Effect of Green Distribution on Performance of Registered Supermarkets in Kenya

Purpose: The effect of green distribution on performance of registered supermarkets in Kenya.Design/Methodology/Approach: The research is based on natural resource based view theory. The research design used is descriptive and correlational. The research philosophy used was pragmatism. The Retail Trade Association of Kenya has registered 31 supermarkets as United Nations establishments. The study's target population comprised of 155 executive managers from all the 31 supermarkets registered with the Kenya Retail Traders Association. This study used a combination of census and purposive sampling.& The total population of all the surveyed supermarkets was made up of 31 supermarkets which were registered by the retail trade association of Kenya. To collect data, the researcher made use of a questionnaire and interview guide. The study used both descriptive and inferential statistics to analyze data using the Statistical Package for Social Scientists version 29. Thematic analysis was used to analyze the interview responses. This information was presented in figures and tables.Findings: Simple linear regression result indicated that green distribution had a positive and significant effect on the performance of registered supermarkets in Kenya (β = 0.472, P = 0.000).Implications/Originality/Value: Green distribution was found to significantly influence the performance of registered supermarkets in Kenya. The study revealed that practices such as vendor-managed inventory, transport optimization, and consolidation of shipments contributed to operational cost savings and improved service delivery.