PAMANTASAN NG LUNGSOD NG MUNTINLUPA

College of Business Administration

THINK GREEN: THE SIGNIFICANCE OF BUSINESSES THAT PLAYS IN

PRESERVING THE ENVIRONMENT

A Business Research presented to the faculty of

College of Business Administration
Pamantasan ng Lungsod ng Muntinlupa
Muntinlupa City

In Partial Fulfillment of the Degree of Bachelor of Science in Business Administration

Major in Marketing Management

By:

Tañedo, Danniela Nicole

Volante, Maria Veronica M.
Watiwat, Rose-Ann P.
Yanguas, Leslie Anne L.
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TRANSMITTAL LETTER
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TABLE OF CONTENTS

Title Page …………………………………………… I

Transmittal Letter ……………………………………………. II
Table of Contents ……………………………………………. III

CHAPTER PAGE

1 INTRODUCTION 1-3
Problem Statement 3
Research Objectives 3
Hypothesis or Assumptions 4
Background of the Study 4-8

2 METHODOLOGY 9
Sampling Design 9-11
Research Design 11-12
Data Collection 12 -13

REFERENCES 14 -16
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INTRODUCTION

Over the years, environmental degradation has gotten worse and worse, and it is

now one of the primary causes of climate change. The use of green products is widely

recognized as one of the key strategies for reducing environmental deterioration

(Can,Muhlis,Jebli: et al, 2021).

Environmentally friendly, or "green," marketing has gained popularity, and

businesses are continually looking for the most effective strategies to spread their green

message to consumers. Customers have raised their expectations and begun to take

environmental concerns more seriously. When it comes to brands, what matters is how

consumers view them and what the brand's image is. Green marketing is the practice of

promoting goods and/or services based on their favorable effects on the environment.

It's possible for such a good or service to be ecologically friendly in its design,

production, and/or packaging. Green marketing makes the obvious assumption that

prospective customers will consider a product or service's "greenness" to be an

advantage and base their purchase decision accordingly. Because human wants are

limitless and resources are scarce, it is crucial for marketers to make effective, waste-

free use of resources in order to meet organizational goals. Green marketing is therefore

necessary. Globally, customers are becoming more and more interested in

environmental conservation. Evidence from around the world shows that people are

evolving and are worried about the environment. their actions. Green marketing, which

represents the expanding market for environmentally and socially conscious goods and
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services, has resulted from this (Bukhari, 2011). Since the early 1900s, research has

given sustainable consumption more and more attention (Bangsa and Schlegelmilch,

2019). However, as evidenced by the most recent Living Planet Report 2018, we are still

a long way from adopting sustainable production and consumption practices (WWF,

2018). Despite the fact that there is no "one-size-fits-all" solution to the issue of

unsustainable consumption, the role of consumers in promoting sustainable

consumption has taken center stage in policy discussions as a result of the realization

that societal changes also necessitate personal changes (Pollex, 2017). Consumers can

influence environmental change by embracing social practices that promote sustainable

development (Barr et al., 2011). Consumer interest in sustainable consumption options

has grown recently, according to international survey patterns.

Understanding consumer attitudes and behaviors toward using environmentally

friendly items can help the environment's overall sustainability. Based on the idea of

planned behavior, this study attempts to analyze the association of green consumption

values, attitudes, and behaviors. Consumers' own values are what determine their

attitudes (TPB). Functional value and novelty value in green consumption as well as

green consumption attitudes can be used to predict green consumption behaviors (Kao

and Tu, 2015). Consumer behavior is characterized as the actions taken by a consumer

when seeking out, acquiring, utilizing, assessing, and discarding goods and services that

they believe will meet their needs. Concern for the environment is critical while making

consumption decisions. Along with the individuals in charge of the marketing initiatives of

the companies, consumers also have key responsibilities in this regard. By exercising

their purchasing power and their post-consumer obligations, consumers have begun to
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support the environment. As a result of increased consumer awareness of environmental

issues, the usage of green products—i.e., products that are neither hazardous to the

environment or to human health—has gained popularity (Onditi, 2016).

PROBLEM STATEMENT

This research will seek possible answers to the following questions:

1. What is the level of awareness of consumers on the business efforts in preserving the

environment?

1.1 Food Business Service

1.2 Retail Business

1.3 Educational Institutions

1.4 Clothing, Consumer Goods, and Furniture Businesses

1.5 Manufacturing Business

2. What are the leading considerations of consumers patronizing a business over its

competitors?

RESEARCH OBJECTIVES

1. To identify the level of awareness of consumers on the business efforts in preserving

the environment.

2. To determine the leading considerations of consumers patronizing a business over its

competitors.
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HYPOTHESIS

The researchers formulate the null hypothesis (Ho) to clearly understand the

significance of businesses that plays in preserving the environment.

Preserving the environment is not a significant factor of consumer patronage of

a business operation.

