EFFECTS OF GREEN MARKETING INITIATIVES ON ENVIRONMENTAL

PROTECTION INVOLVEMENT AMONG GENERATION Z

IN SELECTED AREAS IN CAVITE

Undergraduate Thesis
Submitted to the Faculty of the
College of Economics, Management and Development Studies
Cavite State University
Indang, Cavite

In partial fulfillment
of the requirements for the degree
Bachelor of Science in Business Management

JOYCE ANNE B. AMBAGAN

JAMES PATRICK R. CHAVEZ
ABIGAIL JOY A. SALUD
KURT ANNE O. SANCHEZ
August 2023

i
 BIOGRAPHICAL DATA

Joyce Anne B. Ambagan was born on the 5th day of December 2000 in

Dasmariñas, Cavite. She is the youngest among the three children of Dominador and

Ofelia Ambagan. She is currently residing in Amadeo, Cavite, the Coffee Capital of the

Philippines.

In addition, she spent seven years studying at Amadeo Elementary School from

kindergarten up to sixth grade and finished her primary education in 2013. She

obtained her secondary education from different schools. She spent her junior high

school years at Amadeo National High School. Then, transferred and spent her senior

high school years at Olivarez College Tagaytay, wherein, she studied Accountancy,

Business, and Management (ABM) to focus on her chosen career path.

In 2019, she enrolled at Cavite State University – Don Severino de las Alas

Campus in Indang, Cavite and took Bachelor of Science in Business Management

major in Marketing Management and a consistent academic scholar all throughout her

academic years at the university. She obtained her degree in August 2023.

ii
 BIOGRAPHICAL DATA

James Patrick R. Chavez was born on July 31, 2000 in the province of Cavite,

the land of the brave and known for its diversity at topography and slope and was

raised in Amadeo, Cavite the Coffee Capital of the Philippines. He is the middle child

of the three children of Lilibeth and Rico Chavez. He is living with his parents and

siblings.

His primary education from first grade to sixth grade was completed at the

Amadeo Elementary School. During his first to fourth grade, he was a regular student

and eventually he transferred to science class in his fifth to sixth year. He attended his

secondary education at the Amadeo National High School. During his high school year,

he joined basketball and chess club and gained some special recognitions. He

attended Rogationist College for his senior high school. He was an Accountancy,

Business, and Management student. He graduated with a special honor as Ergates

Awardee as Ministry of Altar Member.

He enrolled in Bachelor of Science in Business Management major in

Marketing Management and a consistent academic scholar since the first year of

college. He obtained his degree in August 2023.

iii
 BIOGRAPHICAL DATA

Abigail Joy A. Salud was born on December 31, 2000 in Rosario in the

province of Cavite, which is known for its rich history and many national heroes. She

is the fourth child of Gracita Abarro and Federico Salud. She is a resident of Trece

Marteres City, Cavite.

Moreover, from first to sixth grade, she completed her primary education at

Silangan Elementary School, where she received numerous awards, including the First

Honorable Mention. She attended Cavite State University’s Science Education

Laboratory School in Rosario Campus throughout her middle school education, where

she was one of the school's few graduates.

After that, she attended St. Mary Magdalene School for her senior high school.

She studied Accountancy, Business, and Management (ABM) and managed to

graduate with the highest honors. She began her college education at Cavite State

University - Don Severino de las Alas Campus in 2019, where she earned a bachelor’s

degree in business management with a specialization in Marketing Management. She

obtained here degree in August 2023.

iv
 BIOGRAPHICAL DATA

Kurt Anne O. Sanchez was born in the province of Antique, famed for its

resorts and agricultural goods, on September 10, 2000, and was raised in Patnongon.

She is Melinda Sanchez's eldest child. Currently, she lives with her relatives.

In addition, she finished her primary education from the first - sixth grade at

Tamayoc Elementary School in 2013, where she obtained numerous awards, including

class valedictorian.

During her secondary education, she attended both St. Augustine Academy

and Grace Baptist Christian Church. She also attended General Mariano Alvarez

Technical High School and studied Accounting, Business, and Management (ABM)

and graduated with honors in 2017.

The following academic year, she enrolled in the Bachelor of Science in

Business Management program at Cavite State University in Indang, Cavite. She

decided after two semesters to pursue a Bachelor of Science in Business Management

with a major in Marketing Management and became a consistent academic scholar at

the university in 2023. She obtained her degree in August 2023.

v
 GENERAL ACKNOWLEDGEMENT

From the beginning to the end of the study, the authors would like to express

their sincere appreciation and gratitude towards various individuals who contributed

and extended their critical assistance, time, moral support and encouragement:

Mr. Elmer D. Baybay, thesis adviser, for his compassion, untiring assistance

and constant encouragement all throughout the completion of the study;

Ms. Janice E. Paiton, technical critic, for her time and effort, and thorough

analysis of the technical areas of this study;

Ms. Danikka A. Cubillo, thesis coordinator, for her detailed and constructive

comments and suggestions for the enrichment of the study;

Dr. Maria Corazon A. Buena, the chairperson of the Department of

Management, for her assistance, as well as her approval;

Ms. Mary Grace A. Ilagan, the research coordinator at the College of

Economics, Management, and Development Studies, deserves special

acknowledgment for her help and approval of the research.

Dr. Tita C. Lopez, the dean of the College of Economics, Management, and

Development Studies, provided invaluable support and guidance throughout the

research process.

Dr. Zandro M. Catacutan, a statistician, played a vital role with his statistical

expertise during the analysis and interpretation of the collected data.

The faculty and staff of the College of Economics, Management, and

Development Studies are recognized for their valuable contributions. Their knowledge

and experiences greatly assisted the researchers.

The participants also deserve gratitude for their time, understanding, and

enthusiasm in completing the research survey questionnaire. Their meaningful

responses effectively contributed to achieving the study's objectives.

vi
 Most of all, the Almighty God, for his unending divine love, guidance and

blessed them with courage, understanding, and patience to pursue and overcome the

challenges that arose. This piece of work is dedicated to every one of them.

THE AUTHORS

vii
 PERSONAL ACKNOWLEDGEMENT

The author would like to thank following people who gave their full support and

invaluable contribution to the success of this study:

First and foremost, the Almighty God, for all the blessings and His guidance

all throughout their journey. With His presence, they were able to push through and

finish this study;

Her thesis partners and friends, Kurt, James and Abigail, for their time, effort,

patience and to all those sleepless nights with them. For exploring together, for the

memorable experiences. Also, for fighting, for not giving up and for giving it their all to

complete this study;

Her parents, Ofelia and Dominador, and her siblings, Kuya Jeff and Ate Jen,

for their unconditional love, sacrifices, understanding and unending support to finish

her studies.

Her relatives, especially Tita Beth, for her financial support and words of

encouragement;

Her friends, for their love, and mental and emotional support; for being so

supportive all the time, for sharing similar interests, and for having each other’s back;

Lastly, to her idols, Treasure, who had her through ups and downs. For being

an inspiration, an anchor. For bringing comfort, peace, happiness, life lessons, and for

being there all the time.

This piece of work is genuinely dedicated to all of them.

JOYCE ANNE B. AMBAGAN

viii
 PERSONAL ACKNOWLEDGEMENT

First and foremost, the author would like to thank God for giving him support

and for always being there through thick and thin. Without God’s love and knowledge,

this will all be impossible to accomplished.

Additionally, the research would not also be possible without the support and

help of the following individuals below:

His parents, Lilibeth and Rico Chavez, and its siblings, Kuya Maverick, and

Ineng Bettrice, and his grandmother Lola Deng, for their care and unmeasurable

support, love, and knowledge they gave to help the researcher to keep going and be

motivated;

His thesis groupmate Joyce, Abigail, and Kurt, for their hard work, teamwork,

persistent effort they made to finish this research. Even after all the problems faced,

they gave all their best every time, this research would not be made without those

people;

His friends who encouraged and kept his mental health intact and helped him

to relax through this stressful time.

This work is sincerely dedicated to every one of them.

JAMES PATRICK R. CHAVEZ

ix
 PERSONAL ACKNOWLEDGEMENT

The author is very grateful to God, for, without His grace and blessings, this

study would not have been possible.

Immeasurable appreciation and most profound gratitude for the help and

support are extended to the following persons who have contributed to making this

study possible:

Her parents, Grace and Rico, and her siblings, Kuya Jeff, Ate Janine, Ate

Angel, and Jeric, for their whole love, financial support, words of encouragement, and

understanding, made the author confident in making decisions and finishing the study;

Her Tita Lulu, for her unending financial and spiritual support, whose love and

guidance are with the author in whatever she pursues. Truly, a role model.

Her thesis allies, James Patrick, Joyce, and Kurty, for their patience, sacrifices,

and hard work that made this study successful. They made making study and attending

college a memorable experience;

Her friends, especially Gytha, for their guidance, opinions, and encouragement

during the ups and downs of her career. Without them, studying and college life will be

difficult and stressful.

This work is sincerely dedicated to every one of them.

ABIGAIL JOY A. SALUD

x
 PERSONAL ACKNOWLEDGEMENT

This research would not have been feasible without the assistance and support

of the individuals listed below.

The Author would like to thank God for allowing her to endure all of the

challenges, even during the most difficult times. The author has consistently

encountered God’s guidance in completing the research successfully;

Her parents, Melinda and Joseph, and her relatives, titos, titas, cousins and

friends, for their unconditional love, financial support, words of encouragement, and

sympathy provided the author the confidence to make choices and complete the

research;

Her thesis groupmates, Abigail, Joyce and James, for their perseverance,

sacrifices, and continuous effort that allowed this study to be accomplished

successfully; despite the fact that there were moments when they could not cope with

the circumstances, they nevertheless made studying and attending college an

unforgettable experience;

Her idols, EXO, SVT, NCT, especially Mark Lee, for their emotional and mental

support through their performances and music by making her happy just listening to it.

Her friends and ministry for their advice, judgments, and encouragement during

ups and downs. Studying and college life will be challenging and stressful without

them.

This work is sincerely dedicated to every one of them.

KURT ANNE O. SANCHEZ

xi
 ABSTRACT

AMBAGAN, JOYCE ANNE A., CHAVEZ, JAMES PATRICK R., SALUD, ABIGAIL
JOY A., and SANCHEZ, KURT ANNE O. Effects of Green Marketing Initiatives on
Environmental Protection Involvement Among Generation Z in Selected Areas
in Cavite. Undergraduate Thesis. Bachelor of Science major in Marketing
Management. Cavite State University, Indang Cavite. August 2023. Adviser: Mr. Elmer
D. Baybay.

Over the years, the environment is getting more polluted, which has become

the byproduct of different human activities. As people are starting to be aware and act

towards this problem, even groups and business entities actively participate on

environment protection. However, the implemented green initiatives of these entities

have no guarantee to the environmental protection involvement of individuals. As such,

determining the effects of green marketing initiatives awareness to the environmental

protection involvement could help the environment and the society.

This study aimed to determine the effects of green marketing initiatives

awareness practiced by the food enterprises on the environmental protection

involvement among Generation Z in selected areas of Cavite, specifically on

environmental protection activities as it includes a variety of actions, all of which

focuses towards a sustainable environment.

The results showed that the level of awareness of the participants on green

marketing initiatives has a tremendous and positive influence on the environmental

protection involvement of Generation Z in Cavite. The implementation of green

marketing initiatives by food enterprises benefits not only the business entity itself but

also the environment as it widens the reach of environmental protection and makes

the related information more accessible to the public. Moreover, it gave the individuals

who are willing to help an opportunity to participate in sustaining the environment.

