An Examination of Green Supply Chain Management Practices and Marketing Performance of Noodles-producing Companies in Rivers State

An Examination of Green Supply Chain Management Practices and Marketing Performance of Noodles-producing Companies in Rivers State | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article An Examination of Green Supply Chain Management Practices and Marketing Performance of Noodles-producing Companies in Rivers State Samuel Obiebi This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6702064/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Environmental sustainability has become a critical focus in supply chain management, driven by increasing ecological concerns and the global call for climate action. This study examines the relationship between Green Supply Chain Management (GSCM) practices specifically reverse logistics and eco-design and marketing performance in noodles-producing companies in Rivers State, Nigeria. Grounded in the Resource-Based View and Institutional Theory, the research employs a cross-sectional design, with data collected from 53 managerial personnel across four firms using structured questionnaires. Hypotheses were tested through Spearman’s Rank Correlation analysis. The findings reveal significant positive relationships between GSCM practices and marketing performance indicators, namely customer loyalty and satisfaction. Reverse logistics, which focuses on recycling, reuse, and waste reduction, demonstrated a strong correlation with both customer loyalty (r = 0.887, p < 0.001) and customer satisfaction (r = 0.593, p < 0.001). Similarly, eco-design, emphasizing efficient material utilization and reduced environmental impacts, was strongly associated with customer loyalty (r = 0.665, p < 0.001) and satisfaction (r = 0.622, p < 0.001). These findings underscore the role of sustainable practices in enhancing brand perception, operational efficiency, and customer retention. The study concludes that comprehensive adoption of GSCM practices not only improves environmental performance but also fosters competitive advantage and marketing success. Recommendations include promoting eco-friendly designs, enhancing reverse logistics systems, and reducing costs through sustainable practices. Future research should explore GSCM in diverse industries, the role of technology in reverse logistics, and customer perceptions of sustainability. These insights contribute to advancing GSCM as a strategic tool for sustainability and market growth. Marketing Green Supply Chain Management (GSCM) Reverse Logistics Eco-Design Customer Loyalty Customer Satisfaction and Sustainability INTRODUCTION Environmental concerns and green practices in supply chains have gained prominence in academic discussions, reflecting global efforts to address climate change and minimize environmental harm (Gouda & Saranga, 2018 ). Increasing environmental degradation such as air pollution, water quality changes, toxic discharges, solid waste, and climate change has led to growing pressure on manufacturing firms to adopt eco-friendly practices (Kumar et al. 2021 ). Consequently, Green Supply Chain Management (GSCM) has emerged as a crucial strategy for firms aiming to balance environmental sustainability with global competitiveness (Laari et al. 2017 ). GSCM involves integrating environmental considerations into various stages of production, including product design, material sourcing, manufacturing processes, distribution, and the management of products after their lifecycle ends (Uemura Reche et al. 2022 ). Key practices in GSCM include green procurement, eco-friendly product design, green manufacturing, packaging, distribution, and reverse logistics (Uemura Reche et al. 2022 ). The synergistic interaction of these activities is critical to maximizing environmental benefits. Pinto ( 2020 ) noted that the concept of GSCM is increasingly seen as a tool for achieving competitive advantage and improving organizational performance. GSCM practices influence several areas, such as outsourcing, lean manufacturing, information sharing, customer relations, and supplier partnerships, all of which contribute to enhanced sustainability and firm performance (Pinto, 2020 ). Companies accused of neglecting sustainable practices are drifting from the importance of GSCM in enhancing brand reputation and corporate performance (Laari et al. 2017 ). Despite its growing popularity, particularly in industrialized countries, GSCM requires further research, particularly in emerging economies (Kumar et al. 2021 ; Uemura Reche et al.2022). Some studies, like those in Malaysia, have explored the impact of GSCM on environmental performance (Rasit et al. 2019 ; Chin et al. 2015 ). However, there is a lack of studies in other regions, such as Nigeria, where green supply chain practices remain under-researched. This study seeks to address this gap by examining the implementation of GSCM in noodle-producing firms in Rivers State, Nigeria, and its impact on marketing performance. By identifying the links between GSCM practices and performance, the study aims to contribute to the broader understanding of sustainable supply chain management in emerging economies. STATEMENT OF THE PROBLEM Noodles-producing companies in Rivers State face significant challenges from environmental degradation, including air pollution, water quality changes, toxic discharges, and increased solid waste, all of which negatively affect their marketing performance. Micheli et al. ( 2020 ) pointed out that despite the recognized importance of Green Supply Chain Management (GSCM) practices, research on their impact on organizational performance has yielded conflicting results. Some studies suggest a positive relationship between GSCM practices and performance, while others find no significant connection or a mix of outcomes. These contradictions in the literature, as highlighted by several studies, could discourage organizations from adopting GSCM. To address these divergent views, this study aims to empirically examine the relationship between GSCM practices and marketing performance, focusing on noodles-producing companies in Rivers State. By doing so, it seeks to clarify the impact of GSCM on organizational outcomes and contribute to resolving the debate over its effectiveness in improving business performance. THEORETICAL FRAMEWORK Quite a few organizational theories including resource-based view, transaction cost economics, agency, network theory and institutional theory have been used to understand how companies adopt and assimilate the environment. In this study, the Resource-based view and institutional theory were used. Resource-based view was developed in work by Barney in 1986, for analyzing firm behavior and competitive strategy (Barney et al. 2021 ). The RBV contends that the idiosyncratic resources and capabilities of firms are the key sources of sustained competitive advantage (Huang, Dyerson, Wu, Harindranath, 2015 ). This premise appears to be supported by logistics and SCM research (Huang. et al. 2015). Barney et al. ( 2021 ) posited that resources can be classified into organizational capital resources, physical capital resources and human capital resources. Capabilities can be defined as the skills a firm needs to take full advantage of its assets. Capabilities are complex bundles of individual skills, assets and accumulated knowledge exercised through organizational processes that enable firms to coordinate activities and make use of their resources (Wójcik, 2015 ). Tibben-Lembke and Rogers ( 2002 ) describe the three generic strategies for competing in the marketplace as low-cost leadership, differentiation and focus. One avenue of creating a competitive advantage with differentiation is through building a brand reputation. Abdullah et al. ( 2019 ) posited that organizations may choose to focus on implementing reverse logistics practices and eco-design to expose the negative environmental performance of their competitors. In this way, the organizations can cut a niche for their products. Richnák and Gubová ( 2021 ) stated that developing and implementing reverse logistics practices can only be achieved through creating environmentally responsible policies and investing in the necessary equipment and training. Creating a competitive advantage through implementing reverse logistics practices would lead to improved customer loyalty and satisfaction and consequently