The Impacts of Green Pricing and Placement on the Performance and Sustainability of Small and Medium Enterprises in Abuja Nigeria

Abstract

The objective of this study was to assess the impacts of Green Pricing and placement on the performance and sustainability of Small and Medium Enterprise (SMEs) in Abuja Nigeria. The study was survey research sampling the opinion of 322 respondents within Abuja Municipal Area Council. Their opinion was collected using a structured questionnaire. The data obtained was analysed using descriptive and inferential statistics, and the hypotheses was tested by means of correlation and regression analysis. The findings of the study reveals that the impact of green price on the performance and sustainability of Small and Medium Enterprises is strong with R value of 0.514, and a p-value of 0.009 which is lower than 0.05 level of significant. Also, the impact of green place on the performance and sustainability of Small and Medium Enterprises is strong with the R value of 0.474, and p-value of 0.004 which is lower than 0.05 level of significant. The study concludes, that green marketing activities on the basis of green pricing and placement has emerged as a powerful tool that transcends profit considerations. It is a strategic marketing imperative that aligns businesses with the principles of sustainable development in line with SDG 12 (Responsible consumption and production) especially. Therefore, the study recommended among others that there is the need for small and medium enterprises in Abuja to explain to consumers the reason for the price of green products and services, by highlighting their effects both to the body and the environment, to enable them make informed decision to purchase the products without hesitation or much persuasions. Also, SMEs in Abuja should continue to reconfigure their logistics arrangements to make them environmentally efficient, by using vehicles that consume less energy or that produce minimal carbon emissions; thus, showcasing the dedication to improve operations while meeting certain environmental, social, and governance requirements in line with sustainable development goals Agenda 2030 of United Nations.