Hence, green marketing initiatives awareness significantly affects the

environmental protection involvement of Generation Z. The study concluded that as

Generation Z are familiar to food enterprises, its green marketing initiatives play a vital

xii
role in increasing the environmental protection involvement of Generation Z. Through

that, food enterprises benefit by increased sales, good reputation, and customer

loyalty. Meanwhile, Generation Z and the environment are also benefitted as

Generation Z will be more knowledgeable and aware of the environment and practices

towards a sustainable environment. Therefore, it is recommended for future

researchers to conduct related studies for other age groups and industries in order to

expand the understanding of the influence of green marketing initiatives awareness on

environmental protection involvement and clarify the influence of the independent

variable on the dependent variable.

xiii
 TABLE OF CONTENTS

Page

BIOGRAPHICAL DATA…………………….………………………….. ii

GENERAL ACKNOWLEDGEMENT…………………………….…….. vi

PERSONAL ACKNOWLEDGMENT………………………………….…. vii

ABSTRACT……………………………………………………………….… xi

LIST OF TABLES ……………………………………………………….. xv

LIST OF APPENDICES ………………………………………………….. xvi

INTRODUCTION ………………………………………………………….. 1

Statement of the Problem ……………………………………….. 3

Objectives of the Study ………………………………………….. 4

Significance of the Study …………………………………………. 5

Time and Place of the Study ……………………………………. 6

Scope and Limitation of the Study …………………………….. 7

Definition of Terms ………………………………………………. 7

Theoretical Framework …………………………………………. 9

Conceptual Framework ………………………………………….. 10

REVIEW OF RELATED LITERATURE ……………………………….. 13

Generation Z ………………………………………………………. 13

Green Marketing …………………………………………………... 14

Green Marketing Initiatives ……………………………………… 15

Food Enterprises …………………………………………………. 17

Green Products …………………………………………………… 20

Green Activities …………………………………………………… 22

Green Policies ……………………………………………………. 23

Green Organizations ……………………………………………. 26

xiv
 Involvement to Environmental Protection Activities ………….. 26

Environmental Protection Programs …………………………… 27

Environmental Promotions ……………………………………… 28

Environmental Social Movements …………………………..… 29

Synthesis …………………………………………………………. 29

METHODOLOGY ………………………………………………………… 32

Research Design ………………………………………………… 32

Sources of Data ………………………………………………..… 33

Participants of the Study ………………………………………… 33

Sampling Technique ……………………………………….……. 34

Reliability Statistics……………………………………………….. 36

Data Gathered ……………………………………………………. 37

Statistical Treatment of Data …………………………………… 40

RESULTS AND DISCUSSION………………………………………….. 41

Socio-demographic Profile of the Generation ………………... 41

Awareness of Generation Z Towards Green

Marketing Initiatives ……………………………………. 45

Involvement of Generation Z Towards

Environmental Protection Activities …………………... 55

Implications of Green Marketing Initiatives on

Environmental Protection Involvement of
Generation Z in Selected Ares in Cavite……………… 62
SUMMARY, CONCLUSION, AND RECOMMENDATION …….…….. 66

Summary ……………………………………………….…. 68

Conclusion …………………………………………………… 68

Recommendation …………………………………………… 70

REFERENCES ……………………………………………………………. 72

APPENDICES …………………………………………………………….. 79

xv
 LIST OF TABLES

Table Page

1 The distribution of participants in selected

areas in Cavite………...……………………………………... 35
2 Level of awareness of generation z towards
green marketing initiatives scale
reliability statistics........................................................... 36
3 Level of involvement of generation z towards
environmental protection …………….………………….... 36
4 Parameter to measure the level of green
marketing initiatives of the participants............................. 38
5 Parameter to measure the level of environmental
activities involvement of the participants......................... 39
6 Demographic profile of Generation Z in selected
areas in Cavite.................................................................. 42
7 Level of awareness of Generation Z in terms of
Green products.................................................................. 46
8 Level of awareness of Generation Z in terms of
green activities …...…………............................................. 49
9 Level of awareness of Generation Z in terms of
green policies..................................................................... 51
10 Level of awareness of Generation Z in terms of
green organizations........................................................... 53
11 Level of awareness of Generation Z towards
green marketing initiatives................................................. 54
12 Level of involvement of Generation Z in terms
of environmental protection programs……………………… 56
13 Level of involvement of Generation Z in terms of
environmental promotions ….............................................. 58
14 Level of involvement of Generation Z in terms of
environmental social movements....................................... 60
15 Level of involvement of Generation Z towards
environmental protection activities..................................... 62
16 Correlation results…………………………………………………..... 63
17 Model Summary…………….………………………………………… 63

18 ANOVA ………………………….…………………………………….. 64
19 Coefficients …………………………………………………………… 65

xvi
 LIST OF APPENDICES

Appendix Page

1 Research Instrument ……………………………………………. 80

2 Request for Adviser and Technical Critic …………………...… 86

3 Title Approval Sheet ………………………………………..…… 88

4 Proposal Approval Sheet ……………………………………….. 89

5 Request for Proposal Oral Review …………………………….. 90

6 Request for Manuscript Oral Review ………………………….. 91

7 Routing Slip ………………………………………………...…..... 92

8 Certificate from Statistician …………………………………..… 99

9 Statistician data of results …………………………………….. 101

10 Certificate from English Critic……………….……………..….. 111

11 Curriculum Vitae ……………………………………………..….. 113

xvii
 1

EFFECTS OF GREEN MARKETING INITIATIVES ON ENVIRONMENTAL

PROTECTION INVOLVEMENT AMONG GENERATION Z
IN SELECTED AREAS IN CAVITE

Joyce Anne B. Ambagan

James Patrick R. Chavez
Abigail Joy A. Salud
Kurt Anne O. Sanchez

An undergraduate thesis manuscript submitted to the faculty of the Department of

Management, College of Economics, Management and Development Studies, Cavite
State University, Indang, Cavite in partial fulfillment of the requirements for the degree
of Bachelor in Science in Business Management major in Marketing Management with
Contribution No.CEMDS-BM-2023-116T. Prepared under the supervision of Mr. Elmer
D. Baybay.

INTRODUCTION

As the environment’s condition began to be more noticeable especially with the

climate change that greatly affects it and way of living, individuals and businesses are

willing to take action in helping to have a sustainable environment by implementing

green marketing initiatives (Santos, 2017; Virola, 2019) but the lack of funds is one of

the challenges that has to be addressed in order to achieve this goal (Agustini, et al.,

2021). According to McDonald’s (2022), climate change has a huge negative impact

to the food supply and community. With that, several green marketing initiatives are

done in order to save the environment.

Green marketing initiatives is an action taken towards a sustainable

environment. There are numerous actions and practices that can be done to make it

possible such as conserving water and electricity consumption by turning off the

faucets and electrical switches when not in use (Burton, n.d.). However, having the

food enterprises as the leading waste producers is no secret to the industry as Den

(2019) stated that it was because of numerous and frequent packaging use of the food
 2

enterprises. In response to this, food enterprises like McDonald’s, Starbucks, and Max’

restaurant as examples, have started implementing different green marketing

initiatives. Some of these initiatives are done by creating and having green products,

green activities, green policies and green organizations. On a study by San Juan

(2017) entitled “Green Marketing Strategies of Restaurants in Zamboanga City,

Philippines” that focused on the green marketing initiatives of the restaurants and the

reason of implementing this share that usage of green marketing initiatives strengthens

the reasons of adopting green practices and strategies. It concludes that green

marketing initiatives help improve the organizational performance of a business and

help in having a sustainable environment.

According to Hanade and Harwani (2022), green products create an additional

customer-attractive aspect which also benefits the company as it will increase sales.

Nielsen (2019) discovered that brands that promote itself as environment-friendly have

a higher sales increase compared to other brands. However, most small to medium-

sized businesses will find it difficult as it will cost more money for the business.

Another example of green marketing initiative is the green activities such as

eliminating deforestation, tree planting, providing funds and research information to

the farmers (McDonald’s, 2022; Starbucks, 2022; Yum! brands, 2022; San Miguel

Corporation, 2022 & Del Monte Philippines, Inc., 2022). In addition, food enterprises

create and implement its own green policies of which some are in line with the

government’s green initiatives. Moravcikova et al. (2017) stated that green policy is

under the corporate social responsibility which is implemented all throughout the

business premises and communicates the customer’s environmental and social

concern. Food enterprises also engage itself to green organizations by working

together towards their shared interest which is having a sustainable environment

(McDonald’s, 2022; Yum! brands, 2022).

While when it comes to people’s involvement in environmental protection

activities, several studies conducted in the past about green marketing initiatives are
 3

mostly about its effect on the purchasing decision or habits of the consumers. These

studies were limited to the green marketing initiatives that focused on consumers. A

study conducted by Shabbir, Sulaiman, Al-Kumaim, Mahmood, and Abbas (2020),

titled “Green Marketing Approaches and Their Impact on Consumer Behavior towards

the Environment—A Study from the UAE”, was created for the purpose to analyze the

effect of green marketing initiatives on the behavior of the consumer and the

environment. The result showed a positive correlation between the consumer behavior

and the environment. The study on behavior and consumers, which gave the

researcher an opportunity to analyze the green marketing and environment in terms of

awareness or environmental protection awareness of Generation Z. This previous

study directly contends the behavior or activity of the dependent variable and had no

specific age range.

While George (2017) stated that Saudi Arabian consumers are somehow

aware and knowledgeable of green marketing but has an obvious need to strengthen

the green awareness of which the major corporations have a significant role to play.

To date, there is still no studies that tried to analyze on determining the effect

of green marketing initiatives awareness on the environmental protection involvement

of Generation Z. Studies in the past failed to recognize how useful it is not only for the

company but also for the environment and society. Therefore, this study considered

Generation Z to investigate the effect of green marketing initiatives awareness on the

environmental protection involvement among Generation Z.

Statement of the Problem

This study was conducted to examine the effects of green marketing initiatives

awareness towards environmental protection involvement among Generation Z.

Specifically, the study sought to answer the following questions:

1. What is the socio-demographic profile of the participants in terms of:

a. age;
 4

b. sex;

c. civil status;and

d. highest educational attainment?

2. What is the level of awareness of Generation Z towards green marketing

initiatives in terms of:

a. green products;

b. green activities;

c. green policies; and

d. green organizations?

3. What is the level of involvement of Generation Z towards environmental

protection activities in terms of:

a. environmental protection programs;

b. environmental promotions; and

c. environmental social movements?

4. What are the implications of green marketing initiatives awareness on the

environmental protection involvement among Generation Z?

Objectives of the Study

Generally, the study was conducted to examine the effects of green marketing

initiatives awareness to the environmental protection involvement of the generation Z.

Therefore, the specific objectives of the study are the following:

1. describe the sociodemographic profile of the participants in terms of:

a. age;

b. sex;

c. civil status; and

d. highest educational attainment;

2. measure the level of awareness of Generation Z towards green marketing

initiatives in terms of:

 5

a. green products;

b. green activities;

c. green policies; and

d. green organizations;

3. measure the level of involvement of Generation Z towards environmental

protection activities in terms of:

a. environmental protection programs;

b. environmental promotions; and

c. environmental social movements;

4. assess the implications of green marketing initiatives awareness on

environmental protection involvement of Generation Z.

Significance of the Study

This research aids in the understanding of the effects of green marketing

initiatives awareness on the environmental protection involvement among Generation

Z in selected areas in Cavite and is expected to provide useful information.

This will be advantageous to the local government for them to evaluate if green

marketing is worth to include in their platforms. The results gathered will be used to

see if green marketing is useful in changing the culture or behavior of the citizens in

the area by making it eco-friendlier. This will help them know the areas to improve to

have a more peaceful and cleaner environment.

This will be useful to the environmental organizations to be promoted and be

more known to others. It can help them find and earn the trust of companies that they

can collaborate with which will be beneficial for the organization, especially with

financing their environmental projects. They could also use this as a basis for applying

green marketing if it is effective to achieve their organizational goal.

This will help the business or companies realize that the activities and

promotion they do have a massive impact on environmental protection awareness.

 6

This study will help them decide on whether using green marketing is effective for the

protection of the environment or not. They can use the information to analyze and

decide the use of green marketing and on which area to focus to improve it. Moreover,

collaboration with environmental organizations will improve their green marketing

strategy and credentials.

This study will guide the marketers to see if green marketing is an effective

strategy in terms of its effect in environmental protection awareness. Marketers are the

ones who create strategies and that thus study is seen to help their decision making

on improving the company’s marketing strategies in terms of generating awareness.

Green marketing has different aspects like company practices and advertisements.

This study could then determine if the external activities like advertising and the use of

slogans need improvement.

This study will be beneficial to Generation Z to become more aware of the

condition of the environment due to the fact that they will be informed on how it affects

their behavior. With that, they will be conscious about the environment that are in they

might be of help too in promoting green marketing activities, slogans, or

advertisements.

This study can serve as a guide to future researchers and students on

conducting new related research. This can likewise be useful in improving and

contributing to their related literature through the information that can be obtained from

this study. This would improve their knowledge about green marketing, which they can

use in conducting another study related to the effects of green marketing.

Time and Place of the Study

The study was conducted from November 2022 to January 2023 in selected

areas in Cavite: Cavite City, Kawit, Noveleta, Rosario, Amadeo, Indang, Tanza, City

of Dasmarinas, General Trias, and Trece Martires

 7

Scope and Limitations of the Study

This study mainly focuses on the effect of green marketing initiatives

awareness on the environmental protection involvement among Generation Z in

Cavite. This study specifically evaluated and focuses on the food enterprise industry

that uses and implements green marketing initiatives. Initiatives included are green

products, green activities, green policies, and green organization. The parameters

were limited to measuring the participants’ level of awareness on green marketing

initiatives and involvement in environmental protection. Level of involvement were

based on the engagement of participants in environmental protection program,

environmental promotions, and environmental social movements. It was measured by

utilizing a four-point Likert scale with two distinct categories. The two types that were

utilized included levels of agreement and frequency. The gathered data was

interpreted using descriptive statistical analysis. The descriptive statistical analysis

gathered data on the participants using the measuring scale. Purposive sampling was

utilized to restrict the number of participants in each district. In terms of statistical

techniques, the used of simple percentage, weighted mean, and simple linear

regression were done.

This study was limited to analyzing the effects of green marketing initiatives of

food enterprises in the Philippines. Other industries that use green marketing were

excluded. This study exclusively on Generation Z and the areas covered confined to

four districts in Cavite. The participants answered the questions through online and

face-to-face surveys. The information collected was kept strictly confidential and used

exclusively for the purposes of this study.