higher profit margins (Hsu et al. 2016 ). On the other hand, institutional theory is concerned with the processes by which structures, routines, rules and norms become established as the guidelines for acceptable behaviour. Organizations act in a way that fulfils both customer and legal requirements. Pressures from these two parties influence the adoption of environmentally responsible behaviour (Huang et al. 2016 ). Organizations have institutionalized reverse logistics practices because of internal and external pressures. Phan and Baird ( 2015 ) found that companies have institutionalized environmental practices because of pressure from external and internal forces as well as an awareness of the consequences of non-compliance with environmental imperatives. If companies have a legitimate concern for the environment and there is social approval, then environmental practices will be deployed more rapidly throughout the supply chain (Dubey et al. 2015 ). Therefore, the growing demand of customers and environmental societies for more environmentally friendly products. These challenges and pressures push firms to seriously consider environmental impacts while doing their business. LITERATURE REVIEW Green Supply Chain Management (GSCM) integrates environmental considerations into supply chain practices, from design to end-of-life management (Bhattacharjee, 2015 ). It enhances organizational performance through sustainable practices such as green purchasing, eco-design, and reverse logistics (Abdullah et al. 2019 ; Younis et al. 2016 ). Internal GSCM practices like environmental management systems improve operational metrics such as quality, cost, and lead times (Al-Sheyadi et al. 2019 ). Meanwhile, external GSCM, involving suppliers and customers, fosters alignment and innovation (Fontoura & Coelho, 2022 ; Al-Sheyadi et al. 2019 ). Ghosh (2019) also purported that green purchasing emphasizes environmentally friendly procurement, reducing waste and harmful impacts. Reverse logistics focuses on recycling, reusing, and reducing waste, achieving cost savings and promoting environmental consciousness as a mode to sustain environmental impact due to eco-designs (Iranmanesh et al. 2019 ). Eco-designs tend to minimize environmental impacts across a product’s lifecycle, focusing on recycled materials, green packaging, and lifecycle assessment (Rau et al. 2023 ; Maccioni, et al. 2019 ). It promotes cost efficiency while reducing pollutants, emphasizing early design interventions which can be used in marketing and advertising (Rau et al. 2023 ). Marketing performance measures the outcomes of marketing activities, evolving from financial metrics like sales to non-financial measures such as customer satisfaction and brand equity (Cakir et al. 2019 ). Non-financial indicators are now viewed as critical to long-term success, bridging customer impact with financial performance (Siegerink et al. 2022 ). Perspectives like normative and contextual approaches emphasize aligning performance measurement with organizational goals and market conditions (Dubey et al. 2017 ). Chavez et al. ( 2016 ) emphasized outcomes like customer loyalty and satisfaction, which were less studied than other GSCM outcomes. Aslam et al. ( 2019 ) and Vanpoucke et al. ( 2016 ) noted that GSCM enhances brand image, stakeholder relationships, and personnel motivation. Meanwhile, customer loyalty is rooted in consumer behavior theory which involves long-term patronage and positive recommendations (Watson et al. 2015 ). Customer loyalty also incorporates behavioral and attitudinal dimensions, where the latter reflects brand preference and emotional commitment (Pérez et al. 2015). Loyalty drives profitability through reduced costs, higher spending, and advocacy (Watson et al. 2015 ). Notwithstanding, customer satisfaction is a cornerstone of marketing that reflects the emotional response to fulfilled expectations (Shuja et al. 2023 ). Customer satisfaction influences repeat purchases, loyalty, and advocacy, which results in a competitive advantage for businesses (Rane et al. 2023 ; Tarigan & Hatane, 2019 ). This study aligns with Chavez et al. ( 2016 ) since they examined performance through customer loyalty and satisfaction. RESEARCH GAP Despite substantial advancements in understanding the benefits of Green Supply Chain Management (GSCM), significant gaps remain in exploring the comprehensive impact of its components, particularly reverse logistics and eco-design, on customer loyalty and satisfaction. While prior studies such as Chavez et al. 2016 and Watson et al. 2015 highlight the environmental and operational benefits of GSCM practices, they often neglect the nuanced ways these practices influence non-financial outcomes, such as customer perceptions and brand loyalty. Furthermore, while reverse logistics has been associated with waste reduction and environmental sustainability (Iranmanesh et al. 2019 ), limited research has quantitatively explored its direct correlation with customer-centric metrics, particularly in specific industries like noodles production. Similarly, although eco-design is recognized for minimizing environmental impacts and promoting cost efficiency (Rau et al. 2023 ), its influence on long-term marketing performance metrics, such as customer satisfaction and loyalty, remains underexplored. Additionally, much of the existing literature focuses on financial or operational outcomes of GSCM practices (Siegerink et al. 2022 ; Cakir et al. 2019 ), leaving a gap in understanding as proposed by Dubey et al. ( 2017 ) fosters their role in customer loyalty through emotional commitment and advocacy. This study addresses these gaps by providing empirical evidence linking GSCM practices to enhanced marketing performance, emphasizing the necessity for future research by exploring these relationships which are presented in the findings and result in later sections in a chosen subsector. RESEARCH HYPOTHESES This study intends to provide the level of significance to the null hypotheses: H 01 : There is no significant relationship between reverse logistics and customers’ loyalty to noodles-producing companies in Rivers State. H 02 : There is no significant relationship between reverse logistics and customer satisfaction of noodles-producing companies in Rivers State. H 03 : There is no significant relationship between eco-design and customer loyalty of noodles-producing companies in Rivers State. H 04 : There is no significant relationship between eco-design and customer satisfaction of noodles-producing companies in Rivers State. METHODOLOGY This study employed a cross-sectional research design to investigate the relationship between Green Supply Chain Management (GSCM) practices and marketing performance as observed in Sahoo and Vijayvargy ( 2021 ), Yildiz et al. (2019), Mafini & Muposhi ( 2017 ) in four noodle-producing companies in Rivers State. A census approach was used, incorporating all 53 general managers, departmental heads, and assistants across the firms. Data collection combined primary sources, such as structured questionnaires, and secondary sources, including journals and online publications. Questionnaires were structured using a five-point Likert scale to capture respondents’ perspectives. Validity was ensured through expert reviews, while reliability was confirmed with a Cronbach’s alpha test, yielding acceptable values across variables (e.g., customer loyalty: 0.758). Data analysis involved descriptive statistics and hypothesis testing using Spearman's Rank Correlation via SPSS. Ethical considerations included obtaining informed consent, ensuring respondent confidentiality, and transparently outlining the study's purpose (Kithure 2022; Yildiz et al. 2019). These measures ensured integrity, participant protection, and reliable findings. RESULTS A. Reverse Logistics and Customer Loyalty H 01 : There is no significant relationship between reverse logistics and customers’ loyalty to noodles-producing companies in Rivers State. Table 1 Correlation Result of Reverse Logistics and Customers Loyalty Variables N Correlation Coefficient Sig. (2-tailed) Decision Reverse Logistics 46 .887** .000 Accept Null Customers Loyalty 46 **. Correlation is significant at the 0.01 level (2-tailed). The result from Table 1 indicates a positive and significant relationship exists between the variables. The correlation statistic (r = .0. 