Green Selling Antecedents and their effects on Business Performance of Fast-Food firms in Port Harcourt, Nigeria

Abstract This study investigated the relationship between green selling and business performance of fast-food firms in Port Harcourt, Rivers State. In response to the growing environmental consciousness and the increasing emphasis on ecological business activities, firms are delving into green strategies as source of competitive advantage. Particularly, this study examines the effect of green innovation and eco-labeling on some of the critical performance metrics. The study adopted a cross-sectional research design and primary data were collected and analyzed to determine the extent of relationships among the study variables. The aftermath findings of the study shows that green selling practices, particularly green innovation and eco-labeling have significant and positive outcomes on business performance proxies on well as staff drive and organizational goodwill. The study concludes that adopting green selling strategies would enhance firm’s performance and reinforce competitive positioning among fast-food firms. It therefore recommends that business executives and owners prioritize inventive and environmentally responsible reforms to improve organizational performance.