Definition of Terms

In order to have clearer understanding and better appreciation on this study,

the following terms are conceptually and operationally defined.

 8

Environmental protection activities ascribe to a variety of programs, all of

which have the common goal of minimizing the negative effects that toxins have on

the surrounding environment.

Environmental promotions pertain to the publicities made by the food

industries that encourages the people to interact and get involved on taking part of the

environmental concerns.

Environmental protection programs associate to the practice of events made

by different food industries that the people take part in. Its goal is to lessen the negative

impact of environmental issues. Participants’ presence in this kind of event will show

their level of involvement.

Environmental social movements confer about the groups of people that have

common interest in creating awareness to save the environment by acting together,

giving speech, and using slogans.

Food enterprise indicate to a large fast-food chain companies that is well known

to public as environmentally firm who create and implement its own green marketing

initiatives.

Generation Z are individuals born in 1997 to 2012, making the most of it as

college or high school students. These individuals encounter and are well-exposed on

green marketing and have the power to purchase environmental-friendly goods or

services most likely.

Green marketing pertains to a type of marketing strategy that promotes

products that are presumed to be environmentally safe. It is used by many businesses

to gain more customers while helping the environment at the same time. It is also to

promote activities and social movements that will help protect the environment.

Green marketing initiatives awareness refers to the awareness of the

participants on the practices made by several food enterprises with the goal of

encouraging the people to help sustain the environment.

 9

Green activities point out the implementation of environmentally friendly

practices that the company or organization made to help the environment, and to gain

attention and involvement from the people.

Green organizations advertise to a group of people who are in partnership with

food enterprises and sharing common interest in sustaining the environment.

Green policies ascribe to any measures created by food enterprises in line with

implemented government policies, that initiate green marketing by presenting

environmental principles which help reduce the negative impact of the business to the

environment.

Green products refer to products that green initiatives have been applied to.

Purchasing decision is the mental process that leads a customer to identify a

need, developing potential solutions, and ultimately deciding on a particular product

and brand.

Social movements pertain to the massive, often informal organizations of

people that gather against power holders around a similar cause, in reaction to

conditions of perceived unfairness, oppression and/or unfulfilled social, political,

economic, or cultural demands.

Sustainability/sustainable product is the used by the companies in which

business operates with minimal negative effect to the environment.

Theoretical Framework of the Study

This study was anchored by on the social cognitive theory”. This theory was

coined by Albert Bandura in 1986. The main stand of this theory is that the person’s

behavior, environment, and cognitive factors affect each other when there is an

interaction between those three. People learn and change behavior through

experience and knowledge. One of the main sources of action made by one person is

the impact of the environment where the person is living. People have an observation

skill that they use to adapt and learn. These observation skills are mostly used to gain
 10

knowledge and it also affects the response of the person. In short, this theory states

that the knowledge affects the action of a person, and the environment can affect the

awareness of a person. This theory helps the study by supporting how the green

marketing initiatives awareness can affect the involvement of Generation Z. The

cognitive factors represent the awareness of Generation Z. While the behavior factors

represent the involvement or actions of Generation Z. The last indicator, which is the

environmental factor, represents the green marketing initiatives as it creates an idea

through people’s mind. This shows that the green marketing used by food enterprises

influences the awareness of Generation Z. While the green marketing initiatives

increase the knowledge of Generation Z, it also increases its involvement in protecting

the environment. Green marketing also creates an environment that Generation Z

adapts to. On the other hand, Generation Z are also responsible in creating a healthy

environment and spreading knowledge to others.

Cognitive Factors

Environmental
Behavioral Factors
Factors

Figure 1. The Social Cognitive Theory

Conceptual Framework of the Study

In the social cognitive theory by Albert Bandura, it was stated that the person's

behavior, environment, and cognitive factors affect each other when there is an

interaction between those three. The cognitive factors which represent the awareness
 11

of Generation Z. While the behavior factors refers to the involvement or actions of

Generation Z. The last indicator, which is the environmental factor, represents green

marketing as it creates an idea through people’s mind. This theory supported the

study’s findings by which showed how green marketing awareness affected the

involvement of Generation Z on environmental protection programs.

Figure 2 demonstrates the conceptual framework of the study and aimed to

indicate the connection between the variables. Green marketing initiatives served as

the independent variable. The participants’ awareness on green marketing initiatives

on products, activities, policies, and organizations were assessed. On the other hand,

the environmental protection involvement of Generation Z served as the dependent

variable. The participants assessed their involvement in green marketing initiatives like

environmental protection programs, environmental promotions, and environmental

social movements. These variables supported the theory used by gaining a

comprehensive understanding on how the independent variable can affect the

environmental protection awareness of Generation Z.

 12

Level of Green Marketing Level of Environmental

Initiatives Protection Involvement

a. Green products a. Environmental protection

programs
b. Green activities
b. Environmental
c. Green policies promotions
d. Green organizations c. Environmental social
movements

Figure 2. Conceptual Framework of the Study

 13

REVIEW OF RELATED LITERATURE

This chapter covers and discusses the related literature and examines the

proven information and information that were gathered from numerous sources such

as thesis papers, journals, magazine, news, and books about the effects of green

marketing initiatives awareness on the environmental protection involvement among

generation Z in selected areas in Cavite. The information and facts gathered in this

chapter helped the readers to be knowledgeable about the variables of the study and

served as validity.

Generation Z

According to Warren (2022), Generation Z or Gen Z consists of people born

between 1997 to 2012. Most of the generation Z today are in college or working with

the oldest age of 25 years old and with the youngest of 10 years old, which are people

in early grade schools. For years, the Pew Research Center (PRC) has been dedicated

to studying the difference in attitude across generations. In fact, these researchers are

the ones who gave the name generation Z, which is not the first name that the center

plans to do but it is what became most known by the culture and journalism. The early

names given to this generation are iGeneration, homelanders, and post-millennials.

The PRC not only divided Gen Z to past generations without any reason. In fact, there

are many reasons behind it and some of it is the change in political, social, and

economic times. This generation has no memory of wars and was mostly born with

less conflict and a more peaceful era, which is also the time where the internet became

a thing (Dimock, 2019).

In addition, Casey (2021) stated the core characteristics of Generation Z

people. It is said that this generation are the first digital natives, who are more familiar

with technologies than the prior generations. Generation Z are also considered as

pragmatic and financially minded. The reason is most likely because generation Z was
 14

born in the time where they witnessed their parents struggle financially as a result of

bad economy of the past. The third characteristic is their mental health that can be

easily affected. This generation can also be referred to as “loneliest generation”, with

the reason that they are almost always isolated because of their smartphones. This

generation spends less time doing outside activity and cultivating relationships with

others, instead they are trapped in their devices making them feel alone and

sometimes creating depression. The last characteristic is being shrewd consumers.

This shows that this generation are cleverer when buying products because they have

the technology to research before, they make their purchase. They are also practical

and not easily influenced by celebrities. Lastly, they are aware of the environment and

are willing to pay extra towards sustainable products and brands.

Meanwhile, Jahns (2021) described the environment as the first concern of

Generation Z. A survey conducted by First Insight (2020) showed that Generation Z

are willing to pay more for sustainable products with the 10 percent increases at most.

Compared to other generations, this generation is more willing to pay more. Generation

Z are also more inclined to work at green companies. This is the result of a survey from

Deloitte (n.d.), which showed that 49 percent of the Generation Z surveyed said that

ethics played a role in their career choice. In addition, other factors identified that were

observed to affect the purchasing decision of Generation Z are affordability,

authenticity, and transparency. Lastly, according to Hanade and Harwani (2022),

younger generations are well-exposed to and receptive to the notion of eco-friendly

goods, since they are conscious of environmental consequences.

Green Marketing

The Philippines have always been at the center of several environmental

calamities, mostly due to human and natural forces. Consequently, recommended

development that is both sustainable and holistic, as well as genuine for the greater

benefit (Aguas, 2018). In accordance with Wahab (n.d.), as global warming remains a
 15

major environmental issue, many governments and individuals have developed a

strong concern for environmental conservation. Additionally, businesses have

embraced improved manufacturing processes that incorporate the notion of green

marketing. By implementing the green marketing philosophy, industries may contribute

to economic progress, social prosperity, and environmental protection.

Green marketing enables businesses to communicate with consumers some

of their principles and community or global activities. Green marketing is a method in

which companies emphasize the environmental-friendly and sustainable practices of

their brand, goods, or philanthropic endeavors. Some companies make their move to

help the environment by applying the “go green” mindset and slogan. Green marketing

demonstrates how a firm produces and markets goods in an ecologically responsible

manner, as well as how it promotes and supports green foundations and projects. It

originated as a method for businesses to showcase their sustainable practices and as

a tool to demonstrate how brands have evolved in response to consumers' desires for

environmental sustainability (Malmqvist, 2022; Rock Content Writer, 2021).

Green Marketing Initiatives

According to Burton (n.d.), green marketing initiative is an action or practice

taken towards a sustainable environment. Its primary goal is to sustainably deliver

economic potential through natural assets. There are many ways to make a workplace

environment friendly without incurring significant costs and with long-term advantages

for the business, employee welfare, and future spending. Creating simple changes

such as turning off the electricity when not in use, installation and encourage use of

recycle bins, and conserving water can reduce a business’ impact on the environment

which can also greatly contribute to a more sustainable environment. Through green

marketing initiatives, organizations can handle several economic and environmental

concerns (PECB, n.d.).

 16

According to Den (2019), the leading waste producers are fast food

restaurants, mainly because of its many and frequent packaging use. Many fast-food

restaurants are starting to be more ecofriendly and enforce green initiatives in their

company. One of the fast-food restaurants that started to implement green initiatives

is Max’ Restaurant. The main course of action taken and implemented by some of its

branches is the use of solar power. This strategy helps the company’s contribution to

a sustainable environment and at the same time save some money. Solar panels help

in reducing carbon footprint emission and save energy, which positively aids the

problem in global warming. Max’s in Isabela and in Main Avenue Cubao, Quezon City

are one of branches that started to enforce this kind of action. The other initiative made

by Max’s in Main Avenue are use of flood mitigation technologies, sewage treatment,

wide trellises, and low volatile organic compounds plants. Flood mitigation

technologies are used to effectively utilize water. While on the other hand, sewage

treatment objective is to help in waste management like recycling. The wide trellises

and low volatile organic compounds plants are used to purify the air and reduce the

high energy usage of air condition.

An article made by Dizon (2021) stated that the Century Pacific Food Inc.,

owner of the famous brands of canned goods such as Century Tuna and 555, has

commit to have five sustainable initiatives: (a) the first one is called "plastic neutrality"

that refers to a campaign to encourage recycling, lessen packaging waste, properly

dispose of waste, and turn waste plastic into energy to replace fuel; (b) the second is

compliance with regulation, simply means creating awareness to its own employees

and stakeholder; (c) resource efficiency is an etiquette to energy and water

management; (d) carbon neutrality, which the company conducted a coconut

replanting activity and provide farmers some support; (e) initiative is minimizing food

waste, it utilizes the raw materials, like for example fish waste were processed to create

fish meal that is sold to the public.

 17

On the other hand, Ching (2021) stated that NutriAsia also part take and

launches its own initiatives by starting it with a campaign of “Bring Your Own Bote”

(BYOB). NutriAsia is a condiment producer mainly known by the brands Datu Puti,

Mang Tomas, and UFC ketchup and won the 2021 Environmental Campaign of the

Year. The campaign BYOB is done in Bonifacio Global City (BGC), with the main

purpose to encourage consumers to have refill mindset. This initiative is done during

pandemic which made it having to fill up a form first to avoid the area being crowded

and paying up using e-wallet for less contact. Its goal is to start a zero-waste

community. The consumers are required to bring their owned container or bottle and

use it to refill the needed condiments. This helps in reducing production and use of

plastic bottles for the condiments. The store also has its glass bottle offered for

consumers who want to take part in the green initiative but has no personal bottle for

containers.

Many other food enterprises, especially fast-food restaurants, have started

going green to reduce the carbon footprint emitted. Two of those fast-food restaurants

are Subway and Wendy’s. The goal of Subway is to have energy efficiency through its

“preserve our planet” slogan. Subway started to change its standard equipment with

digital ovens and energy star-rated ice machines to have energy efficiency use.

Wendy’s, on the other hand, focuses on 100 percent sustainably sourced packaging.

Some initiatives implemented by Wendy’s are straw-free lids, plant-based alternative-

protein burger, and use of water-saving kitchen equipment for water management

(Bright, 2022).

Food Enterprises

Food enterprises are critical in producing food for human consumption. It fulfills

the needs of the community in terms of food supply, distribution, and quality. It is one

of the world's most dynamic economic sectors, changing at a quick pace. The food

sector is internationally recognized for its economic and political influences. It is

 18

innovative in terms of technology as well as its ambition to meet the needs of

customers, health experts, and critics. It strives to manufacture high-quality products

in a cheap and efficient manner. It has also begun to assume responsibility for matters

concerning healthy eating (Sadiku, Musa, & Ashaolu, 2019).