887, p < 0.001) shows that reverse logistics can explain 88.7% of variations in customer loyalty and vice versa hence, the null hypothesis was rejected. This aligns with the Iranmanesh et al. ( 2019 ) study, which highlighted that reverse logistics encompasses all activities related to managing, processing, minimizing, and disposing of hazardous or non-hazardous waste generated during production, packaging, and product usage, including redistribution processes. These activities enhance company performance, fostering customer loyalty and satisfaction. Similarly, Richnák and Gubová ( 2021 ) emphasized that the primary objective of reverse logistics is to minimize resource utilization, thereby reducing waste while simultaneously improving the efficiency of recycling logistics. B. Reverse Logistics and Customer Satisfaction H 02 : There is no significant relationship between reverse logistics and customer satisfaction of noodles-producing companies in Rivers State. Table 2 Correlation Result of Reverse Logistics and Customer Satisfaction Variables N Correlation Coefficient Sig. (2-tailed) Decision Reverse Logistics 46 .593** .000 Accept Null Customers Satisfaction 46 **. Correlation is significant at the 0.01 level (2-tailed). Table 2 indicates that a positive and significant relationship exists between the variables. The correlation statistic (r = .0. 593, p < 0.001) shows that reverse logistics can explain 59.3% of variations in customer satisfaction and vice versa which indicates a moderate relationship hence, the null hypothesis is rejected. This is consistent with Hsu et al. ( 2016 ) assertion that the primary goal of reverse logistics is to minimize resource usage and improve customer satisfaction, thereby reducing waste while enhancing the efficiency of recycling logistics. Similarly, Pinto ( 2020 ) found that optimizing reverse logistics can boost a company's revenue by up to 5% of total sales which will in turn seek to improve customers’ satisfaction. C. Eco-design and Customer Loyalty H 03 : There is no significant relationship between eco-design and customer loyalty of noodles-producing companies in Rivers State. Table 3 Correlation Result of Eco-design and Customers Loyalty Variables N Correlation Coefficient Sig. (2-tailed) Decision Eco-design 46 .665** .000 Accept Null Customers Loyalty 46 **. Correlation is significant at the 0.01 level (2-tailed). The result of Table 3 indicates a positive and significant relationship exists between the variables. The correlation statistic (r = .0. 665, p < 0.001) shows that eco-design can explain 66.5% of variations in customer loyalty and vice versa which represents a strong relationship between the variables. Hence the null hypothesis is rejected. This is consistent with the findings of Lu and Hitchcock (2012), who noted that adherence to regulatory practices often focuses on reducing or eliminating hazardous materials in products and packaging, as well as promoting recycling, reuse, and environmentally friendly disposal methods. These measures can significantly influence costs, enhance company or brand image, and benefit the environment. Additionally, Abdullah et al. ( 2019 ) highlighted that adopting GSCM practices having eco-design has a positive impact on a firm's marketing performance centred on customer loyalty. D. Eco-design and Customer Satisfaction H 04 : There is no significant relationship between eco-design and customer satisfaction of noodles-producing companies in Rivers State. Table 4.4 Correlation Result of Eco-design and Customer Satisfaction Variables N Correlation Coefficient Sig. (2-tailed) Decision Eco-design 46 .622** .000 Accept Null Customers Satisfaction 46 **. Correlation is significant at the 0.01 level (2-tailed). The result of Table 4 indicated a positive and significant relationship between the variables. The correlation statistic (r = .0. 622, p < 0.001) shows that eco-design can explain 62.2% of variations in customer satisfaction. This is an indication of a positive relationship between the variables which is significant at .000. Hence the null hypothesis was rejected. This aligns with the findings of Koh et al. (2012), which highlight that eco-product design involves efficient material utilization and waste reduction which has become customers’ preference. Therefore, reducing waste can lower organizational costs, while efficient material use positively influences environmental performance which has a satisfactory perception for customers. Similarly, Huang et al. ( 2016 ) emphasized that regulatory practices often focus on minimizing or eliminating hazardous materials in products and packaging, alongside adopting recycling, reuse, and environmentally friendly disposal methods. These practices can significantly affect costs, enhance company or brand image, improve customer satisfaction, and contribute to environmental sustainability. CONCLUSION The findings of this study underscore that implementing Green Supply Chain Management (GSCM) practices, specifically reverse logistics and eco-design, significantly enhances marketing performance by improving customer loyalty and satisfaction. Reverse logistics plays a pivotal role in reducing waste and environmental footprints by efficiently managing product recovery, reuse, and recycling processes. This leads to heightened customer loyalty and satisfaction, as indicated by the strong positive correlations observed in the analysis. Furthermore, eco-design, which emphasizes the efficient use of materials and the reduction of waste, has a substantial positive impact on both customer loyalty and satisfaction. These practices not only lower organizational costs but also improve environmental performance and brand perception. The study concludes that noodles-producing firms should comprehensively adopt environmentally sustainable practices across all phases of their supply chain, from product design and packaging to distribution and end-of-life disposal. Such practices enable firms to achieve economic, social, and environmental benefits, while simultaneously enhancing customer perceptions and fostering loyalty. Additionally, these findings align with existing literature, reinforcing that the integration of GSCM practices contributes positively to a firm's overall marketing and operational performance. RECOMMENDATIONS Based on the findings and conclusions discussed in the previous sections, the study recommends the following: Comprehensive Adoption of GSCM Practices Noodles-producing firms should fully integrate Green Supply Chain Management practices across all supply chain phases, including product design, packaging, distribution, and end-of-life disposal. This approach will enable them to achieve sustainability and enhance their marketing performance. Enhancing Reverse Logistics Companies should prioritize the implementation of robust reverse logistics systems to manage product recovery, recycling, and waste reduction efficiently. These efforts will significantly reduce environmental footprints, boost customer satisfaction, and foster loyalty. Promoting Eco-Design Firms should focus on eco-friendly product designs that optimize material utilization and minimize waste. This strategy can enhance environmental performance while positively influencing customer loyalty and satisfaction. Reducing Organizational Costs Adopting environmentally sound practices, such as recycling and reuse, can lower production and operational costs. Companies should leverage these practices to improve economic efficiency while benefiting the environment. Improving Brand Perception and Sustainability Firms should align their operations with environmental sustainability goals, as this enhances brand image and aligns with customer preferences for sustainable products. By doing so, companies can build stronger relationships with their customers, gaining competitive advantages in the market. SUGGESTION FOR FURTHER STUDIES Exploring GSCM Practices in Other Industries Future research could investigate the impact of Green Supply Chain Management practices, such as reverse logistics and eco-design, in other manufacturing sectors beyond noodles production. This would provide comparative insights into how different industries adapt and benefit from GSCM practices. Longitudinal Studies on GSCM Implementation A longitudinal approach could examine the long-term effects of adopting GSCM practices on marketing performance, environmental sustainability, and cost efficiency. This would provide a deeper understanding