The Impact of Green Marketing Practices as A Basis for Sustainable Advertising Strategies
DOI:
https://doi.org/10.5281/zenodo.2064547Keywords:
Green Marketing, Consumer Behavior, Environmental Awareness, Brand Values, Eco-Friendly Purchase, Corporate Social Responsibility, Ecological Stewardship, Sustainable Development.Abstract
This study examined the influence of green marketing practices on consumer purchasing behavior among employed individuals residing along Congressional Road in Dasmariñas City, Cavite. Specifically, the study investigated how eco-friendly products, sustainable practices, transparency, consumer education, and partnerships affect consumer attitudes, subjective norms, and perceived behavioral control. A quantitative cross-sectional research design was utilized using a researcher-developed Green Marketing Questionnaire (GMQ). Data were collected from 381 employed respondents selected through probability random sampling across four barangays in Dasmariñas City. Descriptive statistics, regression analysis, and one-way ANOVA were employed using SPSS Version 27. Findings revealed that respondents generally perceived green marketing practices positively, particularly sustainable practices and transparency. Regression analysis demonstrated a very strong positive relationship between green marketing practices and consumer behavior (R = .949, R² = .900). The ANOVA results confirmed that green marketing practices significantly predicted consumer behavior, F(1,379) = 3401.894, p < .001. The regression coefficient further showed that every one-unit increase in green marketing practices corresponded to a .960 increase in consumer behavior. The study concluded that green marketing significantly influences consumer purchasing decisions and enhances consumer trust, purchase intentions, and brand loyalty. Businesses are therefore encouraged to integrate authentic sustainability initiatives, transparent communication, and consumer education into their marketing strategies to promote long-term sustainable consumption behavior.
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