According to McDonald’s Corporation (2022), climate change has a huge

negative impact on McDonald’s food supply and to its community. With that, the

corporation started going green to show their concern for the environment. McDonald’s

solution to help in solving the environmental issues is to act by changing its food

system and packaging approach. The change in its food system has reduced its

emissions. Based on the latest report from McDonald’s, it was effective with a 2.9

percent reduction in greenhouse gas emission. Another initiative implementation is

reducing or removing the use of plastic. Some of the products still use plastic but are

composed of recyclable plastic. Some use fiber lids to make it recyclable, but still

working to make it all paper-based packaging. It applies to all McDonald’s products,

foods, and toys. KFC and Jollibee also implement this sustainable packaging.

Nestle (2022) stated that it improved its product to make it healthier and help the

environment at the same time. To make its product tastier and more nutritious, it

reduces its sugar and salt contain. It is also made through plant based raw materials

to reduce its greenhouse gas emissions. Some examples are the use of pea, konjac,

and seaweed instead of real shrimp, all these were research-based findings toward

more environmental-friendly.

As stated by Manila Bulletin (2020), Jollibee found a solution to reduce carbon

footprint in terms of food transportation or delivery. The idea is to use e-bikes –– built

and constructed from Japan –– which has longer life span than normal motor and zero

carbon dioxide emission. This is already implemented in some branches in the

Philippines, one example is the one in Jollibee Molino in Cavite.

According to Cottom (2019), KFC stated that the goal supports its long-term plan

for a more sustainable packaging strategy in its restaurants - by both developing and
 19

using sustainable packaging options - and builds on progress made in some markets

to eliminate plastic packaging items. "With environmental sustainability at the heart of

how are do business, this commitment represents a public acknowledgement of the

responsibility we have to address these serious issues." KFC has created a plan that

includes collaborating with major suppliers and franchisees around the world to identify

plastic alternatives in each market. To achieve these goals, the fast-food chain is

working on several key initiatives, including conducting an audit of current systems

with franchisees to identify plastic waste reduction opportunities; collaborating with

suppliers to identify sustainable packaging alternatives for items such as straws, plastic

bags, cutlery, and lids; and setting market-specific goals to reduce, reuse, and recycle.

KFC will assist franchisees in developing and implementing their own sustainability

strategy to meet the unique needs of local markets and customers. Global markets will

also continue to have their own local sustainability goals, which will vary depending on

local market conditions and regulations.

Burger King is well-known for providing high-quality, tasty, and reasonably

priced meals. It was founded in 1954 and is the world's second-largest fast-food

hamburger company. Burger King announced the start of a green packaging pilot

program to find cost-effective solutions for the fast-food chain's most commonly used

customer items, such as cutlery, straws, drink lids, whopper wrappers, and napkins

(Reding, 2021). Given the significant environmental impact of restaurant operations,

Burger King is one of the leading green communicators through its websites. People

are willing and motivated to spend with Burger King's expanding menu that focuses on

sustainability. According to the stakeholder theory, restaurant businesses should

heavily market green initiatives on their websites in order to attract customers who are

becoming more environmentally conscious and willing to pay more for products and

services from businesses that incorporate green practices (Ham & Lee, 2011).

Starbucks makes changes to its products in order to practice green marketing;

for example, they use recyclable cups for their coffee in order to reduce the capped
 20

waste that is produced when customers carry their coffee out of the shop. The

company also stated that it would only buy high-quality coffee. Starbucks stated that it

only purchases coffee from trusted manufacturers and from coffee that has been

responsibly sourced. Starbucks also ensures that its coffee is Fairtrade Act approved

by the coffee industry in order to reduce their environmental footprint, fight climate

change, and give back to their neighborhoods and community (Ratih & Rahanatha,

2020).

Shakey's is on a mission to save the planet and go green by implementing

green marketing movements and strategies. Shakey's chose to do so by supporting

social and environmental causes that improve people's quality of life. To further their

environmental efforts, Shakey's has set a goal of becoming plastic-free by 2020 and

has partnered with the World-Wide Fund for Nature (WWF) to promote its green

marketing initiatives (Gregorio, 2019). While Shakey's and its vegetarian offerings are

in line with its sustainability efforts, as a plastic-neutral company since 2019, it also

launched the "good burger," a meat-free, plant-based burger that is healthier for

consumers as well as safer and friendlier to the environment (Gregorio, 2019).

According to Palma (2019), Shakey's is committing to sustainable development by

becoming more involved in social and environmental causes through their

#AyokoNgPlastik movement, in collaboration with the World-Wide Fund for Nature

(WWF). Shakey's is committing to sustainable development by becoming more

involved in social and environmental causes through their #AyokoNgPlastik

movement, in collaboration with the World-Wide Fund for Nature (WWF). Shakey's

coined the phrase "Love the planet like you love our pizza," referring to the company's

recognition of the need to share the love that their products receive for a greater good.

Green Products

There are several problems in the world, including air and water pollution, food

waste, plastic pollution, and deforestation. There are chemicals produced by industries
 21

everywhere, which is the reason for many businesses contemplation in creating their

products in a more ecologically friendly way. Through green marketing which entails

the development and marketing of environmentally friendly products or services, more

individuals become environmentally aware. Green marketing is an aspect of marketing

that is important from a social, economic, and ethical perspective since it aims to

educate consumers about environmental challenges. This contributes to a clean and

green world by manufacturing eco-friendly items. It aids in enhancing credibility,

entering a new targeted market and standing out from the competition (SendPulse,

2022).

Green marketing is used to protect and ensure the environment for future

generations and is beneficial to environmental safety. Moreover, due to the increasing

concern about environmental protection, a new market has emerged which is known

as the green market. The consumers are familiar with green products such as paper

cups, bags, plates and areca plates, and are compliant and prepared to pay a higher

price for a sustainable lifestyle, want to identify themselves with environmentally

conscious enterprises. Consequently, green marketing is used not only for

environmental protection but also as a marketing strategy (Yazdanifard & Mercy, 2011;

Nagamani & Navaneetha, 2014).

It was shown that green goods maintain a subset of environmentally

conscientious consumers. It creates and emphasizes additional customer-attractive

aspects. Customers are more delighted with the purchase of eco-products than

conventional ones owing to their superior performance and features. The findings are

quite positive for any company engaged in the marketing of environmentally friendly

items, particularly non-durables (Hanade & Harwani, 2022).

Nielsen (2018) discovered that the brands that advertise their packaging as

green sustainability have higher increased sales compared to those brands that did

not. About 90 percent of millennials expressed that they are willing to pay more for

green products. Most of the businesses that use green marketing are large
 22

corporations as a large amount of money is necessary for the extra cost it brings about

the application of green system in their business. As a result, some small businesses

or SMEs may have a hard time using green marketing in their business because it will

be a huge risk for a starting company.

Green Activities

According to Gbadeyan et al. (2015), the opportunity has arrived for "Green

Marketing" to be implemented internationally. If rigorous attention is paid to green

marketing, this has potential of generating significant changes in the corporate sector,

since it is vital to preserve the globe from pollution. If customers are adequately

educated in green marketing, they will be prepared to spend more to preserve a

cleaner and greener environment.

According to McDonald’s (2022), it commits to eliminate deforestation by

planning to have deforestation free supply chain. Some examples of how it is

implemented are choosing the right suppliers of raw materials and engaging with

farmers to build a better environment.

On the other hand, Starbucks helps the environment by providing full support to

agriculture, specifically the coffee farmers. Giving funds, research information, and an

agricultural approach to coffee farmers are some of the methods Starbucks uses to

preserve its main raw materials. Providing farmers of equipment, agricultural tools, and

new technologies that help to have a healthy environment is also a part of its plan

(Starbucks Corporation, 2022).

Meanwhile, Yum! Brands (2022) a fast-food company that operates KFC and

Pizza Hut, declared that it also builds an activity to address climate change. Minimizing

deforestation risk is the company’s method to sustain the environment. Its plan is

focused on addressing its key commodities. Those commodities are soy, beef, palm

oil, and paper. Yum! started helping the farmers through researching solutions to and

use these as efficiently as possible.

 23

San Miguel Corporation (2022) also conducted projects like disaster

management and tree planting activities. Disaster management is done through fund-

raising campaigns and rehabilitation activities for those areas and people that are

affected by calamities. San Miguel Corporation always take proactive measures to help

sustain the environment. Some other activities executed were tree planting and

training waste management, which most of the time are done or participated in by its

own employees.

According to the Del Monte Philippines, Inc. (2022), some activities are being

done with the help of its employees. Some noticeable programs are its tree planting

and coastal clean-up of Macajalar Bay, Philippines. The tree planting is achieved to

negate its carbon emission while coastal clean-up was done to sustain waste

management.

Green Policies

Green marketing also called environmental marketing and is an instrument of

corporate social responsibility. Corporate social responsibility communicates to

customers that the company cares about environmental and social concerns that have

a greater influence on human wellbeing than simply revenues. It has become an

element of a company's effort to be socially and ecologically responsible while doing

business, as well as a chance for corporate expansion (Moravcikova et al., 2017).

As stated by Fernando (2022), green marketing is advertising a company as

eco-friendly and has business systems that are favorable to the sustainability of the

environment. It is said that people today are more concerned about the environment,

which leads to the success of green marketing, highlighting the importance for the

company to connect to their target customers and to keep a good relationship with

them. Moreover, green marketing works as a system in a company/practice that

creates a goal on how a company can positively impact the environment. Some

examples of the goals are donating to environmental charity, using recycled materials
 24

for packaging, and reduction of carbon emission through product manufacturing

process.

Green marketing has become a business thread as the environment is

important to everyone. As an implementation, there are five common green marketing

strategies that are being used by most businesses. These 5 are: (a) focus on

consumers, (b) communicate actions, (c) product origin, (d) use sustainable

packaging, and (e) consistency and responsibility. The first one is aiming for lifestyle

of health and sustainability which means that individuals who are more concerned

about their health are environmentally friendly. The second strategy is announcing or

explaining the actions the consumers of the company are willing to take to help in

caring for the environment. Third, having ingredients in products promotes

sustainability of the environment since most consumers today tend to reject the product

if they discover that the materials or ingredients used can harm the environment. The

fourth strategy is mainly to promote use of recycled or reused materials and less use

of plastic because plastic is destructive for the environment. The last strategy is

applying the green practice in company and embracing being green. Being responsible

for having the green image and not lying to the consumers by showing on implementing

it in the business system (Boada, 2021).

In addition, green marketing has developed as a feasible method to both solve

environmental concerns and advertise a company's goods. The following reasons

motivate companies to become environmentally conscious: (a) social responsibility, (b)

competitive advantage, (c) consumer awareness, (d) government pressure, (e) cost

reduction, and (f) some problems with going green. In relation to this, Bhasin (2019)

discussed its benefits and provides some examples of green marketing. The benefits

of it for the company or business are improved credibility, an opportunity to enter a

new market, long-term growth, offers a competitive edge, more room for innovations,

more profit, and good for the environment. Some famous brands that use green

marketing are Starbucks and IKEA. Starbucks uses campaigns to persuade

 25

consumers to help them plant trees. The company also use paper cups to reduce

waste, solar energy to reduce use of electricity, and building materials that reduce

carbon prints, which were all part of their commitment to use eco-friendly methods. On

the other hand, IKEA uses the “People and Planet Positive” practice as their strategy.

This mainly focuses on having sustainable materials while making it affordable and

stylish at the same time. Some companies like Tesla, Coca-Cola, and others also use

green marketing especially since it is a very big market. In 2020, the value of green

products is at 10.32 billion Dollars and its projected growth to reach 74.64 billion

Dollars in 2030, a ten years’ difference (Khan, Modi & Kumar, 2021).

The food industry must deal with new environmental regulations and increased

supervision. Excessive usage of fertilizers, pesticides, and food additives may have a

negative impact on the environment and human health. Many food firms struggle to

meet regulatory criteria. The food business should incorporate green policies as the

public swings toward a greener globe (Sadiku, Musa, & Ashaolu, 2019).

San Miguel Corporation (2022) stated that the company applies many green

initiatives and programs to prove that it is a green company. The company commonly

does biogas recovery, environmental forum, and emission profiling. This corporation

mainly focuses on sustainable practices instead of common packaging sustainable

initiatives. This shows the corporate value system which is “malasakit”, especially for

its community.

McDonald’s in the Philippines also created its new initiative called “green and

good”. This initiative focuses on saving energy and materials in designing, building,

and operating the store. Some examples indicate the use of more recycled materials

than the common one, such as eco-brick, fiber, and wood. Reducing energy

consumption is also important, which is the reason for the use of solar and grid

photovoltaic system in its new stores (Malapo, 2021; Salting, 2022). While Del Monte

Philippines, Inc. (2022), is also committed to protect the environment by creating its

own environmental policy. Some of its implemented practices and policies are land
 26

and water conservation, assessment and report of environmental performance, waste

management, and efficient use of fertilizer and pesticide.