of how these practices evolve and sustain their benefits over time. Consumer Perception of Eco-Friendly Practices Further research could focus on customer attitudes and behaviours toward eco-design and reverse logistics, specifically analyzing how these practices influence brand loyalty and satisfaction across different demographics and regions. Technological Innovations in Reverse Logistics Studies could explore the role of advanced technologies, such as artificial intelligence and blockchain, in optimizing reverse logistics systems. This would provide insights into how technological advancements can further enhance waste reduction, resource recovery, and customer satisfaction in the supply chain. Declarations COMPETING INTERESTS As the Author, I declare that I have no competing interests. I have no direct or indirect financial or non-financial interests related to the work submitted for publication. FUNDING No funds, grants, or other support was received. AUTHORS’ CONTRIBUTION STATEMENTS This publication only has one author as the main author of this manuscript. References Abdullah R, Mohamad MN, Thurasamy R (2019) Towards sustainable performance: Promoting eco-design in green supply chain management practices. International Journal of Supply Chain Management , 8(3), 609–616. 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Available at: http://www.jier.org/index.php/journal/article/view/203 (Accessed on 17th November 2024) Siegerink V, Shinwell M, Žarnic Ž (2022) Measuring the non-financial performance of firms through the lens of the OECD Well-being Framework: A common measurement framework for Scope 1 Social performance. Available at: https://www.oecd-ilibrary.org/social-issues-migration-health/measuring-the-non-financial-performance-of-firms-through-the-lens-of-the-oecd-well-being-framework_28850c7f-en (Accessed on 13th November 2024) Tarigan J, Hatane SE (2019) The Influence of Customer Satisfaction on Financial Performance Through Customer Loyalty and Customer Advocacy: A Case Study of Indonesia's Local Brand (Doctoral dissertation, Kne Publishing). Available at: https://repository.petra.ac.id/18655/ (Accessed on 17th November 2024) Tibben-Lembke RS, Rogers DS (2002) Special feature–reverse logistics. Supply Chain Management: An International Journal , 7(5), 271–282. Available at: https://www.researchgate.net/profile/Dale-Rogers/publication/235322400_Differences_between_Forward_and_Reverse_Logistics_in_a_retail_environment/links/55a4392c08ae5e82ab1f352f/Differences-between-Forward-and-Reverse-Logistics-in-a-retail-environment.pdf (Accessed on 18th October 2024) Uemura Reche AY, Junior C, Szejka O, A. L., and, Rudek M (2022) Proposal for a preliminary model of integrated product development process oriented by green supply chain management. Sustainability , 14(4), 2190. Available at: https://www.mdpi.com/2071-1050/14/4/2190 (Accessed on 15th October 2024) Vanpoucke E, Quintens L, Van Engelshoven M (2016) The role of motivation in relating green supply chain management to performance. Supply Chain Management: An International Journal, 21(6), 732–742. Available at: https://www.emerald.com/insight/content/doi/10.1108/SCM-05-2016-0143/full/html (Accessed on 15th November 2024) Watson GF, Beck JT, Henderson CM, Palmatier RW (2015) Building, measuring, and profiting from customer loyalty. Journal of the academy of marketing science, 43, 790–825. Available at: https://link.springer.com/article/10.1007/s11747-015-0439-4 (Accessed on 15th November 2024) Wójcik P (2015) Exploring links between dynamic capabilities perspective and resource-based view: A literature overview. International Journal of Management and Economics, 45(1), 83–107. Available at: https://sciendo.com/article/10.1515/ijme-2015-0017 (Accessed on 21st October 2024) Yildiz Çankaya S, Sezen B (2019) Effects of green supply chain management practices on sustainability performance. Journal of Manufacturing Technology Management, 30(1), 98–121. Available at: https://www.emerald.com/insight/content/doi/10.1108/JMTM-03-2018-0099/full/html (Accessed on 24th November 2024) Younis H, Sundarakani B, Vel P (2016) The impact of implementing green supply chain management practices on corporate performance. Competitiveness Review, 26(3), 216–245. Available at: https://www.emerald.com/insight/content/doi/10.1108/CR-04-2015-0024/full/html (Accessed on 11th November 2024) Additional Declarations The authors declare no competing interests. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-6702064","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":458969740,"identity":"085a28a1-5eae-4f76-b5c6-0a06b5500b1e","order_by":0,"name":"Samuel Obiebi","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAABFElEQVRIiWNgGAWjYFACHoYDjA0SPPzszQcYGAzggoS1yEn2HEuAaGEjQgsDYwODscGNHKgVhLTIt/cePPBxh0Viw4Gcb9IFBXfkzOc3MD5428aQJ++AXYvBmXMJB2eekUhsbDi7TXqGwTNjmWMMzIZz2xiKDQ/g0CKRY3CYt00isZmxd5s0j8HhxBlsDGzSvG0MiRsbcDhsBlDLX6CWNmaeZzAt7L/xaWEA+vowY5uEMQ8bDxvcFmaQlvk4dID90ntGQk6Ch83YmgfoFwm2xGbJOeckEjfgDrHDH37uqOOxv//44W2eP3fkJJgPH/zwpswmcT4uh6GBAwzgaGJgkGAwOEC8FpgDiLRlFIyCUTAKhj0AAKBKXMnR6dF6AAAAAElFTkSuQmCC","orcid":"https://orcid.org/0009-0008-9431-2158","institution":"University of Port Harcourt, Port Harcourt, rivers state, Nigeria.","correspondingAuthor":true,"prefix":"","firstName":"Samuel","middleName":"","lastName":"Obiebi","suffix":""}],"badges":[],"createdAt":"2025-05-19 21:39:33","currentVersionCode":1,"declarations":{"humanSubjects":false,"vertebrateSubjects":false,"conflictsOfInterestStatement":false,"humanSubjectEthicalGuidelines":false,"humanSubjectConsent":false,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":false},"doi":"10.21203/rs.3.rs-6702064/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-6702064/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":83222015,"identity":"f2e18051-026a-4e69-bd73-efe47d8e4e98","added_by":"auto","created_at":"2025-05-21 10:30:58","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":669713,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6702064/v1/145a9bd9-405e-4256-b7b2-72531bdda0e4.pdf"}],"financialInterests":"The authors declare no competing interests.","formattedTitle":"\u003cp\u003e\u003cstrong\u003eAn Examination of Green Supply Chain Management Practices and Marketing Performance of Noodles-producing Companies in Rivers State\u003c/strong\u003e\u003c/p\u003e","fulltext":[{"header":"INTRODUCTION","content":"\u003cp\u003eEnvironmental concerns and green practices in supply chains have gained prominence in academic discussions, reflecting global efforts to address climate change and minimize environmental harm (Gouda \u0026amp; Saranga, \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Increasing environmental degradation such as air pollution, water quality changes, toxic discharges, solid waste, and climate change has led to growing pressure on manufacturing firms to adopt eco-friendly practices (Kumar et al. \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Consequently, Green Supply Chain Management (GSCM) has emerged as a crucial strategy for firms aiming to balance environmental sustainability with global competitiveness (Laari et al. \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eGSCM involves integrating environmental considerations into various stages of production, including product design, material sourcing, manufacturing processes, distribution, and the management of products after their lifecycle ends (Uemura Reche et al. \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Key practices in GSCM include green procurement, eco-friendly product design, green manufacturing, packaging, distribution, and reverse logistics (Uemura Reche et al. \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). The synergistic interaction of these activities is critical to maximizing environmental benefits.