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

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.