Green Organizations

Neeraja and Prasad (2014) stated that in market cultures where "freedom of

choice" exists, it is commonly acknowledged that people and organizations have the

right to seek satisfaction of their wants. As firms are confronted with finite resources,

they must devise new or alternative means of meeting limitless desires. Green

marketing examines how marketing operations make use of these restricted resources

while meeting individual and industry customer desires and reaching selling

organization goals.

To gain build more strategy about reducing waste in packaging, food

enterprises like McDonald’s tend to create partnership with other brands and non-

government organizations. Other enterprises like Yum! also started partnering with

World Wildlife Fund to understand more about beef and soy (McDonald’s,2022; Yum!

brands, 2022). Another company partnered with another organization is Nestle, with

its vision and commitment towards waste free future resulted to. It is selected based

on certain criteria, one of those is solving certain issues by working together or adding

value to the company. Some of the topics included are forest positive strategy, human

rights, and climate change. A few of their partners are Earthworm Foundation,

Proforest, The International Federation of Red Cross and Red Crescent Societies

(IFRC), and Veolia. Those partnerships were formed due to alignment with Nestle

principle which is creating shared value and sustainability (Nestle, 2022).

Involvement to Environmental Protection Initiatives

According to Small Grans Programme (2022), young people may play an active

part in environmental protection and improvement. Consumers have the ability to alter

their lifestyle and its impact on the environment. Youth may make their homes, schools,

and youth groups more environmentally friendly by implementing green practices,

 27

recycling various products, and conserving resources such as water and energy.

Engaging youth in environmental protection has the potential to affect not only their

own actions and attitudes, but also those of their parents, relatives, and households.

Children and youth actively participate in efforts to conserve species and local

ecosystems, tree planting, home and community gardens, and renewable energy

programs that provide solar electricity for studying and watching television, among

other things.

According to United Nations (2018), youth are increasingly utilizing their

collective voice to advocate for, lobby for, and lead initiatives to promote

environmental-friendly behaviors and legislation. As more young people grow up in a

world of advanced technology and information sharing, many are seizing the chance

to develop new, long-term environmental solutions. More young people are using

traditional and unusual means to contribute to environmental care and protection.

Youth have already begun to mobilize their peers through social media and other

online contacts to discuss, debate, and campaign for improved environmental

protection. Youth activities span from local to multinational campaigns, with some

reaching legislators and national leaders. As more young people connect, they use

virtual platforms to educate, raise awareness, broaden outreach, and exchange

knowledge.

Environmental Protection Programs

The environment is important for the health of people and for life on earth. If

the earth slowly destroys, human’s habitat and resources will be included in it and

people will suffer the consequences (James, 2020). Lualhati (2019) showed an

participant’s environmental awareness and level of environmental participation or

involvement. The conclusion stated that environmental participation can increase

through different use of measurement. The best method to use to gain more

involvement in environmental activities is through environmental programs. Creating

 28

an environmental program will gain more attention and make other people more active

about environmental activities.

Going green is the preservation of the environment and mostly by the use of

3Rs (reduce, reuse, recycle). The aim is to reduce pollution, maintain balance, reduce

waste, and conserve natural resources. Some people take the going green to another

level by applying it to their everyday life like being a vegetarian to help the environment.

Three main advantages of going green are economic benefit, healthier benefit, and

environmental benefit (Marlin & McCloy, 2022).

Environmental Promotions

Some environmental problems are oil drilling, deforestation, and plastic goods.

It is crucial that everyone be informed about it and encouraging them to always be

updated to the latest news about the environment is a good start to get their attention

(James, 2020). According to Marsh (2021), there is still a way to raise awareness of

environmental issues. The author stated six ways to do it, with the first three as

attending a rally or march, using social media, and writing articles and creating videos,

suggesting being more active and vocal in online and offline and includes more books

and movies, be more accommodating, and contact elected officials. This gives the idea

of being more friendly and trying to help others. Some recommendations from the

government to help protect the planet are to plant trees, conserve water, educate,

volunteer, and use 3R (NOAA, 2021).

In addition, Szabo and Webster (2020) revealed that promoting their

environmental activities to the community, numerous businesses are attempting to

enhance their environmental standings. In order to do this, they use green marketing

strategies to establish a competitive edge and appeal to environmentally sensitive

customers.
 29

Environmental Social Movements

A study conducted by Veselinovska and Osogovska (2012) showed ways on

how to make the students become involved in environmental activities. The study used

different kinds of activities and asked the students how willing they would participate

or get involved in environmental activity. One of the activities used to gain the level of

involvement of students in environmental activity is the environmental movement. This

further indicated that environmental movement is useful on measuring the level of

involvement to environmental activities.

Synthesis

Authors and researchers of these literatures and studies have had common

point of interest, on the effects of green marketing on environmental protection

awareness.

Generation Z or Gen Z are names given by the demographic researchers from

Pew Research Center. This generation was born between 1997 to 2012 which are

currently in early grade schools to working adults (Warren, 2022). In the studies of

Casey (2021) and Dimock (2022), the core characteristics of Gen Z people included

having no memory of wars and was mostly born with less conflict and a more peaceful

era, which is also the time where the internet became a thing. It is said that this

generation are the first digital natives and are more familiar with technologies than the

prior generations. Jahns (2021) stated that the environment is the first concern of Gen

Z. Also, Hanade and Harwani (2022) stressed that young generations are exposed to

and receptive to the notion of green perceived quality. Also, most of the young

generations are supporting eco-friendly products that can be of help to the

environment.

On the other hand, Philippines have always been at the center of several

environmental calamities, mostly due to human and natural forces. Consequently,

governments and individuals have developed a strong concern for environmental

 30

conservation. Additionally, businesses have embraced improved manufacturing

processes that incorporate the notion of green marketing (Aguas, 2018; Wahab, n. d.).

According to Malmqvist (2022) and Rock Content Writer (2021), green marketing is a

method in which companies use to showcase and emphasize their sustainable

practices and serve as a tool to demonstrate how brands have evolved in response to

consumers' desires for environmental sustainability. These sustainable practices and

activities also referred to as green marketing initiatives which is done by companies

towards a sustainable environment (Burton, n.d.).

Den (2021) and Dizon (2021) stated that fast food restaurants are the leading

waste producers due to its frequent packaging use. In response, food enterprises

created their own green marketing initiatives which of some are in line with the

government’s implemented initiatives towards a sustainable environment (Ching,

2021; Bright, 2022). Some of these food enterprises are Starbucks, McDonald’s,

Jollibee, Shakey’s, and Burger King. The food enterprises make use of paper-based

packaging in order to deliver products while implementing the company’s green

marketing initiatives. Nielsen (2018) stated that brands that advertise their packaging

as green sustainability have higher increase in sales compared to other brands. Most

of the businesses that use green marketing are large corporations as it cost more

money for the extra cost it takes to the application of green system in businesses.

Another initiative of food enterprise is green activities such as helping in elimination of

deforestation by McDonald’s (2022) and other activities like tree planting by Del Monte,

Inc. (2022) and disaster management activities by San Miguel Corporation (2022).

Moving on, food enterprises also have green policies which is implemented as part of

its corporate social responsibility and also serve as a promotional strategy for the

company or business itself (Fernando, 2022; Boada, 2021; Khan et al., 2021).

According to Nestle (2022), McDonald’s (2022), and Yum! brands (2022), the food

enterprises also have partnered with green organizations to gain and build more

strategies in sustaining the environment.

 31

When it comes to the involvement in environmental protection initiatives, Small

Grans Programme (2022) stated that young people play an active part. According to

United Nations (2018), youth are increasingly utilizing their collective voice to advocate

and lead initiatives to promote environmental-friendly behaviors and legislation. As

young people grow up in a world of advanced technology and information sharing,

youth have already begun to mobilize others through social media and other online

platforms to discuss and promote environmental protection. Moreover, on an article

made by Lualhati (2019), involvement in environmental protection activities can greatly

increase through environmental programs. Creating an environmental program will

help in environmental promotions which is necessary to inform and encourage people

(James, 2020). Szabo and Webster (2020), businesses make use of green marketing

to promote environmental activities to community and appeal to environmentally

sensitive customers. Also, a study by Veselinovska and Osogovska (2012) indicated

that environmental movements also contribute to people’s involvement in

environmental activities.

Hence, green marketing initiatives create opportunities for companies with

green products, practices and campaigns that contribute to helping the environment.

Also, the green marketing initiatives by food enterprises not only promote the

businesses but can also help in increasing the engagement and involvement of people

to environmental protection.
 32

METHODOLOGY

This chapter discusses the procedures used in this study including the study's

design, the sources of data gathered, the sampling procedure used to identify the

sample size, the methods of data collection, and the statistical treatment of data.

Research Design

The study was categorized as a quantitative research method due to the need to

use numerical evidence to prove its theory on the effect of green marketing initiatives

on the environmental protection involvement of Gen Z.

The study used descriptive and causal research approaches. Descriptive

research, according to McCombes (2019), aims to characterize a population,

circumstance, or phenomena accurately and systematically. It is a good choice when

the goal of the research is to identify traits, frequency, trends, and classifications. Since

the study was concerned on the effect of green marketing initiatives on environmental

protection involvement of Generation Z, the descriptive method design was used to

describe the green marketing initiatives and environmental protection involvement of

Generation Z. On the other hand, causal research, according to Dudovskiy (2012) also

known as explanatory research was undertaken to determine the extent and nature of

cause-and-effect relationships between green marketing initiatives and environmental

protection involvement.

Hypothesis of the Study

Below is the null hypothesis tested:

Ho1: Green marketing initiatives have no significant effects on environmental

protection involvement among Gen Z.

 33

Sources of Data

Both primary and secondary sources were used in order to collect data were

obtained from the responses of the people, 18 to 25 years old people residing in Cavite.

On the other hand, secondary data were collected online, including information

provided in different articles, journals, studies, and government websites to obtain data

related to green marketing initiatives and environmental protection activities. Also, it

included the statistics needed in order to set the variables, indicators, and parameters

for the study.

Participants of the Study

The participants of the study focused on Generation Z whose ages ranged from

18 to 25, residing in selected areas of Cavite. Generation Z is the most environmental-

concerned, who are becoming advocates for a more sustainable living environment

(Rogan 2020). Hence, this group was chosen participants since this generation will

play an important role in developing and reinforcing environmental knowledge,

awareness, and involvement towards environmental protection. Furthermore, with the

development of the Internet, the generation is undoubtedly the most conscious

concerning environmental issues. This study was conducted in the province of Cavite

specifically areas in District 1 (Cavite City, Kawit, Noveleta, and Rosario), District 4

(City of Dasmarinas), District 6 (City of General Trias), and District 7 (Amadeo, Indang,

Tanza, and City of Trece Martires). These districts were selected based on the number

of population, which allowed a larger number of participants and more accurate

findings regarding environmental protection awareness.

The formula for computing the sample size for unknown population is as follows:

𝑧𝑎2 ∗ 𝑝 ∗ 𝑞
𝑛=
ⅇ2

Where:

n = sample size

e = margin of error
 34

𝑧𝑎 = statistical parameter that depends on the confidence level

p = numerical probability of success

q = 1 – p the numerical probability of a failure

1.962 ∗ 0 ⋅ 50 ∗ 0.50
𝑛=
0.052

𝑛 = 384.16 or 384

The participants of the study are the population of selected districts in Cavite.

To determine the total population samples, percentage were calculated for each

districts.

The participants used further identities based on the following criteria: (a) the

population of Generation Z (born between 1997 and 2012); (b) residing in Cavite; (c)

have encountered green marketing or have purchased environment friendly goods or

services. Table 1 shows the distribution of participants by districts which the needed

numbers of participants for each district.

Table 1. The distribution of participants in selected areas in Cavite

DISTRICT POPULATION SAMPLE SIZE PERCENTAGE
(N) (n) %
1 703,141 127 33

2 633,219 111 29

3 450,583 81 21

4 368,468 65 17
TOTAL 2 155 411 384 100

Sampling Technique

Purposive sampling technique was used. Purposive sampling, also known as

judgmental, selective, or subjective sampling, is a type of non-probability sampling in

which researchers depend on their own judgment when selecting individuals of the

population to participate in their surveys (Alchemer, 2021). After the purposive

sampling, the participants from each group or district were selected through the
 35

dependency of accessibility around the locations, which had let the researchers of this

study to focus on Cavite for participants. Since this study was conducted online and

face-to-face, gathering primary data took time and access to participants was limited.

There has not been an official and updated population of Generation Z in Cavite

from the Philippine Statistical Authority. Therefore, Cochran formula of Cochran to

determine the sample size for an unknown population is implement. Three hundred

eighty-four participants who fit the criteria were selected.

In addition, the study used McDonald’s Omega Coefficient (McDonald's ω) to

evaluate the reliability of research questionnaires through the pre-testing data

gathered. McDonald’s Omega is commonly used as an alternative to Cronbach Alpha

Coefficient. The McDonald’s Omega relies on fewer and better realistic assumption

than Cronbach Alpha. This reliability test was based on the actual population estimates

of dependability obtained by excluding particular scales of items. In short, McDonald’s

Omega was used in this test as it helped to assume and cope up with any estimation

issue, which means it is one of the easiest and very reliable in any situation. In this

reliability test, results above 0.80 were considered good or reliable (Ravinder &

Saraswathi, 2020).

