THE ROLE OF SUSTAINABILITY PRACTICES IN ENHANCING BUSINESS PERFORMANCE
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This study investigates the role of sustainability practices in enhancing business performance. Objectives include: (1) evaluating the impact of sustainable practices on brand reputation, (2) analyzing the relationship between sustainability and customer loyalty, and (3) assessing the long-term effects on business growth. A survey design is employed to gather data from a wide range of respondents. Using Taro Yamane's formula, a sample size of 340 is derived, ensuring reliability and validity. The case study focuses on the consumer goods sector in Lagos, Nigeria, where sustainability initiatives are increasingly important. The reliability coefficient score is 0.87, indicating high reliability. Findings reveal that effective sustainability practices significantly enhance business performance by improving brand reputation, increasing customer loyalty, and driving business growth. Recommendations include integrating sustainability into the core business strategy and regularly monitoring and reporting on sustainability initiatives to enhance business performance.
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