Green Packaging, Green Distribution, and Competitive Advantage in the Horticultural Sector in Kenya
Sage Publications
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Abstract: Sustainable supply chain management has been at the stake of every organization that seeks to enhance the achievement of organizational goals. On the other hand, horticultural industry has been a key economic booster in the country for decades. Agriculture being the main economic activity and contributor to the country’s GDP, fruits and vegetables takes the bigger percentage of the agricultural productivity. Competitive advantage in this sector is key in enhancing sustainability and performance of the sector. The study therefore seeks to address the influence of sustainable supply chain management on the competitive advantage in the horticultural industry in Kenya. Specifically, the study sought to find out the influence of green packaging on competitive advantage in the horticultural industry; assess the relationship between green distribution and competitive advantage in the horticultural industry and analyse the moderating effect of value addition on the relationship between sustainable supply chain and competitive advantage in the horticultural industry. The study adopted several theories to support the specific objectives which are transaction cost economies theory, institutional theory, theory of reasoned action, diffusion innovation theory and stakeholder theory. The study adopted a descriptive research design while the target population was 236 horticultural firms in Nairobi Kenya. A census was used whereby all the 236 firms included in the study. Questionnaire was used to collect the study data while the data was analysed through mixed analysis where both qualitative and quantitative techniques was used. Inferential analysis was used to establish the relationship between variables. The data was presented in form of tables and figures. The study found green packaging has positive influence on competitive advantage in the horticultural industry in Kenya. Green distribution had a positive influence on competitive advantage in the horticultural industry in Kenya. The study recommends that the companies should involve all shareholders in green packing activities. This would ensure that they understand green packaging and challenges that come with the process so that they can fully embrace green packaging benefits. The study recommends that the horticultural firms should include green distribution as one of their strategies. This is because green packaging in essential if the company should be committed to in order to remain innovative, effective, competitive and efficient in today’s ever changing dynamic marketing environment.