The table below presented the parameters from green marketing initiative

awareness and results based on questions that were evaluated. The table shows that

all the results are above 0.90. This meant that all questions from all parameters in

green marketing initiative awareness are very reliable. This also displays an

outstanding accuracy of the questions that were adapted from other studies that also

tackle green marketing. As some of these questions were self-made by the

researchers, it still resulted to a positive outcome.

 36

Table 2. Level of Awareness of Generation Z Towards Green Marketing Initiatives

Scale Reliability Statistics
CONSTRUCT MEAN SD MCDONALD’S INTERPRETATION
Ω
Environmental
Protection 2.817 0.545 0.870 Good
Programs
Environmental
3.111 0.610 0.892 Good
Promotions
Environmental
2.360 0.744 0.825 Good
Social Movements
Note(s): McDonald's ω interpretation: ω = 0.70 – 0.80, “Acceptable”;
0.81 – 0.90, “Good”;
> 0.90, “Excellent”

The table below displays the results from McDonald’s Omega Reliability test

on environmental protection involvement parameters questions. Each parameter in the

tables show result above 0.80 and none above 0.90, this further illustrate decent

reliability and was interpreted to have a good reliability. The lower reliability result in

this questionnaire than green marketing initiative awareness had resulted from more

self-made questionnaire due to lack of study questionnaires that can be adapted in this

topic.

Table 3. Level of involvement of Generation Z Towards Environmental Protection

Activities Scale Reliability Statistics

CONSTRUCT MEAN SD MCDONALD’S INTERPRETATION

Ω
Green Products 3.093 0.650 0.927 Excellent
Green Activities 2.990 0.694 0.954 Excellent
Green Policies 3.428 0.596 0.908 Excellent
Green Organization 2.983 0.812 0.927 Excellent
Note(s): McDonald's ω interpretation: ω = 0.70 – 0.80, “Acceptable”;
0.81 – 0.90, “Good”;
> 0.90, “Excellent”
 37

Data Gathered

Questionnaires were utilized to gather the data needed in this research. The

questionnaires were distributed through online platforms (Facebook, Gmail, etc.) and

face to face using a piece of paper survey questionnaires.

The questionnaires used in this study was based on the research entitled

“Consumer Behavior and Practices towards Green Marketing of Food Enterprises” by

Lim, et al. (2020) and “Green Marketing Strategies of Restaurants in Zamboanga City”

by Juan (2017) and a self-constructed questionnaire intended to address people's

thoughts, opinions, and feelings more directly. In total, the questionnaire consisted of

57 questions, 51 were related to general objectives while 6 were for demographics.

The first part included the demographic profile of the participants and used open-ended

questions and nominal questions type of questionnaire.

The second part assessed the participants' level of awareness on green

marketing initiatives. It was divided into four indicators: green products, green

activities, green policies, and green organizations. Participants were required to rate

using a four-point Likert Scale that ranged from 0 for "disagree" to 4 for "strongly

disagree." Table 4 shows the verbal interpretation for the rating scale used for the level

of awareness of green marketing initiatives.

The last part measured the involvement of Generations Z on environmental

protection. The participants were also required to rate by using Likert scale that ranged

from 0 for “Not at all Involve” to 4 for “Highly Involve”. The corresponding verbal

interpretation for the rating scale that was used for the involvement level of the

participants on environmental protection is shown in Table 4.

 38

Table 4. Parameter to measure the level of green marketing initiatives of the

participants
MEAN VERBAL QUALITATIVE DESCRIPTION
INTERPRETATION
3.26 - 4.00 Highly Aware The participants demonstrated
outstanding knowledge skills in
green marketing initiatives that
practices by the food
enterprise. This signifies that
the participants observed that
the enterprises practicing
initiatives that helps to sustain
the environment.

2.60 – 3.25 Aware The participants exhibited an

adequate observation of green
marketing initiatives that
practice by the food
enterprises. This reveals that
the participants are somewhat
aware of the indicators of green
marketing initiatives (green
products, green activities,
green policies and green
organizations)

1.76 – 2.5 Moderately Aware The participants are partially

aware of the green marketing
initiatives that are practiced by
the food enterprises. This
signifies that at least certain
participants have observed of
green marketing initiatives.

1.00 – 1.75 Not Aware at all The participants showed zero

level of familiarity regarding
green marketing initiatives that
are practiced by the food
enterprises. This makes it quite
evident that the participants
have never encountered of the
indictors of green marketing
initiatives.
 39

Table 5. Parameter to measure the level of environmental activities involvement of

the participants
MEAN VERBAL QUALITATIVE DESCRIPTION
INTERPRETATION
3.26 – 4.00 Highly Involve The participants have reaffirmed its
commitment to supporting the
environment and taking part in
environmental activities that
contribute to the enhancement and
protection of the environment. This
also shows that participants have
the willingness to participate in
activities that improve the
environment and always take
advantage of the opportunity to do
so. It is also apparent that the
participants have a firm
understanding of the importance of
protecting the environment.

2.60 – 3.25 Involve The participants engage in activities

that are relevant to the environment
and are concerned with protecting
and maintaining the natural
environment; nevertheless, it does
not prioritize certain opportunities to
participate and ignores it. It is also
evident that the participants
observe the environmental activities
but do not actively participate.

1.76 – 2.50 Moderately Involve The participants have contributed in

some manner to the activities that
are relevant to the environment,
but have not participated in all of the
activities. It is also clear that the
participants are slightly
amenable to the environmental
activities practiced by society. The
participants only participate in
environmental activities out of self-
interest and for personal gain.

1.00 – 1.75 Not at all Involve This illustrates that the participants
have neither the desire nor the time
to participate in environmental
activities. Moreover, it is clear that
the participants do not value
environmental activities and as not
seek additional information.
 40

Statistical Treatment of Data

This research intended to measure the participants' level of environmental

protection awareness and the extent of environmental practice towards environmental

issues. Descriptive statistics were used to analyze the information that were gathered

through survey questionnaires. In addition, descriptive statistics summarize enormous

amounts of data in a reasonable order and compress large amounts of data into a

concise summary.

Descriptive statistical tools such as frequency count, percentage, range, mean,

and standard deviation described the participants' socio-demographic profiles,

objectives number one, two and three were applied.

In addition, simple linear regression was also applied in assessing the effects

of green marketing initiatives awareness on the environmental protection involvement

of Generation Z. A simple linear regression model is a regression model that valuate

the relationship between one independent variable and one dependent variable

(Bevans, 2020). This method was used to determine the effects of green marketing

initiatives awareness on the environmental protection involvement of the Generation

Z.

The formula for computing this statistic is as follows:

𝑦 = 𝐵0 + 𝐵1 𝑥 + 𝜀

Where:

Y = green marketing initiatives

X = environmental protection involvement

𝐵0 = constant

𝐵1 = coefficient

𝜀 = error term
 41

RESULTS AND DISCUSSION

This chapter describes and interprets the significant findings with what was

already known about the investigated problem and explains a new understanding that

arose from the study results. This chapter deals with the discussion of the demographic

profile of Generation Z and the effects of green marketing initiatives awareness on

environmental protection.

Socio-Demographic Profile of the Generation Z

This section shows the distribution of demographic profile of the participants in

selected areas in Cavite which includes the age, sex, civil status, highest educational

attainment and location (Table 6).

Age. The participants’ age range from 18 to 25 years, with an average age of

21. The age range were divided into two groups. The first age group consisted of

individuals between the ages of 18 to 21 comprised of 69 percent of all participants.

The second age group consisted of individuals between the ages of 22 to 25 and

accounted for 31 percent of all participants. This implies that majority of Generation Z

that acquired food enterprise products are from the start of early adulthood.

Another study about consumer behavior and practices towards green

marketing of food enterprises showed that most customers and consumers of products

from food enterprises are Gen Z, wherein 49.1 percent of the participants are from age

18 to 24 years while the rest were shared by the older generations (Lim, et al, 2022).

In relation to these results, Casey (2021) stated that this generation is more aware of

the environmental protection and willing to pay extra towards the sustainable products

and brands. Younger generations are well-exposed to and receptive to the notion of

eco-friendly products since these generations are conscious of environmental

consequences.
 42

Table 6. Demographic profile of Generation Z in selected areas in Cavite

CHARACTERISTICS FREQUENCY PERCENTAGE
(n=387) (%)
Age
18-21 267 69
22-25 120 31
Minimum: 18 years old
Maximum: 25 years old
Range: 18-25 years old
Mean: 21 years old
Sex
Female 212 54.8
Male 175 45.2
Civil Status
Single 380 98.2
Married 6 1.6
Widowed/Widower 0 0
Separated/Divorced 1 .3

Highest Educational Attainment

No formal education 1 .3
Elementary level 1 .3
Elementary graduate 6 1.6
High school level 58 15.0
Senior high school graduate 51 13.2
Vocational graduate 5 1.3
College level 231 59.7
College graduate 34 8.8

Experience availing
products/services in a food
enterprise
Yes 387 100

Sex. It appeared that more than half of the participants (55%) were female,

while 45 percent were male. Lim, et al. (2022) showed a similar result wherein 58.1

percent of the participants were female while 36.8 percent were male. These results

indicate that there are more female who are involved in environmental protection.

According to Chukwu (2014), women’s perspective and values for the

environment are different from men. Women give greater priority to protection of and

improving the capacity of nature, maintaining farmlands and caring for the

environment’s future. Women’s pro-environmental attitude and behavior as due to the

 43

more expressive, compassionate, nurturing, altruistic, as well as caregiving (Pinto et

al., 2014).

In support of the previous research, according to Desrochers (2019), females

reported more favorable perceptions toward environmental protection and less

favorable attitudes about environmental use than males. Additionally,

conscientiousness explained why females were more likely than males to engage in

pro - environmental activities. Contrastingly, masculine and feminine characteristics

led to the same conclusion: people with more feminine characteristics are more

conscientious and more inclined to participate in pro-environmental behaviors.

Moreover, Tufts University (n.d.) stated that genders are use in research

because different genders have different perspective. The behavior and understanding

of person differ as the gender is different from one another. This proves that gender

has a vital role as it may create different result depending on the participant’s gender.

In this study, women are proven to have a wider knowledge and display more care

than men in environment situation.

In contrast, Bilog (2017) unveiled that male were more likely to avail products

from enterprises compared to female. It also showed that people prioritize cleanliness

over other attributes of a food entity. It implies that this attribute is much more essential

as it could greatly affect the consumers and the surroundings.

Civil status. The civil status was categorized as to the participants being

single, married, widowed/widower, and separated/divorced. Majority of the participants

(98.19%) were single, (1.55%) married, and (0.26%) was separated/divorced. This

implied that single people are more involved in the environmental protection and aware

of the green marketing initiatives practiced by the food enterprises. Simply, this

indicates that single persons interact more to food enterprise. As a result, people who

made more transactions are more affected by the initiative of the company. This

creates unconcious awareness through those persons. The awareness and knowledge
 44

affect the person to change behavior and became more active in protecting the

environment.

In Lim et al. (2022), 90.1 percent of the participants were single. Also, another

study showed that out of the 500 customers of the food enterprise, 51.8 percent were

single while 45.6 percent were married, two percent were widowed and 0.6 percent

were divorced. The study also showed that for single customers, cleanliness comes

first before anything else (Bilog, 2017).

Highest Educational attainment. (According to Warren (2022), most of the

Generation Z were in college or working.) The results revealed that high school level,

senior high school graduate and college level covered almost all the sample population

with 15 percent, 13 percent and 60 percent. This implies that those individual who have

reached college level is more likely to be aware of green marketing initiatives towards

environmental protection and involve in purchasing products in food enterprise. This

also shows that individuals in the college level are concerned and are more

cooperative when it comes to environmental protection.

This further implies that individuals with higher educational attainment are more

likely to consume sustainable food products. Moreover, education helps people to feel,

think and behave in different way as it polishes the mind and change the characters

towards other people or different topics. It is also stated that it helps people to teach

good morale and manners. As well as aids the person in making the right decision

regarding about different issues (Al-Shuaibi, 2014).

According to The Chung Report (2018), educational attainment has a huge

effect as more knowledgeable persons tend to have better result. Educational

attainment could affect the answers of the participants based from their knowledge and

level of understanding. This explains that people who has higher educational

attainment tend to have more awareness in green marketing. People who obtained at

least the college level tend to cooperate more and care in topics related to green

marketing.
 45

Experience availing products/services in a food enterprise. In terms of the

participants’ experience of availing products/services from a food enterprise, all of the

participants (100%) responded ‘yes’. It implies that products/services were common

and very accessible to the public. Sadiku and Ashaolu (2019) stated that food

enterprises fulfill the needs of the community in terms of food supply, distribution and

quality. The food sector is innovative when it comes to achieving its goal to meet the

needs of customers and strives to manufacture products in a cheap and efficient

manner. As stated by Peek (2020), marketing can influence the awareness of the

consumers by touching its emotion.