BACKGROUND OF THE STUDY

In a few decades, the movement of environmentally friendly products has resulted in an

increase in green marketing methods in most countries, including the Philippines. As a

result, there is still little evidence and lack of substantive research on the profile of

Filipino consumers as a target market for eco-friendly products, (Rosasina, 2022). Many

businesses have altered their product materials, components, and packaging in

response to environmental concerns. Technological advancements have led in the

development of more sustainable materials and manufacturing methods. Learning

about alternatives to present product formulae and components can assist update the

current range and build new, more sustainable items. It is critical to share your

commitment to sustainable business practices with your customers, (Andrew, 2022).

According to Jissy and Vinod (2013), "Many organizations seek to go green by

increasing consumer awareness and associating themselves with ecologically friendly

products." Companies choose green marketing for a variety of reasons, including the

fact that approximately 25% of consumers prefer eco-friendly products and

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approximately 28% may be considered healthy conscious." In line with this, an article

written by Milano (2019) stated that as more consumers want environmentally friendly

products and services, businesses are incorporating "sustainability" into their core

operating principles.

According to Emmert's article on 2021, PwC's poll finds that Asia-Pacific

consumers are more eco-friendly than the world average, and a huge majority of

respondents report becoming more eco-friendly. It is 86% in Indonesia, 74% in Vietnam,

and 74% in the Philippines. The Middle East is likewise seeing this trend. Some

businesses have taken the initiative to create green products that do not pollute the

environment or deplete natural resources. It has also been discovered that only 5% of

marketing statements from "Green" efforts are completely factual, and there is a lack of

standardization to confirm these claims. There is currently no norm in place to certify a

product as organic. There will be no verified means unless certain regulatory agencies

are involved in issuing the certifications. For such labeling and licensing, a standard

quality control board must be in place, (Garg et al., 2013). According to do Paço, Alves,

Shiel, and Filho (2013), Purchasing environmentally friendly products not only provides

uneven benefits, but also helps to reduce pollution and preserve natural resources. So,

addressing environmental concerns and obstacles. Green purchasing is frequently

associated with purchasing in a more ethical and environmentally sustainable manner.

As the green market develops, businesses must take into account social and

environmental goals in addition to economic goals, (Lotfi et al., 2018). Consumers are

often interested in doing their part to live more sustainably, and they want businesses to

play a role in this (Martins, 2022). Daily food choices have a huge impact on the
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environment, (Hartmann et al., 2021). Consumer food consumption patterns are rapidly

shifting. Consumers are becoming increasingly concerned about the food they consume.

They like foods that are nutritious, healthy, safe, and gentle on the environment and

animals. As a result, packaging is an important aspect in guaranteeing food safety by

preventing product damage and perishability, improving shelf life, and decreasing waste,

in order to preserve the environment from an unnecessary rise in product and waste

generation, (Chirilli et al., 2022).

According to Wadhwa & Vashisht (2013), Environmental preservation is

embraced by the retail industry, as well as those in shopping malls. Most retailers

believe that green products are popular with customers, but that they have yet to gain

widespread acceptance due to a lack of awareness and high prices. Consumers are

becoming more aware of these issues and incorporating them into their daily lives.

Retailers are highly influential, because they may influence social and environmental

sustainability in a variety of ways. For example, they can improve the sustainability of

their products and processes, increase the sustainability of their products and

operations, such as transportation and packaging, (Wiese et al., 2015).

A study conducted by Kang, Liu, and Kim in 2013, found that college students’

product knowledge, perceptions of personal relevance, and effectiveness of the product

greatly affected their attitudes and willingness to pay for sustainable products. Whereas

Eren & Yaqub (2015) identified that sustainable consumption practices related to

conscious consumption and environmental awareness, such as avoiding paper waste,

sending an e-mail rather than a hard copy, and converting reading habits to e-
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documents, were discovered. Given that environmental awareness leads to more

sustainable consumption.

According to the article made by Magkilat in 2021, In the Philippines the report

showed that 54 percent of families in the Philippines were classified as "eco -actives"

or "eco-considerers." This meant that households made regular steps (eco-actives)

or took some actions (eco-considerers) to lessen their environmental impact.

"Consumers are becoming more aware and sensitive of our environmental footprint."

They understand the critical role that manufacturers and merchants play in ensuring

that sustainable alternatives, including more affordable solutions for lower-income

households, are available to all."

A study by Gano-an (2018). The authors discovered a shift in consumer behavior

toward more environmentally friendly living. Even if there are various green marketing

campaigns led by environmentalists, the problem of mitigating the impact of plastic

products on the environment persists. The study provided an analysis of the emerging

issues caused in hypermarkets and supermarkets by the use of plastic bags. With the

collaboration of environmentalists and the government sector, the study aims to reduce

the use of plastic bags when shopping and promote environmental campaigns to raise

consumer awareness.

