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Examining the Potential of Sustainability Marketing Adoption on the Performance of Beverages Company

Kamarudeen Babatunde Bello(1), Jibrilla Abubakar(2),


(1) Modibbo Adama University
(2) Modibbo Adama University
Corresponding Author

Abstract


Modern marketing theory and practice encourage firms to adopt strategies aimed at sustaining long-term goals for the companies, customers, and society. Hence, the concept of sustainability marketing has gained popularity in recent years, albeit in developed economies. To this end, this study examines the potential of sustainability marketing adoption on the performance of Adama Beverages Company limited, Yola. Using the descriptive survey design, primary data was collected from 164 respondents within the firm using a structured questionnaire. The Partial Least Squares – Path Modelling (PLS-PM) was employed in assessing the direct effects of the three dimensions of sustainability marketing on company performance. Results indicated positive and significant effects of social sustainability (β = 0.354; t = 2.980), economic sustainability (β = 0.436; t = 4.666), and environmental sustainability (β = 0.189; t = 3.356) on company performance; thus, confirming the three main hypotheses in the study. The study recommends, among others, that small and medium manufacturing firms should imbibe sustainability marketing practices in their day-to-day operations, and endeavor to communicate the same internally to enhance corporate performance in all facets of the business.

Keywords


Corporate performance; Modeling; PLS-path; SMEs; Sustainability marketing

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