Awareness of Generation Z Towards Green Marketing Initiatives

In order to determine the level of awareness of Generation Z in green marketing

initiatives, four indicators were used, namely: green products, green activities, green

policies, and green organizations.

Green products. Table 7 displays the findings for the awareness of green

products of Generation Z. The overall mean for this indicator is 3.22, which indicates

that Generation Z were aware of the green products that food enterprises were

producing. It also shows that Generation Z displayed an adequate observation of green

products produced by food enterprises.

Participants were highly aware that the food enterprises employed paper-

based or reusable packaging for takeout orders, such as paper bags and food

containers, and offered products made from materials that have a lesser environmental

effect. Additionally, the participants were highly aware that green products may be

recycled and that food enterprises use environmentally friendly raw materials

throughout the production stage. This implies that Generation Z are very familiar about

the green products that the large food enterprise uses to help sustain the environment.

This shows that large food enterprises like McDonald’s and Jollibee have gotten the

attention of Generation Z in simple green product initiatives like this. Generation Z view
 46

the food enterprise as a partner in saving environment, and thus support the food

enterprises who offer green products.

Table 7. Level of awareness of Generation Z in terms of green products

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Implement use of reusable utensils 3.25 .855 Aware
for dine-in customers.

2. Use paper-based packaging such 3.56 .663 Highly Aware

as paper bags and food containers
for take-out orders.
3. Offer either paper straws or no 3.21 .860 Aware
straws for drinks.
4. Implement use of customers’ 2.82 1.00 Aware
personal tumblers as containers of
the availed drinks.

5. Offer more plant-based food 2.81 .951 Aware

products.
6. Modify their products to make 3.26 .827 Aware
them environmentally friendly.
7. Modify their product packaging to 3.88 .720 Highly Aware
suit the environment.
8. Offer products that made up of
materials that have less impact to 3.28 .791 Highly Aware
the environment
9. Offer products that can be recycled
3.35 .799 Highly Aware
10. Using environmentally friendly
raw materials in the production 3.26 .783 Highly Aware
stage
TOTAL 3.22 .560 AWARE

Most of the participants were aware that the food enterprises implement the

usage of reusable utensils for dine-in customers, offer paper straws or no straws for

drinks and implement usage of customer’s personal tumblers as containers of the

drinks availed. The participants were also aware that the food enterprises offer plant-

based food products and modify their products to make them environmental-friendly.

According to Nagamani and Navaneetha (2014), the consumers are familiar

with green products such as paper cups, bags, plates and areca plates, and are
 47

compliant and prepared to pay a higher price for a sustainable lifestyle, want to identify

themselves with environmentally conscious enterprises. Green products help to

sustain the environment. Most of the consumer now are becoming more aware of

green product and its effect on the environment. As a result, more people are starting

to support and purchase green products even if it is more expensive than normal

goods.

Based on the results, green product is the key and one of the common

indicators that the food enterprises use to promote green marketing. Consumers,

especially Generation Zs, are very familiar with green products and value its

importance for the business and the environment. This shows that the use of green

product is one of the most important aspects in green marketing. Consumers are

widely aware of food enterprise products. As for Generation Z, there are more people

that are aware of the value of supporting and using green marketing especially about

green product offerings.

In contrast with the research from Ansu-Mensah (2021) which showed that

green product awareness had an effect on green purchase intention, green product

indicator in this research focus solely on green product awareness. It further stated

that quality and intention have a significant impact on awareness of consumer about

green product. Most of the business that produce quality product are famous brands.

This implies that larger businesses and well-known brands use green product more

often than smaller businesses.

This has also been that large food enterprises have done decent job in using

green marketing as the Generation Z demonstrate awareness about green products.

This implies that the use of green product is more effective in creating more awareness

when used by larger enterprises. Based from this research, it also means that younger

people are more attentive in simple detail in products done by the businesses.

Green activities. Table 8 shows the level of Generation Z’s awareness

towards the green activities by food enterprises. The overall mean for this indicator is
 48

3.25, It means that most of the participants were aware of the green activities

implemented by food enterprises.

The participants were aware that food enterprises provide service and support

in tree planting activities, implement fund raising campaigns for environment

sustainability, aid agriculturist by lending them modernized agricultural tools and

equipment with new research information, donate to environmental organization, and

initiate own campaigns to zero waste management.

Most of the participants were highly aware that food enterprises have goals and

objectives to make business environmentally friendly, have stationeries that are

properly utilized, set the standards in practicing green operations, associate their

branding with green marketing practices, and issue napkins that are made of recycled

papers (brown tissue).

According to Malmqvist (2022), green marketing connects the principles of

businesses with its consumers through community or global activities. Companies use

green activities as a tool to showcase its environment friendly and sustainable

practices. Also, it is used to display the response to consumers' desires for

environmental sustainability (Rock Content Writer, 2021).

Numerous food enterprises continuously participate in implementing green initiatives

through activities. Some of the food enterprises made it possible by helping the

farmers. McDonald’s choose the right suppliers through direct communication with the

farmers while Starbucks provide farmers equipment, agricultural tools, and new

technologies, and Yum! Brands help the farmers by providing information and research

solutions that are used efficiently (McDonald’s, 2022; Starbucks Corporation, 2022;

Yum! Brands, 2022). On the other hand, Del Monte Philippines, Inc. (2022) and San

Miguel Corporation (2022) conduct tree planting activities and fund-raising activities to

help sustain the environment.

 49

Table 8. Level of awareness of Generation Z in terms of green activities

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Provide service and support 3.13 .914 Aware
in tree planting activities.
2. Implement fund raising 3.18 .834 Aware
campaigns for environment
sustainability

3. Provide service and support 3.13 .914 Aware

in tree planting activities.

4. Implement fund raising 3.18 .834 Aware

campaigns for environment
sustainability

5. Aid agriculturist by lending 3.00 .890 Aware

them modernized
agricultural tools and
equipment with new
research information.

6. Donate to environmental 3.22 .801 Aware

organization.

7. Initiate own campaigns to 3.09 .918 Aware

zero waste management
(ex. “bring your own bottle
campaign”).

8. Have goals and objectives 3.43 .704 Highly Aware

to make business
environmentally friendly

9. Have stationeries that are 3.31 .770 Highly Aware

properly utilized

10. Set the standards in

practicing green operations 3.33 .753 Highly Aware

11. Associate their branding

with green marketing 3.29 .761 Highly Aware
practices.

12. Issue napkins that are made

of recycled papers (brown 3.50 .753 Highly Aware
tissue)

TOTAL 3.25 .615 AWARE

In line to that, a study by Tyson, A., et al. (2021) showed that the public are

aware of the green activities done by the business entities. Wherein, 69 percent of the

public said that large businesses and corporations have done so little to address
 50

climate change and 21 percent agreed that these profiting groups are doing the right

amount. Meanwhile, 8 percent seem to differ by responding that these entities have

done too much in addressing the problem.

Green policies. Table 9 indicates the level of awareness of Generation Z

towards green policies. The participants were shown to be highly aware about green

marketing in terms of green policies based on the mean score obtained. This exhibited

that the participants exhibited outstanding knowledge about green marketing initiatives

by the food enterprises.

The participants showed high awareness on the implementation of proper

waste management. It also revealed the participants’ high awareness towards "no

smoking" policy within the business vicinity, an adequate observation regarding the

use of paper-based packaging that has a lesser impact on the environment, and were

highly aware of the CLAY GO (Clean As You Go) method. Based on the results, it was

discovered that the participants also had high awareness on proper disposal of

biodegradable and non-biodegradable wastes. Lastly, the participants also had high

awareness on how food businesses adhere to environmental rules and regulations.

According to the consumption report of the EU (Consumers in Europe),

environmental awareness and the “green policy” in business organizations are

reflected in the business as a result of the environmental awareness of the consumers.

Consumers now have worries about the future of the world and as a result of this mostly

prefer environment friendly products. Sadiku, Musa, and Ashaolu (2019) stated that

the food industry must deal with new environmental regulations and increased

supervision. The recent ban on plastic straws is an illustration of how green policy has

encouraged green innovations in the fast-food industry. McDonald's promptly reacted

in 2018 when the UK announced a plan to prohibit plastic straws by the beginning of

2020 and launched paper straws in the UK (BBC, 2019).

 51

Table 9. Level of awareness of Generation Z in terms of green policies

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Implement and practice ‘no 3.64 .643 Highly Aware
smoking’ within the business
vicinity.
2. Practice proper waste 3.56 .685 Highly Aware
management.

3. Implement CLAY GO (Clean As 3.48 .756 Highly Aware

You Go).
4. Carry out use of paper-based 3.50 .692 Highly Aware
packaging.

5. Properly dispose of 3.48 .725 Highly Aware

biodegradable and non-
biodegradable wastes.
6. Follow environmental laws and 3.50 .714 Highly Aware
regulations.
TOTAL 3.53 .522 HIGHLY AWARE

The packaging of environmental-friendly products should ideally be recyclable

and reusable. Additionally, the need of utilizing raw materials efficiently, especially

when using non-renewable resources, has been highlighted in the process of creating

goods and services (Ranjana, 2016). As an example, considering businesses that use

biodegradable boxes rather than styrofoam containers for takeout orders (Ranjana,

2016). The food business should incorporate green policies as the public swings

toward a greener globe. The benefits of it for the company or business –– improved

credibility, an opportunity to enter a new market, long-term growth, offers a competitive

edge, more room for innovations, more profit, and good for the environment (Khan,

Modi & Kumar, 2021).

People are becoming more aware of the importance of maintaining a cleaner

and safer environment. Everyone want clean air and water, better waste management,

and more efficient use of natural resources. However, despite some improvements, a

study entitled An Introduction to Green Marketing, stated that it appears that

 52

consumers are not overly committed to improving their environment and may be

looking to lay too much responsibility on industry and government.

Green organizations. Table 10 shows the level of Generation Z’s awareness

towards the green initiatives of food enterprises in collaboration with green

organizations. The overall mean for green organization is 3.18, which means that the

participants were familiar with the food enterprises’ green marketing initiatives towards

green organizations.

It shows that the Generation Z were aware that food enterprises partner with

non-government organizations to build better strategies to reduce waste in packaging,

initiate partnerships with farmers organizations, and collaborate with environmental

organizations to better understand and solve the issue of getting raw materials from

regions with high risk of deforestation. Also, the participants were highly aware that

food enterprises consider collaborations that are relevant and impactful to their own

objectives.

To build more strategy and lessen the waste produced by the food industry,

food enterprises like McDonald’s partnered with other brands and non-government

organizations. Other enterprises like Yum! also partnered with the World Wildlife Fund

to understand more about beef and soy (McDonald’s,2022; Yum! brands, 2022).

Another company collaborating with another organization is Nestle, with its vision and

commitment towards a waste free future. Some of the topics included are forest

positive strategy, human rights, and climate change. Few of their partners are

Earthworm Foundation, Proforest, The International Federation of Red Cross and Red

Crescent Societies (IFRC), and Veolia. Those partnerships were formed due to

alignment with Nestle principle which is creating shared value and sustainability

(Nestle, 2022).
 53

Table 10. Level of awareness of Generation Z in terms of green organizations

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Partner with Non-Government 3.19 .820 Aware
Organizations to build better
strategy to reduce waste in
packaging.
2. Initiates to be partnered with 3.05 .893 Aware
farmers organization.
3. Considers collaborations that 3.26 .759 Aware
are relevant, impactful to its own
objectives.
4. Collaborate with environmental 3.23 .800 Aware
organizations to better
understand and solve the issue
of getting raw materials from
regions with high risk of
deforestation
TOTAL 3.18 .694 AWARE

Since food enterprises engage itself to green organizations by working together

to have a sustainable environment (McDonald’s, 2022; Yum! brands, 2022),

organizations can handle several economic and environmental concerns (PECB, n.d.).

It also helped green organizations to widen and reach a larger amount of population

which resulted in a more productive and a step closer to achieving the green

objectives.

In support, Uchida and Ferraro (2021), found that firms that combine

environmental and organizational practices can create a competitive advantage to

enhance profitability, access to new markets, strengthen customer relationships and

gain competitive edge. As such, some firms may also mimic environmental practices

that successful leading firms have adopted.

Table 11 provides an overview of the indicator findings including all green

marketing initiatives. The table displays the total mean of the four (4) indicators and

calculates it to get an overall assessment on green marketing initiatives awareness.

The mean score for the green marketing initiatives was 3.29, which corresponds as
 54

highly aware. This indicates that the participants were highly aware of and informed

about the green marketing initiatives implemented by the food enterprises.

The participants were only aware of green products, green activities, and green

organizations, as shown in the table. This suggests that Generation Z's knowledge

may still be raised and enhanced, particularly with regard to green organization

initiatives, which have the lowest mean results. The average outcome of Generation

Z's green policies initiative may be interpreted as a high level of awareness,

demonstrating the generation's excellent results. It demonstrates that Generation Z is

well acquainted with the green practices utilized by the food enterprise.