\u003c/p\u003e \u003cp\u003ePinto (\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) noted that the concept of GSCM is increasingly seen as a tool for achieving competitive advantage and improving organizational performance. GSCM practices influence several areas, such as outsourcing, lean manufacturing, information sharing, customer relations, and supplier partnerships, all of which contribute to enhanced sustainability and firm performance (Pinto, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Companies accused of neglecting sustainable practices are drifting from the importance of GSCM in enhancing brand reputation and corporate performance (Laari et al. \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eDespite its growing popularity, particularly in industrialized countries, GSCM requires further research, particularly in emerging economies (Kumar et al. \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Uemura Reche et al.2022). Some studies, like those in Malaysia, have explored the impact of GSCM on environmental performance (Rasit et al. \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Chin et al. \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). However, there is a lack of studies in other regions, such as Nigeria, where green supply chain practices remain under-researched.\u003c/p\u003e \u003cp\u003eThis study seeks to address this gap by examining the implementation of GSCM in noodle-producing firms in Rivers State, Nigeria, and its impact on marketing performance. By identifying the links between GSCM practices and performance, the study aims to contribute to the broader understanding of sustainable supply chain management in emerging economies.\u003c/p\u003e"},{"header":"STATEMENT OF THE PROBLEM","content":"\u003cp\u003eNoodles-producing companies in Rivers State face significant challenges from environmental degradation, including air pollution, water quality changes, toxic discharges, and increased solid waste, all of which negatively affect their marketing performance. Micheli et al. (\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) pointed out that despite the recognized importance of Green Supply Chain Management (GSCM) practices, research on their impact on organizational performance has yielded conflicting results. Some studies suggest a positive relationship between GSCM practices and performance, while others find no significant connection or a mix of outcomes. These contradictions in the literature, as highlighted by several studies, could discourage organizations from adopting GSCM. To address these divergent views, this study aims to empirically examine the relationship between GSCM practices and marketing performance, focusing on noodles-producing companies in Rivers State. By doing so, it seeks to clarify the impact of GSCM on organizational outcomes and contribute to resolving the debate over its effectiveness in improving business performance.\u003c/p\u003e "},{"header":"THEORETICAL FRAMEWORK","content":"\u003cp\u003eQuite a few organizational theories including resource-based view, transaction cost economics, agency, network theory and institutional theory have been used to understand how companies adopt and assimilate the environment. In this study, the Resource-based view and institutional theory were used.\u003c/p\u003e\u003cp\u003eResource-based view was developed in work by Barney in 1986, for analyzing firm behavior and competitive strategy (Barney et al. \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). The RBV contends that the idiosyncratic resources and capabilities of firms are the key sources of sustained competitive advantage (Huang, Dyerson, Wu, Harindranath, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). This premise appears to be supported by logistics and SCM research (Huang. et al. 2015). Barney et al. (\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) posited that resources can be classified into organizational capital resources, physical capital resources and human capital resources. Capabilities can be defined as the skills a firm needs to take full advantage of its assets. Capabilities are complex bundles of individual skills, assets and accumulated knowledge exercised through organizational processes that enable firms to coordinate activities and make use of their resources (Wójcik, \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Tibben-Lembke and Rogers (\u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2002\u003c/span\u003e) describe the three generic strategies for competing in the marketplace as low-cost leadership, differentiation and focus. One avenue of creating a competitive advantage with differentiation is through building a brand reputation.\u003c/p\u003e\u003cp\u003eAbdullah et al. (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) posited that organizations may choose to focus on implementing reverse logistics practices and eco-design to expose the negative environmental performance of their competitors. In this way, the organizations can cut a niche for their products. Richnák and Gubová (\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) stated that developing and implementing reverse logistics practices can only be achieved through creating environmentally responsible policies and investing in the necessary equipment and training. Creating a competitive advantage through implementing reverse logistics practices would lead to improved customer loyalty and satisfaction and consequently higher profit margins (Hsu et al. \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2016\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eOn the other hand, institutional theory is concerned with the processes by which structures, routines, rules and norms become established as the guidelines for acceptable behaviour. Organizations act in a way that fulfils both customer and legal requirements. Pressures from these two parties influence the adoption of environmentally responsible behaviour (Huang et al. \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). Organizations have institutionalized reverse logistics practices because of internal and external pressures. Phan and Baird (\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2015\u003c/span\u003e) found that companies have institutionalized environmental practices because of pressure from external and internal forces as well as an awareness of the consequences of non-compliance with environmental imperatives. If companies have a legitimate concern for the environment and there is social approval, then environmental practices will be deployed more rapidly throughout the supply chain (Dubey et al. \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Therefore, the growing demand of customers and environmental societies for more environmentally friendly products. These challenges and pressures push firms to seriously consider environmental impacts while doing their business.\u003c/p\u003e"},{"header":"LITERATURE REVIEW","content":"\u003cp\u003eGreen Supply Chain Management (GSCM) integrates environmental considerations into supply chain practices, from design to end-of-life management (Bhattacharjee, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). It enhances organizational performance through sustainable practices such as green purchasing, eco-design, and reverse logistics (Abdullah et al. \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Younis et al. \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). Internal GSCM practices like environmental management systems improve operational metrics such as quality, cost, and lead times (Al-Sheyadi et al. \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Meanwhile, external GSCM, involving suppliers and customers, fosters alignment and innovation (Fontoura \u0026amp; Coelho, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Al-Sheyadi et al. \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Ghosh (2019) also purported that green purchasing emphasizes environmentally friendly procurement, reducing waste and harmful impacts. Reverse logistics focuses on recycling, reusing, and reducing waste, achieving cost savings and promoting environmental consciousness as a mode to sustain environmental impact due to eco-designs (Iranmanesh et al. \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eEco-designs tend to minimize environmental impacts across a product\u0026rsquo;s lifecycle, focusing on recycled materials, green packaging, and lifecycle assessment (Rau et al. \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Maccioni, et al. \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). It promotes cost efficiency while reducing pollutants, emphasizing early design interventions which can be used in marketing and advertising (Rau et al. \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2023\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eMarketing performance measures the outcomes of marketing activities, evolving from financial metrics like sales to non-financial measures