GREEN CUSTOMER DEMAND AND SUPPLY CHAIN PERFORMANCE OF FOOD AND BEVERAGES MANUFACTURING COMPANIES IN SOUTH-SOUTH, NIGERIA
This study examined the relationships between green customer demand and supply chain performance of the food and beverages manufacturing companies in South-South Nigeria. The study adopted a cross-sectional survey research design. The population of this study was seven six (76) food and beverages manufacturing companies in south-south Nigeria. Primary data was generated through structured questionnaire. Hence, we study the entire accessible population (census) of the seven six (76) food and beverage manufacturing companies. However, the researcher selected one (1) respondents from each of these companies’ which are Procurement managers to whom copies of questionnaire was administered. Thus, the total numbers of respondents were (76). However 12 copies of questionnaire were return but unusable hence sixty four (64) copies were used for data analysis. The research instrument was validated the reliability of the instrument was achieved by the use of the Cronbach Alpha coefficient with all the items scoring above 0.70. Three hypotheses were tested using the Spearman’s Rank Order Correlation Statistics. Findings revealed that there is a significant positive relationship between green customer demand and supply chain Performance. Specifically; green customer demand has a positive significant relationship with supply chain effectiveness, supply chain efficiency and supply chain reliability. Hence, the study concludes that, green customer demand positively enhances supply chain performance. This suggests that when these manufacturing companies implement environmentally friendly practices by meeting up customers demand it leads to improvements in their overall supply chain performance. The study recommends that, Food and beverage manufacturing companies should adopt sustainable practices. This shift requires a focus on green supply chain management to optimize environmental performance and meet customer expectations for eco-friendly products. Thereby, reduce cost, and untimely improve customers’ satisfaction.
KeyWords: Green Customer Demand, Supply Chain Performance, Supply chain effectiveness, Supply Chain Efficiency, Supply Chain Reliability
