Purchasing habits of students toward Green Marketing in Nueva Ecija, Philippines

Abstract

Green products not only help your business stand out in a saturated market, and they often help alleviate some of the burden humans take on the environment. This paper examined the green consumer values, consumer behavior towards green products, green marketing on consumer purchase intention, and factors affecting the purchase of green products. The study used quantitative descriptive method. This research surveyed 134 students from private schools and institutions in Nueva Ecija. . It was concluded the following consumers: (1) are using products that are environmental friendly, does not mean they are automatically environment responsible and are not related of environmental concerns, but should be a collaborative effort of all individuals; (3) depends on the price and their awareness on such as preference in choosing green products over conventional products to their purchase habits; (2) believe it is not only the government and business that will take charge; and (4) who have past experience on green products affect their purchase intention. The researcher recommends to educate consumers on their social responsibility in purchasing, particularly to choose green products over conventional products. Likewise, organizations and corporations to target their customers and improve their brand image can emphasize green packaging. And, government agencies should undertake environmental protection programs in order to raise green awareness