Effect of Sustainable Marketing Strategies on Consumption of Beer Brands in Anambra State
Abstract
This study examined the effect of sustainable marketing strategies on the consumption of beer brands in Anambra State. The study used a positivistic paradigm and survey research design. The study's sample was Anambra State beer brand consumers. Using Cochran's formula, a sample size of 384 branded beer consumers in Anambra State was determined. Data were collected using a structured questionnaire and analysed using regression analysis to test the hypothesis at the 0.05 level of significance. The results of this study reveal that sustainable products, followed by sustainable price, sustainable distribution and sustainable promotion, have a significant and positive effect on the consumption of beer brands in Anambra State. The study conclude that sustainable marketing mix strategies significantly and positively affect the consumption of beer brands. However, beer brewing companies in Nigeria are implored to employ a more nuanced and re-conceptualised marketing mix strategies to better balance social, economic, and environmental factors throughout the product life cycle. Creating eco-friendly products that comply with environmental standards, using recyclable and reusable packaging to reduce pollution, and promoting water and energy efficiency are vital to enhancing the effect of sustainable marketing on beer consumption. Implications and future research direction for sustainable marketing of beer are highlighted.
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