such as customer satisfaction and brand equity (Cakir et al. \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Non-financial indicators are now viewed as critical to long-term success, bridging customer impact with financial performance (Siegerink et al. \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Perspectives like normative and contextual approaches emphasize aligning performance measurement with organizational goals and market conditions (Dubey et al. \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eChavez et al. (\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) emphasized outcomes like customer loyalty and satisfaction, which were less studied than other GSCM outcomes. Aslam et al. (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) and Vanpoucke et al. (\u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) noted that GSCM enhances brand image, stakeholder relationships, and personnel motivation. Meanwhile, customer loyalty is rooted in consumer behavior theory which involves long-term patronage and positive recommendations (Watson et al. \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Customer loyalty also incorporates behavioral and attitudinal dimensions, where the latter reflects brand preference and emotional commitment (P\u0026eacute;rez et al. 2015). Loyalty drives profitability through reduced costs, higher spending, and advocacy (Watson et al. \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Notwithstanding, customer satisfaction is a cornerstone of marketing that reflects the emotional response to fulfilled expectations (Shuja et al. \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Customer satisfaction influences repeat purchases, loyalty, and advocacy, which results in a competitive advantage for businesses (Rane et al. \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Tarigan \u0026amp; Hatane, \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). This study aligns with Chavez et al. (\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) since they examined performance through customer loyalty and satisfaction.\u003c/p\u003e"},{"header":"RESEARCH GAP","content":"\u003cp\u003eDespite substantial advancements in understanding the benefits of Green Supply Chain Management (GSCM), significant gaps remain in exploring the comprehensive impact of its components, particularly reverse logistics and eco-design, on customer loyalty and satisfaction. While prior studies such as Chavez et al. \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2016\u003c/span\u003e and Watson et al. \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2015\u003c/span\u003e highlight the environmental and operational benefits of GSCM practices, they often neglect the nuanced ways these practices influence non-financial outcomes, such as customer perceptions and brand loyalty.\u003c/p\u003e \u003cp\u003eFurthermore, while reverse logistics has been associated with waste reduction and environmental sustainability (Iranmanesh et al. \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2019\u003c/span\u003e), limited research has quantitatively explored its direct correlation with customer-centric metrics, particularly in specific industries like noodles production. Similarly, although eco-design is recognized for minimizing environmental impacts and promoting cost efficiency (Rau et al. \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), its influence on long-term marketing performance metrics, such as customer satisfaction and loyalty, remains underexplored.\u003c/p\u003e \u003cp\u003eAdditionally, much of the existing literature focuses on financial or operational outcomes of GSCM practices (Siegerink et al. \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Cakir et al. \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e), leaving a gap in understanding as proposed by Dubey et al. (\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2017\u003c/span\u003e) fosters their role in customer loyalty through emotional commitment and advocacy. This study addresses these gaps by providing empirical evidence linking GSCM practices to enhanced marketing performance, emphasizing the necessity for future research by exploring these relationships which are presented in the findings and result in later sections in a chosen subsector.\u003c/p\u003e"},{"header":"RESEARCH HYPOTHESES","content":"\u003cp\u003eThis study intends to provide the level of significance to the null hypotheses:\u003c/p\u003e \u003cp\u003eH\u003csub\u003e01\u003c/sub\u003e: There is no significant relationship between reverse logistics and customers\u0026rsquo; loyalty to noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003eH\u003csub\u003e02\u003c/sub\u003e: There is no significant relationship between reverse logistics and customer satisfaction of noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003eH\u003csub\u003e03\u003c/sub\u003e: There is no significant relationship between eco-design and customer loyalty of noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003eH\u003csub\u003e04\u003c/sub\u003e: There is no significant relationship between eco-design and customer satisfaction of noodles-producing companies in Rivers State.\u003c/p\u003e"},{"header":"METHODOLOGY","content":"\u003cp\u003eThis study employed a cross-sectional research design to investigate the relationship between Green Supply Chain Management (GSCM) practices and marketing performance as observed in Sahoo and Vijayvargy (\u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), Yildiz et al. (2019), Mafini \u0026amp; Muposhi (\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2017\u003c/span\u003e) in four noodle-producing companies in Rivers State. A census approach was used, incorporating all 53 general managers, departmental heads, and assistants across the firms. Data collection combined primary sources, such as structured questionnaires, and secondary sources, including journals and online publications. Questionnaires were structured using a five-point Likert scale to capture respondents\u0026rsquo; perspectives. Validity was ensured through expert reviews, while reliability was confirmed with a Cronbach\u0026rsquo;s alpha test, yielding acceptable values across variables (e.g., customer loyalty: 0.758).\u003c/p\u003e \u003cp\u003eData analysis involved descriptive statistics and hypothesis testing using Spearman's Rank Correlation via SPSS. Ethical considerations included obtaining informed consent, ensuring respondent confidentiality, and transparently outlining the study's purpose (Kithure 2022; Yildiz et al. 2019). These measures ensured integrity, participant protection, and reliable findings.\u003c/p\u003e"},{"header":"RESULTS","content":"\u003cp\u003eA. Reverse Logistics and Customer Loyalty\u003c/p\u003e \u003cp\u003eH\u003csub\u003e01\u003c/sub\u003e: There is no significant relationship between reverse logistics and customers\u0026rsquo; loyalty to noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eCorrelation Result of Reverse Logistics and Customers Loyalty\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCorrelation Coefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSig. (2-tailed)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDecision\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eReverse Logistics\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.887**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eAccept Null\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCustomers Loyalty\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e**. Correlation is significant at the 0.01 level (2-tailed).\u003c/p\u003e \u003cp\u003eThe result from Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e indicates a positive and significant relationship exists between the variables. The correlation statistic (r\u0026thinsp;=\u0026thinsp;.0. 887, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) shows that reverse logistics can explain 88.7% of variations in customer loyalty and vice versa hence, the null hypothesis was rejected.