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Marketing Practices and Consumer Purchase Intention toward Environmentally Friendly Products
Subject area: Management and Commerce · Area of research: Business Management and Marketing
DOI: 10.64388/ire1724993
Abstract
This study aimed to examine the Marketing Practices and Consumer Purchase Intention toward Environmentally Friendly Products in the municipalities of Pagsanjan, Lumban, Pakil, Paete, and Siniloan. The researchers used quantitative and qualitative methods, including surveys and interviews, to gather data from 150 respondents and five business owners. The questionnaire focused on the respondents’ demographic profiles, the extent of green advertising, eco-labeling, product packaging, and pricing, and their consumer purchase intention. The researchers utilized weighted mean and Spearman’s rank correlation coefficient to analyze the data, while descriptive qualitative analysis was used to interpret the interview responses. The findings revealed that most respondents were female, aged 21–25, had reached college level, and had a monthly family income below ₱9,100. The results showed that green advertising, eco-labeling, and product packaging had significant relationships with consumer purchase intention, while eco-labeling and product packaging demonstrated highly significant relationships. However, pricing, age, sex, educational attainment, and monthly family income showed no significant relationship with purchase intention. These findings suggested that consumers’ intention to purchase environmentally friendly products was more closely associated with environmental information, product labels, and sustainable packaging than with pricing and demographic characteristics. Overall, the study emphasized the importance of improving green advertising, eco-labeling, and sustainable packaging to encourage consumers to choose environmentally friendly products and support environmental sustainability.
Keywords
eco-labeling, green advertising, pricing, product packaging, purchase intention, environmentally friendly products
References
[1] Creswell JW, Plano Clark VL. Designing and conducting mixed methods research. 3rd ed. Thousand Oaks (CA): SAGE Publications; 2018.
[2] Garcia MKF, Campos KP. Consumers’ purchase intention towards eco-friendly packaging in Kidapawan City, Philippines. DISCERN: International Journal of Design for Social Change, Sustainable Innovation and Entrepreneurship. 2022;3(2).
[3] Chuluunbaatar E, Baldangombo B. The impact of age and gender on eco-friendly purchase intention and green marketing effectiveness. Journal of Consumer Sustainability Studies. 2024;15(2):101–118.
How to cite this paper
@article{1724993,
author = {Cabillan, Jensen T., Afuang, Melydine Adora G., Igamin, Ron Wicko P., Magtibay, Aleli I.},
title = {Marketing Practices and Consumer Purchase Intention toward Environmentally Friendly Products},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {5},
pages = {2108-2117},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1724993.pdf},
abstract = {This study aimed to examine the Marketing Practices and Consumer Purchase Intention toward Environmentally Friendly Products in the municipalities of Pagsanjan, Lumban, Pakil, Paete, and Siniloan. The researchers used quantitative and qualitative methods, including surveys and interviews, to gather data from 150 respondents and five business owners. The questionnaire focused on the respondents’ demographic profiles, the extent of green advertising, eco-labeling, product packaging, and pricing, and their consumer purchase intention. The researchers utilized weighted mean and Spearman’s rank correlation coefficient to analyze the data, while descriptive qualitative analysis was used to interpret the interview responses. The findings revealed that most respondents were female, aged 21–25, had reached college level, and had a monthly family income below ₱9,100. The results showed that green advertising, eco-labeling, and product packaging had significant relationships with consumer purchase intention, while eco-labeling and product packaging demonstrated highly significant relationships. However, pricing, age, sex, educational attainment, and monthly family income showed no significant relationship with purchase intention. These findings suggested that consumers’ intention to purchase environmentally friendly products was more closely associated with environmental information, product labels, and sustainable packaging than with pricing and demographic characteristics. Overall, the study emphasized the importance of improving green advertising, eco-labeling, and sustainable packaging to encourage consumers to choose environmentally friendly products and support environmental sustainability.},
keywords = {eco-labeling, green advertising, pricing, product packaging, purchase intention, environmentally friendly products},
month = {November},
doi = {https://doi.org/10.64388/ire1724993}
}