| Abstract: | Since the advent of ‘great human civilization’ in the 20th century, climate change has
become the concern of human species by large. Exclusively climate change taken as a
human-caused element and hence it has become an issue that dominate the attention
of politics, economics, and the academics from corner to corner. Keeping this in
mind, this study assessed the role of St. George Brewery Company’s Green Marketing
practices (found around Mexico). It assesses the level of Green Marketing practices and
its impact toward the community. This study used descriptive research approach. It
employed both qualitative and quantitative methods. Both primary and secondary data
collection instruments were used to collect data. The primary data was collected through
close ended questioner and semi-structured interview. The researcher distributed 68
questioners for St. George Brewery Company customers and 62 was filled and returned.
Also two local communities and two local authorities from Lideta Sub-city were
interviewed. The overall finding of the study indicates that St. George Brewery company
role in Green Marketing practice (strategy) evaluated as Very Low. 45 (73%) respondents
rated the company’s Green production as ‘Very Low’, 48 (72%) respondents on Green
Promotion as ‘Very Low’ and 42 (82%) respondents on Green Pricing as ‘Very Low’.
Similarly the local communities and local authorities interviewed and evaluated St.
George Brewery Company’s role in Green Marketing practice in general as Low. Its
cooperation with local communities and local authorities assessed as poor. Although the
company mentioned challenges of Green marketing i.e. location of the company, lack of
budget, lack of enough land for plantations…etc., the local authorities and communities
consider these as mere excuse than real reasons. To this end, this study recommends St.
George Brewery Company to start Green Marketing practice sooner than later. This helps
the company in creating a safer environment in one hand and builds its brand image in
other as a responsible stakeholder. The study also recommends the company to work
closely with local communities and local authorities toward environment protection to
create nontoxic safer environment for the community through responsible business
practices |