\u003c/p\u003e \u003cp\u003eThis aligns with the Iranmanesh et al. (\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) study, which highlighted that reverse logistics encompasses all activities related to managing, processing, minimizing, and disposing of hazardous or non-hazardous waste generated during production, packaging, and product usage, including redistribution processes. These activities enhance company performance, fostering customer loyalty and satisfaction. Similarly, Richn\u0026aacute;k and Gubov\u0026aacute; (\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) emphasized that the primary objective of reverse logistics is to minimize resource utilization, thereby reducing waste while simultaneously improving the efficiency of recycling logistics.\u003c/p\u003e \u003cp\u003eB. Reverse Logistics and Customer Satisfaction\u003c/p\u003e \u003cp\u003eH\u003csub\u003e02\u003c/sub\u003e: There is no significant relationship between reverse logistics and customer satisfaction of noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eCorrelation Result of Reverse Logistics and Customer Satisfaction\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCorrelation Coefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSig. (2-tailed)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDecision\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eReverse Logistics\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.593**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eAccept Null\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCustomers Satisfaction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e**. Correlation is significant at the 0.01 level (2-tailed).\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e indicates that a positive and significant relationship exists between the variables. The correlation statistic (r\u0026thinsp;=\u0026thinsp;.0. 593, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) shows that reverse logistics can explain 59.3% of variations in customer satisfaction and vice versa which indicates a moderate relationship hence, the null hypothesis is rejected.\u003c/p\u003e \u003cp\u003eThis is consistent with Hsu et al. (\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) assertion that the primary goal of reverse logistics is to minimize resource usage and improve customer satisfaction, thereby reducing waste while enhancing the efficiency of recycling logistics. Similarly, Pinto (\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) found that optimizing reverse logistics can boost a company's revenue by up to 5% of total sales which will in turn seek to improve customers\u0026rsquo; satisfaction.\u003c/p\u003e \u003cp\u003eC. Eco-design and Customer Loyalty\u003c/p\u003e \u003cp\u003eH\u003csub\u003e03\u003c/sub\u003e: There is no significant relationship between eco-design and customer loyalty of noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eCorrelation Result of Eco-design and Customers Loyalty\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCorrelation Coefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSig. (2-tailed)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDecision\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEco-design\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.665**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eAccept Null\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCustomers Loyalty\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e**. Correlation is significant at the 0.01 level (2-tailed).\u003c/p\u003e \u003cp\u003eThe result of Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e indicates a positive and significant relationship exists between the variables. The correlation statistic (r\u0026thinsp;=\u0026thinsp;.0. 665, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) shows that eco-design can explain 66.5% of variations in customer loyalty and vice versa which represents a strong relationship between the variables. Hence the null hypothesis is rejected.\u003c/p\u003e \u003cp\u003eThis is consistent with the findings of Lu and Hitchcock (2012), who noted that adherence to regulatory practices often focuses on reducing or eliminating hazardous materials in products and packaging, as well as promoting recycling, reuse, and environmentally friendly disposal methods. These measures can significantly influence costs, enhance company or brand image, and benefit the environment. Additionally, Abdullah et al. (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) highlighted that adopting GSCM practices having eco-design has a positive impact on a firm's marketing performance centred on customer loyalty.\u003c/p\u003e \u003cp\u003eD. Eco-design and Customer Satisfaction\u003c/p\u003e \u003cp\u003eH\u003csub\u003e04\u003c/sub\u003e: There is no significant relationship between eco-design and customer satisfaction of noodles-producing companies in Rivers State.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4.4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eCorrelation Result of Eco-design and Customer Satisfaction\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariables\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCorrelation Coefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSig. (2-tailed)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eDecision\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEco-design\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.622**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003e.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eAccept Null\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCustomers Satisfaction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e46\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e**. Correlation is significant at the 0.01 level (2-tailed).\u003c/p\u003e \u003cp\u003eThe result of Table\u0026nbsp;4 indicated a positive and significant relationship between the variables. The correlation statistic (r\u0026thinsp;=\u0026thinsp;.0. 622, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) shows that eco-design can explain 62.2% of variations in customer satisfaction. This is an indication of a positive relationship between the variables which is significant at .000. Hence the null hypothesis was rejected.\u003c/p\u003e \u003cp\u003eThis aligns with the findings of Koh et al. (2012), which highlight that eco-product design involves efficient material utilization and waste reduction which has become customers\u0026rsquo; preference. Therefore, reducing waste can lower organizational costs, while efficient material use positively influences environmental performance which has a satisfactory perception for customers. Similarly, Huang et al. (\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) emphasized that regulatory practices often focus on minimizing or eliminating hazardous materials in products and packaging, alongside adopting recycling, reuse, and environmentally friendly disposal methods. These practices can significantly affect costs, enhance company or brand image, improve customer satisfaction, and contribute to environmental sustainability.\u003c/p\u003e"},{"header":"CONCLUSION","content":"\u003cp\u003eThe findings of this study underscore that implementing Green Supply Chain Management (GSCM) practices, specifically reverse logistics and eco-design, significantly enhances marketing performance by improving customer loyalty and satisfaction. Reverse logistics plays a pivotal role in reducing waste and environmental footprints by efficiently managing product recovery, reuse, and recycling processes. This leads to heightened customer loyalty and satisfaction, as indicated by the strong positive correlations observed in the analysis. Furthermore, eco-design, which emphasizes the efficient use of materials and the reduction of waste, has a substantial positive impact on both customer loyalty and satisfaction. These practices not only lower organizational costs but also improve environmental performance and brand perception.\u003c/p\u003e \u003cp\u003eThe study concludes that noodles-producing firms should comprehensively adopt environmentally sustainable practices across all phases of their supply chain, from product design and packaging to distribution and end-of-life disposal. Such practices enable firms to achieve economic, social, and environmental benefits, while simultaneously enhancing customer perceptions and fostering loyalty. Additionally, these findings align with existing literature, reinforcing that the integration of GSCM practices contributes positively to a firm's overall marketing and operational performance.