Influence of Sustainability Marketing Performance on Organisational Sales Performance in the Food and Beverage Companies in Nigeria

Abstract

The study investigated sustainability marketing and organisational sales results in the food and beverage companies based on a study of Nigerian Bottling Company Plc in Lagos State. The study adopted a quantitative research method in terms of a descriptive research strategy using a survey method. A sample of 337 respondents was chosen through purposive sampling technique and convenience sampling technique to select respondents from the Nigerian Bottling Company Plc headquarters in Ebute Metta and Agidingbi areas of Lagos State. Data collection was done through a designed questionnaire and was analysed through the utilisation and employment of frequency distribution, simple percentages, means, standard deviations and regressionre analysis. The findings and outcomes from the data analysis indicated that social responsibility, economic responsibility and environmental responsibility have a significant positive influence on the sales performance of the Nigerian Bottling Company Plc in Lagos State. It was therefore concluded that sustainability marketing has a significant positive influence on organisational sales performance in the Nigerian Bottling Company Plc in Lagos State. In consensus with the results and conclusion of this work, it was recommended among other things that sustainability marketing strategy should be done in a meaningful manner that creates value for the communities and society, shareholders and investors as well as the environment in which the Nigerian Bottling Company in Lagos State operates.