THE IMPACT OF GREEN SUPPLY CHAIN MANAGEMENT ON MARKETING EFFECTIVENESS IN PORT HARCOURT’S PHARMACEUTICAL SECTOR

Abstract

This study examined the relationship between green supply chain management (GSCM) practices and marketing effectiveness in pharmaceutical firms in Port Harcourt, Nigeria. The primary objective was to determine how GSCM practices influence marketing effectiveness, measured through brand awareness and corporate image. The study population consisted of 217 registered pharmacies listed in the Nigerian Stock Exchange Facts Book (2014). Data were collected using a structured questionnaire based on a 5-point Likert scale ranging from very low to very high extent. Analysis using Pearson Product Moment Correlation revealed a significant positive relationship between GSCM practices and marketing effectiveness. Findings indicate that implementing green procurement, green manufacturing, and other environmentally sustainable supply chain practices enhances brand awareness and strengthens corporate image. The study concludes that integrating GSCM practices is critical for improving marketing outcomes in pharmaceutical firms. It recommends that managers adopt comprehensive green supply chain strategies to achieve higher marketing effectiveness and long-term competitive advantage. All statistical analyses were conducted using SPSS 2.0.