\u003c/p\u003e"},{"header":"RECOMMENDATIONS","content":"\u003cp\u003eBased on the findings and conclusions discussed in the previous sections, the study recommends the following:\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eComprehensive Adoption of GSCM Practices\u003c/strong\u003e \u003cp\u003eNoodles-producing firms should fully integrate Green Supply Chain Management practices across all supply chain phases, including product design, packaging, distribution, and end-of-life disposal. This approach will enable them to achieve sustainability and enhance their marketing performance.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eEnhancing Reverse Logistics\u003c/strong\u003e \u003cp\u003eCompanies should prioritize the implementation of robust reverse logistics systems to manage product recovery, recycling, and waste reduction efficiently. These efforts will significantly reduce environmental footprints, boost customer satisfaction, and foster loyalty.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003ePromoting Eco-Design\u003c/strong\u003e \u003cp\u003eFirms should focus on eco-friendly product designs that optimize material utilization and minimize waste. This strategy can enhance environmental performance while positively influencing customer loyalty and satisfaction.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eReducing Organizational Costs\u003c/strong\u003e \u003cp\u003eAdopting environmentally sound practices, such as recycling and reuse, can lower production and operational costs. Companies should leverage these practices to improve economic efficiency while benefiting the environment.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eImproving Brand Perception and Sustainability\u003c/strong\u003e \u003cp\u003eFirms should align their operations with environmental sustainability goals, as this enhances brand image and aligns with customer preferences for sustainable products. By doing so, companies can build stronger relationships with their customers, gaining competitive advantages in the market.\u003c/p\u003e \u003c/p\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003eSUGGESTION FOR FURTHER STUDIES\u003c/h2\u003e \u003cp\u003e \u003cstrong\u003eExploring GSCM Practices in Other Industries\u003c/strong\u003e \u003cp\u003eFuture research could investigate the impact of Green Supply Chain Management practices, such as reverse logistics and eco-design, in other manufacturing sectors beyond noodles production. This would provide comparative insights into how different industries adapt and benefit from GSCM practices.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eLongitudinal Studies on GSCM Implementation\u003c/strong\u003e \u003cp\u003eA longitudinal approach could examine the long-term effects of adopting GSCM practices on marketing performance, environmental sustainability, and cost efficiency. This would provide a deeper understanding of how these practices evolve and sustain their benefits over time.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eConsumer Perception of Eco-Friendly Practices\u003c/strong\u003e \u003cp\u003eFurther research could focus on customer attitudes and behaviours toward eco-design and reverse logistics, specifically analyzing how these practices influence brand loyalty and satisfaction across different demographics and regions.\u003c/p\u003e \u003c/p\u003e \u003cp\u003e \u003cstrong\u003eTechnological Innovations in Reverse Logistics\u003c/strong\u003e \u003cp\u003eStudies could explore the role of advanced technologies, such as artificial intelligence and blockchain, in optimizing reverse logistics systems. This would provide insights into how technological advancements can further enhance waste reduction, resource recovery, and customer satisfaction in the supply chain.\u003c/p\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003cp\u003e \u003ch2\u003eCOMPETING INTERESTS\u003c/h2\u003e \u003cp\u003eAs the Author, I declare that I have no competing interests. I have no direct or indirect financial or non-financial interests related to the work submitted for publication.\u003c/p\u003e \u003c/p\u003e\u003ch2\u003eFUNDING\u003c/h2\u003e \u003cp\u003eNo funds, grants, or other support was received.\u003c/p\u003e\u003ch2\u003eAUTHORS\u0026rsquo; CONTRIBUTION STATEMENTS\u003c/h2\u003e \u003cp\u003eThis publication only has one author as the main author of this manuscript.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eAbdullah R, Mohamad MN, Thurasamy R (2019) Towards sustainable performance: Promoting eco-design in green supply chain management practices. \u003cem\u003eInternational Journal of Supply Chain Management\u003c/em\u003e, 8(3), 609\u0026ndash;616. 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Available at: \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.emerald.com/insight/content/doi/10.1108/CR-04-2015-0024/full/html\u003c/span\u003e\u003cspan address=\"https://www.emerald.com/insight/content/doi/10.1108/CR-04-2015-0024/full/html\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e (Accessed on 11th November 2024)\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"University of Port Harcourt","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Green Supply Chain Management (GSCM), Reverse Logistics, Eco-Design, Customer Loyalty, Customer Satisfaction, and Sustainability","lastPublishedDoi":"10.21203/rs.3.rs-6702064/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6702064/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eEnvironmental sustainability has become a critical focus in supply chain management, driven by increasing ecological concerns and the global call for climate action. This study examines the relationship between Green Supply Chain Management (GSCM) practices specifically reverse logistics and eco-design and marketing performance in noodles-producing companies in Rivers State, Nigeria. Grounded in the Resource-Based View and Institutional Theory, the research employs a cross-sectional design, with data collected from 53 managerial personnel across four firms using structured questionnaires. Hypotheses were tested through Spearman\u0026rsquo;s Rank Correlation analysis. The findings reveal significant positive relationships between GSCM practices and marketing performance indicators, namely customer loyalty and satisfaction. Reverse logistics, which focuses on recycling, reuse, and waste reduction, demonstrated a strong correlation with both customer loyalty (r\u0026thinsp;=\u0026thinsp;0.887, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) and customer satisfaction (r\u0026thinsp;=\u0026thinsp;0.593, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001). Similarly, eco-design, emphasizing efficient material utilization and reduced environmental impacts, was strongly associated with customer loyalty (r\u0026thinsp;=\u0026thinsp;0.665, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) and satisfaction (r\u0026thinsp;=\u0026thinsp;0.622, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001). These findings underscore the role of sustainable practices in enhancing brand perception, operational efficiency, and customer retention. The study concludes that comprehensive adoption of GSCM practices not only improves environmental performance but also fosters competitive advantage and marketing success. Recommendations include promoting eco-friendly designs, enhancing reverse logistics systems, and reducing costs through sustainable practices. Future research should explore GSCM in diverse industries, the role of technology in reverse logistics, and customer perceptions of sustainability. These insights contribute to advancing GSCM as a strategic tool for sustainability and market growth.\u003c/p\u003e","manuscriptTitle":"An Examination of Green Supply Chain Management Practices and Marketing Performance of Noodles-producing Companies in Rivers State","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-05-21 10:22:54","doi":"10.21203/rs.3.rs-6702064/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"a66d7b49-f157-4004-afd4-d30ed4ef7e50","owner":[],"postedDate":"May 21st, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":48845460,"name":"Marketing"}],"tags":[],"updatedAt":"2025-05-21T10:22:54+00:00","versionOfRecord":[],"versionCreatedAt":"2025-05-21 10:22:54","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6702064","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6702064","identity":"rs-6702064","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}