Tactical Green Marketing Orientation: A Tool for Achieving Environmental Performance of SMEs in Oyo State, Nigeria

SMEs have long been recognized as notable engines that contribute to the growth and development of the economy. The lack of awareness, limited government incentives, and low environmental literacy are challenges facing the environmental performance of the SMEs. Tactical green marketing orientation represents a flexible strategy as an option to the SMEs in their intent to reduce their adverse impact on the natural environment, however how and when to venture along with the greener production remain a far greater challenge. This study seeks to evaluate the relationship between tactical green marketing orientation and environmental performance of selected SMEs in Oyo state. The study adopted an explanatory research design targeting employees of manufacturing SMEs operators in Oyo state while sample sizes of 384 were determined using Taro Yamane’s formula. Data were collected using a structured questionnaire and analyzed with regression analytical technique to test hypotheses. The findings indicated that green product has a significant and positive effect on environmental performance (t= 15.180, P-value = 0.000); and green promotion has a significant and positive effect on environmental performance (t=14.480, Pvalue = 0.000). Furthermore, tactical green marketing orientation has positive and statistically significant effect on environmental performance (t= 5.286, P-value = 0.00; t= 4.929, P-value = 0.00). It is therefore recommended that SMEs should continue to develop product packages that are re-usable, recyclable and biodegradable to stay competitive in the business environment; and to engage in activities that aid reduction in carbon emission which enhances their environmental value.