Sustainable Marketing and Organisational Performance: Evidence from the Nigerian Brewery Industry

Abstract

Sustainable marketing is now a strategic requirement of organisations that want to enhance performance and address environmental and social expectations. Despite the significant attention given to the concept by scholars, empirical information at the firm level in the Nigerian brewing industry is scarce. This paper has looked at how sustainable marketing influences organisational performance in International Breweries Plc, with particular focus on the Ilesa and Sagamu plants. The objectives explored environmental sustainability on operational efficiency, social responsibility on community engagement and economic viability on operational productivity. Descriptive survey design was used. A census of 256 employees (production, marketing/operations, and management units within the two plants) was used in the study. The response rate was 96.9 out of 256; 248 of the 256 questionnaires sent out were received and could be used. The SPSS version 27 was used to analyse data using descriptive statistics and simple linear regression. The alpha coefficients of 0.80-0.85 show that the measurement scales are internally reliable at an acceptable level. These findings indicated that environmental sustainability had a significant influence on operational efficiency (R² = 0.42, p < 0.05), social responsibility had a significant influence on community engagement (R² = 0.44, p < 0.05), and economic viability had a significant impact on operational productivity (R² = 0.41, p < 0.05). It was found that sustainable marketing has a great impact on the organisational performance when it comes to the manufacturing environment. It thus suggested that International Breweries Plc ought to integrate sustainability into its fundamental strategy, enhance stakeholder-based programmes, and invest in innovations that are economically viable and that can help it maintain its strength over time.