Influence of Customer Demand and Green Product Innovation on Firms’Performance:ACase of Food Processing Firms in Tanzania

Julian Kimario


The study aimed at examining relationship between customer demand
and green product innovation to firms’ performance as a way of creating
wealth to the business. Lack of clear link between these variables and
limited literature in Tanzanian context produced a research gap to study
with the following research questions: a) Does customer demand
influence green product innovation? b) Does green product innovation
stimulate a firm’s performance?
Data were collected from 75 manufacturing firms in Dar es Salaam
using questionnaire from the CEOs, technical and marketing directors
of the selected companies. The collected data were analysed using
descriptive statistics and Chi-square to establish the relationship
between the variables of the study.
The study findings indicated relationship between customer demand
and green product innovation, and between green product innovation
as well as firm’s performance. It implies that managers have to study
customer preferences and buying behaviours so as to develop flexible
strategies to satisfy their demand. By so doing, managers will be in a position to develop new green products to meet customer needs that
are likely to be priced high and ultimately may enhance business revenue
that would lead to business performance.

Keywords: Customer demand, Green Innovation, firm’s performance and
wealth creation

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[ISSN 1821-7567 (Print)  & eISSN 2591-6947 (Online)]