Green Marketing and Consumer Buying Behavior: A Framework for Sustainable Business Model Innovation

Abstract

This study addresses the persistent "green attitude-behavior gap" in price-sensitive urban environments by examining the relationship between perceived green marketing practices and consumer buying behavior. Conducted in Barangay Batasan Hills, Quezon City a highly populated urban community in Metro Manila where 70.93% of household decision-makers earn below ₱30,000 monthly a quantitative descriptive-correlational design was implemented using purposive sampling (N = 86). Data was gathered via a structured 5-point Likert scale questionnaire and analyzed using weighted mean, Pearson correlation (r), and multiple linear regression. Results revealed high overall perceptions of green marketing practices, led by eco-labeling and packaging, while green advertising scored lowest (M = 3.85). Consumer buying behavior scored high overall (M = 3.89), featuring very high environmental awareness and high repeat purchase intention, but restricted willingness to pay a premium (M =3.42). A strong, statistically significant positive relationship was confirmed between green marketing practices and buying behavior (r = 0.658, p < 0.002). Regression analysis (R² = 0.507) identified eco-labeling and packaging as the primary driver (beta = 0.412, p < 0.001), followed by product sustainability features (beta = 0.284, p = 0.002). These findings demonstrate that while urban consumers possess strong ecological consciousness, budget boundaries prevent them from absorbing premium price markups. Consequently, the empirical findings served as the foundation for a localized Green-to-Value (G2V) Sustainable Business Model Innovation (SBMI) framework. The G2V framework guides community micro, small, and medium enterprises (MSMEs) to replace price markups with unit-cost parity, neighborhood refill hubs, and deposit-return loyalty systems.