Abstract:
Purpose of the Study: The purpose of this study was to determine the relationship between Green Packaging and the performance of food and beverage manufacturing firms in Kenya. Methodology: An explanatory research design was employed in the study. All 172 of Kenya's registered food and manufacturing businesses were considered using the census approach. Using questionnaires, primary data was gathered. This study employed 172 questionnaires. Version 25 of the SPSS statistical program was used to analyze the data. Result: The study found that there is a correlation of 0.697 between Green Packaging and the performance of Kenyan food and beverage manufacturing companies. Green Packaging accounted for 48.2% of the variation in the performance of food and beverage manufacturing firms in Kenya. Unique contribution to theory, practice and policy: The Resource-based theory was validated. The study noted that not all food and beverage manufacturing firms in Kenya use reusable packaging materials and durable packages. On the same, the study noted that firms use safe packaging that does not cause negative harm to the environment. The study recommended that the firms should embrace the use of green packaging materials that can be recycled and repurposed into entirely new products, so as to minimize harm to the environment. The study concluded that implementing green packaging improves the firm brand thereby increasing sales. The firms should use organic packaging to reduce pollution. Lastly, it was suggested that the packaging should be affordable to avoid exaggerating product prices which may affect the product pricing.
