Green It, Green Marketing, And the Performance of Manufacturing Small and Medium Enterprises in Nakawa Division.
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Date
2025-10-20
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Makerere University Business School
Abstract
The purpose of the study was to assess how Green IT and Green Marketing affect the performance of manufacturing SMEs in the Nakawa division. Three objectives guided this: to examine the relationship between Green IT and the performance of manufacturing SMEs in Nakawa Division. To examine the relationship between Green marketing and the performance of manufacturing SMEs in Nakawa Division. To assess the combined effect of Green IT and Green Marketing on the performance of manufacturing SMEs in the Nakawa Division. The research showed that Green IT has a moderate positive effect on the performance of manufacturing SMEs in the Nakawa Division. Energy-efficient hardware and paperless initiatives like electronic signatures have a moderate positive effect on the performance of manufacturing SMEs in the Nakawa Division. The research also concluded that there is a positive relationship between Green Marketing and the performance of manufacturing SMEs in the Nakawa Division. Using Green Marketing in marketing activities like product quality and price eventually leads to an improvement in sales volume, market share, and revenues. Furthermore, the research concluded that employing Green IT and Green Marketing contributed 25.6% of the performance of manufacturing SMEs in the Nakawa Division. When these companies use a combination of Green IT and Green Marketing will increase sales volume, market share, and revenues by 25.6%. The study has shown that Green Marketing contributes 45.5% towards the performance of manufacturing SMEs in the Nakawa Division. Manufacturing SMEs are encouraged to incorporate Green marketing activities in their operations. This can be done by providing green product quality through eco-labeling, using non-polluting materials, recyclability, and green product price, among others.
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This Is a Master's Thesis
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Citation
Achieng, R. M. (2025). Green IT, green marketing, and the performance of manufacturing small and medium enterprises in Nakawa division. Makerere University Business School.