Green marketing practices of private versus government hospitals in ghana

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Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Green marketing has strong influence on buyer behaviour and play a strategic role in the environmental management. Regardless, most studies on the green marketing have focused mainly on developed countries, and thus, adopting similar study in developing countries are very important and may reach different conclusions from those in developed. This study therefore examined the impact of green marketing on firm performance by comparing the practices of private and public hospitals in the ghana. Simple random sampling method was used to select a sample of 200 respondent from all hospitals in kumasi metropolis; 100 from private hospitals and 100 government hospitals. Spss version 23 and lisrel 8.50 was used to analyse the data for valuable information. The results of the study showed that green product (ß= 0.190; t=3.189), green process (ß=0.264; t=3.771), green packaging (ß=0.248; t=3.070), and green promotion (ß=0.192; t=2.855). Marketing practices have positive and significant effect on financial performance of government hospital.
A thesis submitted to the department of marketing, college of humanities and social sciences in partial fulfilment of the requirements for the award of master of business administration (marketing)