Green Distribution Practices and Performance of Food and Beverage Manufacturing Firms in Kenya

Abstract

Green distribution practices are increasingly strategic areas of focus for firms seeking to improve Sustainability and firm performance. However, empirical evidence on their influence on Kenya's food and beverage manufacturing remains limited. This examined the effect of green distribution practices on the financial and non-financial performance of food and beverage manufacturing firms in Kenya. Using the Natural Resource Based View and Institutional Theory, the study used cross-sectional design and took a census of 192 firms registered with Kenya Association of Manufacturers. The study employed structured questionnaires, which were filled out by the heads of marketing, and 164 questionnaires were retrieved (85.4% response rate). Simple regression analysis showed that the relationship between green distribution practices and financial performance and non-financial performance was positive and significant. The study suggests boosting regulatory environment, minimizing greenwashing, and improving managers' use of clean distribution channels, e-commerce, and safe disposal of products for long-term firm performance.