According to study conducted by Gutierrrez & Seva (2016), From the findings it

was revealed that the respondents have considerably more positive feelings/emotions

than negative feelings/emotions when purchasing an eco-product, but participants are

indifferent to experiencing positive and negative feelings/emotions when purchasing a

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non-eco product. By demonstrating the emotional benefits of eco-friendly items, more of

them may be seen on the market, thereby benefitting the global environment in general.

Even though more than half of customers reject enterprises with unsustainable

procedures or items, eco-friendly concerns do not always restate consumer behavior.

Furthermore, the benefits of turning green for firms include, (Parletta, 2019). The new

marketing techniques, such as green, environmental, and eco-marketing, not only

refocus, alter, or enhance current marketing thought and practice, but also strive to

question conventional approaches and offer a significantly different perspective. Green

showcasing must fulfil two targets: improved natural quality and consumer loyalty,

(Manida & Nedumaran, 2019). According to Nagaraju & Thejaswini (2014), Firms have

gradually implemented green marketing practices in their projects as a part of social

conscience, and they are demanding to reach consumers with their green messages,

Furthermore, it allows businesses to bring in more consumers and shape their products

or services to meet their demands, or to change consumers' behavior toward their

products or services, (Agyeman, 2014).

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METHODOLOGY

This chapter discussed the method and procedure used in the study. The respondents of

the study, research design, research instrument, research locale, data gathering

procedure, and the statistical treatment of the data.

SAMPLING DESIGN

RESPONDENTS AND PLACE OF THE STUDY

The respondents involved in the study are 104 respondents who are 18-40 years

old consumers within the National Capital Region and the Greater Manila Area,

Philippines, through convenience sampling a method adopted by researchers where

they collect market research data from a conveniently available pool of respondents. It is

the most commonly used sampling technique as it’s incredibly prompt, uncomplicated,

and economical. In many cases, members are readily approachable to be a part of the

sample.

SAMPLING TECHNIQUE

The study will use the convenience sampling. The most commonly used type of non-

probabilistic sampling is convenience sampling. It entails interviewing respondents who

are "convenient" for the researcher, (Edgar & Manz, 2017).

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SAMPLING SIZE

The researchers calculate the sample size. Sampling size is calculated in two steps:

First, calculate the sample size of infinite populations. Second, adjust the sample size to

required population.

FORMULAS:

Z = Z score

p = population proportion (assumed to be 50% = 0.5)

S = sample size for infinite population

M = margin of error

First calculation (infinite populations)

S = Z2p (1 − p)/ M2

S = (1.96)2 (0.5) (1 – 0.5)/ (0.05)2

S = (3.8416) (0.25)/ 0.0025

S = 384.16

Second calculation (required populations)

Required Population = 142 out of 13 million Filipinos in NCR/ GMA

S = (S)/ [1 + {(S − 1)/Pop}]

S = 384.16/ [1 + {(384.16 − 1)/142}]

S = 384.16/ 3.6983

S = 103.874753

S = 104

Therefore, the sample size is 104.

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RESEARCH DESIGN

NATURE OF RESEARCH DESIGN

This study used descriptive research design in gathering data, which is defined

as aiming to describe a situation and explore the cause of the phenomenon through

survey questionnaire. It is appropriate in determining the significance of business that

plays in preserving the environment, which is the main concern of this study.

RESEARCH INSTRUMENT

The instrument used by the researcher is a self-structured questionnaire it was

divided into three parts. Part one is the personal data of the demographic profile of the

respondents. The second part is to identify the level awareness of consumers pertaining

to the efforts of in preserving the environment. The third part is to determine the

consumers patronizing a business over its competitors.

The questionnaire serves as the instrument used by the researchers to collect

data and information needed in the study. It was formulated and organized in such a

manner that each part has a certain statement with precise and comprehensive items.

PRIMARY AND SECONDARY SOURCES

The researchers will use primary and secondary data as necessary gathered

from the respondents and other research related to the study.

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Primary Source:

This study utilized traditional survey handouts and online surveys constructed by the

researchers as a way of collecting the desired data. The questionnaires had been

formulated to determine the significance of businesses that plays in preserving the

environment.

Secondary Source:

The researchers gathered data from the articles and research studies that are

accessible for everyone. The articles and other research studies that have read

consisted data or information about the significance of businesses that plays in

preserving the environment

RESEARCH LOCALE

This study will be conducted within NCR and GMA from November to December

2022 to support the study entitled Think Green: The Significance of Businesses that

Plays in Preserving the Environment.

DATA COLLECTION

DATA GATHERING PROCEDURE

The researcher will utilize traditional survey handouts and online surveys to meet

the sampling size required for the study. The researchers will tabulate the data from the

generated google forms and input results from traditional surveys into the spreadsheets
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generated from the former. Convenience sampling will be utilized to support the time

limitation of the semester.

SCALES AND STATISTICAL TREATMENT

After researcher had gathered all the data, to assume the interpretation of the

data which will obtain from the study, the following statistical formula was needed.

Frequency count, mean average, ranking, and T-test.

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