Green Marketing and Library User Satisfaction in Zimbabwean State Universities

Abstract

Focused on Zimbabwe's academic libraries, this study examined how green marketing affects user satisfaction. The research was motivated by the fact that paper and paperboard, which are central to library functions, account for 65% of recyclable university waste and thus significantly influence global warming. This implies that new strategies are needed if the library is to maintain its competitiveness and achieve corporate sustainability. The study aimed to determine the benefits of green practices on library user satisfaction. The study was quantitative, with a multi-case research design.  An online questionnaire was utilised to collect data from 315 academic librarians at their workstations, drawn from a total population of 598.  Data was analysed with SPSS.  The study found that there is a direct link between library user satisfaction and green marketing.  The study concluded that to achieve user satisfaction, the library's greening should be prioritised.