Green marketing, according to Rock Content Writer (2021), displays how a

company creates and distributes products in an environmentally responsible way, as

well as how it promotes and supports green foundations and programs. It began as a

way for companies to exhibit their sustainable practices and as a tool to highlight how

brands have developed in response to customers' needs for environmental

sustainability.

Based on the results, it seems that the food company did a decent job of

employing green marketing to raise audience awareness. Additionally, Generation Z

consumers demonstrate support for food businesses that prioritize environmental

sustainability.

Table 11. Level of awareness of Generation Z towards green marketing initiatives

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Green Products 3.22 .560 Aware

2. Green Activities 3.25 .615 Aware

3. Green Policies 3.53 .522 Highly Aware
4. Green Organizations 3.18 .694 Aware

TOTAL 3.29 .493 HIGHLY AWARE

 55

Involvement of Generation Z towards

Environmental Protection Activities

In order to determine the level of involvement of Generation Z in environmental

protection, three indicators were used, namely: environmental protection programs,

environmental promotions, and environmental social movements.

Environmental protection programs. Table 12 shows the level of

involvement of Generation Z on environmental protection programs. The overall mean

for this area is 3.00. This means that the participants are only involved in certain

activities. It is evident that the participants observe the environmental programs but do

not actively participate.

Most of the participants showed involvement in tree planting activities in their

area. The participants were also involved in cleaning drives. Although, the majority of

the participants showed moderate involvement in animal rescue operations. On the

other hand, the participants had high involvement in 5R practices (Refuse, Reduce,

Reuse, Repurpose, and Recycle). However, it was implied that the participants were

only involved in donating to environmental organizations to support their activities in

protecting the environment.

Moreover, the participants also showed involvement in forest protection and

anti-illegal logging programs, as well as participation in an environment friendly fun

run. Results revealed that the participants were highly involved in properly segregating

wastes. The participants were also highly aware regarding the practice of turning off

and unplugging devices when not in use. Lastly, the participants had high awareness

on conserving water.
 56

Table 12. Level of involvement of Generation Z in terms of environmental protection

programs
INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Take part in tree planting 2.64 .926 Involve
activities in my area.

2. Participate in cleaning 2.77 .908 Involve

drive.

3. Properly segregate 3.45 .724 Highly Involve

wastes.

4. Participate in animal 2.50 1.03 Moderately Involve

rescue operation.

5. Turn off and unplug my 3.59 .712 Highly Involve

devices when not in use.

6. Practice the 5Rs 3.31 .757 Highly Involve

(Refuse, Reduce, Reuse,
Repurpose, Recycle).

7. Conserve water. 3.56 .659 Highly Involve

8. Participate on forest 2.65 1.02 Highly Involve

protection and anti-illegal
logging program

9. Participate on 2.78 1.04 Involve

environment-friendly fun
run.

10. Donate to environmental 2.83 .970 Involve

organization to support
their activities in
protecting the
environment.

TOTAL 3.01 .560 INVOLVE

James (2022) stated that the environment is important for the health of people

and for the life on earth. An article made by Lualhati (2019), shows a result about the

participant’s environmental awareness and level of environmental participation or

involvement. The conclusion stated that environmental participation can increase

through different use of measurement. The best method to use to gain more

involvement in environmental activities is through environmental programs. Creating

 57

an environmental program will gain more attention and make the other people more

active about environmental activities. Some people take the going green on another

level by applying it to their everyday life like being a vegetarian to help the environment.

(Marlin, & McCloy, 2022).

In contrast, it is forgotten that the industrial buyer also has the ability to pressure

suppliers to modify their activities. Thus, an environmentally committed organization

may not only collaborate with businesses that have reduced their detrimental impact

on the environment, they may also be able to pressure their suppliers to behave in a

more environmentally "responsible" way. Final consumers and industrial buyers also

have the ability to pressure organizations to integrate the environment into their

corporate culture and thus ensure all organizations minimize the detrimental

environmental impact of their activities.

Environmental promotions. Table 13 shows the level of involvement of the

Generation Z toward environmental promotions. The overall mean for the environment

promotions was calculated to barely reach 3.26, which indicates the participants to be

highly involve in environmental promotions. This shows that participants were willing

to participate in promoting the improvement and sustaining the environment. This also

means that Generation Z is committed in supporting environmental promotions through

online or offline.

Although the participants were active through online and offline activities, the

participants were more likely to get involved in promotion through offline or personal.

While on the other hand, participants were more likely to support through online but

not considered to be the participant’s priority. This indicates that participants were

highly involved in promoting the environment friendly practices, encouraging use of

eco bags, and supporting green marketing. Participants also demonstrated a result of

decent involvement in some areas like the use of sustainable websites, online

environmental reminder, and handing out flyers.

 58

According to Marsh (2022), there is still a way to raise awareness of

environmental issues. The author states six (6) ways to do it, with the first three as

attending a rally or march, using social media, and writing articles and creating videos,

suggesting to be more active and vocal in online and offline. The last three are through

more books and movies, be more accommodating, and contact elected officials. This

gives the idea of being more friendly and trying to help others. The result of the table

is inclined in value-belief-norm (VBN) theory. This theory states that the values of a

person influence its own behavior towards the environment. This means that the

person gets more involve whenever it is concern with its own values. This emphasizes

the importance of environmental promotion in encouraging people to take action by

raising the person’s awareness and personal values concern.

Environmental promotion indicator modified from "Consumer Behavior and

Practices Toward Green Marketing of Food Enterprises”, Lim et al (2022). The

participants' awareness on environmental promotions yielded an exceptional result. It

demonstrated a highly aware outcome. It also demonstrated positive results, although

at a lower level than this study and with the second-highest mean result, whereas this

study showed the greatest mean outcome. The results from this indicator in this study

shows a pleasing result as the Generation Z became more active in encouraging

people to take an action on sustaining the environment.

Table 13. Level of involvement of Generation Z in terms of environmental promotions

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Support advertisements that 3.49 .707 Highly Involve
promote environmentally
friendly practices, which are
important in the food
industry.
2. Utilize application or 3.24 .833 Involve
websites that has
environmental sustainability
features (e.g., gforest,
Ecosia, Instagram-eco
feature, etc.)
 59

Table 13. Continued

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
3. Purchase from stores that 3.45 .697 Highly Involve
encourage customers to use
eco bags.

4. Share environment friendly 3.25 .868 Involve

reminder in social media.

5.Promote environmental 2.80 1.07 Involve

protection through handing out
and posting flyers about.

6.Support informative 3.31 .807 Highly Involve

advertisements about green
marketing in different mediums
such as social media, tv, radio
and print.

TOTAL 3.26 .605 HIGHLY INVOLVE

Generation Z are the first generation who are born in technology era. This

implies that Generation Z are becoming more active probable due to the influence of

social media. Most Generation Z are now active in promoting environmental protection

in their own social media especially in their own feeds. This result suggests that the

type of involvement made by Generation Z is sharing of reminders and being active

online.

Environmental social movements. Table 14 shows the level of involvement of

Generation Z towards environmental social movements. The overall mean for this

indicator is 2.66. It denotes that the participants were involved in environmental social

movements. Most of the participants were involved by collaborating with organizations

that promotes no packaging movement, taking part in an online environment-related

campaign, and supporting political movement. On the other hand, the participants were

moderately involved to environmental social movements by joining mass protest for

environmental protection, and youth activism.

 60

Table 14. Level of involvement of Generation Z in terms of environmental social

movements
INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Collaborate with organizations 2.62 1.02 Involve
that promotes no packaging
movement.
2. Get involve in mass protest for 2.44 1.07 Moderately Involve
environmental protection.
3. Take part in an online 2.81 1.00 Involve
environment-related
Campaign.
4. Support political movement. 2.91 .989 Involve
5. Join youth activism. 2.52 1.08 Moderately Involve
TOTAL 2.66 .833 INVOLVE

Veselinovska and Osogovska (2012) stated that environmental movement

positively influenced the participants’ involvement to environmental activities. In

addition, Dr. Khan, A. S. and Dr. Srivastava, P. (2014) stated that different countries

expressed their concern towards environmental problems and issue but the

environmental movements and massive participation of the public held captive the

international and national organizations’ attention. For example, the Basel Convention

(1989) which awakened the environmental awareness and tightened the

environmental regulations in the industrialized world during the 1970s and 1980s which

led to increased public resistance to the disposal of hazardous wastes. It also

controlled movement of hazardous wastes across international borders to prevent

"toxic traders" on shipping hazardous waste from industrial to developing countries.

Another study related to involvement to environmental movement showed that people

are exposed to environmental movements through social media platforms with 37.2

percent, in which many of them has a five or more years of involvement and

participated on different environmental activities. It denotes that involvement to

environmental activities is a product of exposure to environmental movements.

 61

To support the result, a study by Tyson, et al. (2021) showed that 48 percent

of the Americans have done enough efforts in protecting the environment while 47

percent were doing the bare minimum, which means that they were quite involve in

environmental protection initiatives. Moreover, it showed that Generation Z and

Millennials are more likely to participate on climate activism compared to older

generations when it comes to addressing climate change. It also showed that younger

adults or the Generation Z and Millennials are more likely to talk about and were

encouraged to take part on environmental protection. In relation to that, 32 percent of

Generation Z have participated on at least one green activity. Lastly, these two

generations displayed the greatest support for more government action and

environmental regulations to protect the environment. It can be concluded that people,

especially the Gen Z is quite involved on environmental social movements.

The cumulative means of three (3) indicators of environmental protection

activities involvement are shown in Table 15. The overall mean was calculated to be

2.98, which corresponds to involve. This demonstrates that the participants were

engaged in environmental-related activities, but did not prioritize the matter. The

participants were observant and primarily engaged in free time only.

The results shows that the participants were involve in environmental

protection programs and environmental social movements. This means that the

participants engage in environmental-friendly physical activities and follow rules to help

the environment. On the other side, the participants were highly involved in

environmental promotions, which means that participants always take the chance to

help in advertising the sustainability of the environment. Overall, this participant shows

a positive result.
 62

Table 15. Level of involvement of Generation Z towards environmental protection

activities
INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
Environmental 3.01 .560 Involve
Protection
Programs
Environmental 3.26 .605 Highly Involve
Promotions
Environmental 2.66 .833 Involve
Social Movements
TOTAL 2.98 .583 INVOLVED

According to Gupta (2022), as the environment became worst due to pollution,

it became a prominent topic all over the world. Each person is responsible in protecting

the environment. Environmental protection is a way to solve issues by becoming active

in dealing with the arising issues. Consumers have the ability to alter their lifestyle and

its impact on the environment (Small Grans Programme, 2022). That being said, the

result from the table shows that Generation Z have partake and aware on its job to

take care the environment. Based from the result, Generation Z has still capability to

improve its involvement, which is valuable in creating a healthy environment.

Implications of Green Marketing Initiatives

on Environmental Protection Involvement of
Generation Z in Selected Areas in Cavite

Table 16 illustrate a positive and moderate linear relationship between green

marketing initiatives and environmental protection programs (ρ = .422). This finding

also has a high level of statistical significance (p-value (two-tailed) = .000).

As the food enterprises utilized green marketing initiatives, it has a positive

effect on the involvement of Generation Z towards environmental protection activities.

It still indicates a positive result, indicating that the food enterprise was successful in

terms of reaching Generation Z to raise awareness. It shows that the utilization of

green marketing initiatives can greatly affect the involvement for the environmental

protection activities.
 63

Table 16. Correlation results

ENVIRONMENTAL
PROTECTION GREEN
PROGRAMS MARKETING
Pearson Correlation Environmental 1.000 .422
Protection
Programs
Green Marketing .422 1.000
Sig. (1-tailed) Environmental . .000
Protection
Programs
Green Marketing .000 .
N Environmental 387 387
Protection
Programs
Green Marketing 387 387

The model summary in table 17 explains the variability on environmental

protection programs by approximately .178 or 17.8 percent.

R-value represents the correlation between green marketing initiatives and

environmental protection involvement. It shows a value of .422a which is show a low

correlation.

R-Square shows the total variation for the green marketing initiatives that could

be explained by the environmental protection activities. The value of 0.178, indicates

that environmental protection involvement does not generally follow the movements in

the environmental protection involvement.

Adjusted R-squared is a version of R-squared that has been altered to adjust

for the number of predictors in the model. It decreased to 0.176 when green marketing

initiatives improves the model by less than expected.

Table 17. Model Summary

CHANGE STATISTICS
STD.
ERROR OF R
R ADJUSTED R THE SQUARE SIG. F
MODEL R SQUARE SQUARE ESTIMATE CHANGE F CHANGE DF1 DF2 CHANGE
1 .422a .178 .176 .50749 .178 83.542 1 385 .000
a. Predictors: (Constant), Green Marketing Initiatives
b. Dependent Variable: Environmental Protection Involvement
 64

The linear regression model showed in table 18 is well fitted (p-value < .001).

Regression SS is the overall variation in the dependent variable determined by the

regression model. As shown in the ANOVA table, the regression is 21.516 and the

overall is 120.672, indicating that the regression model explains about 17 percent of

the variability in the dataset.

Residual SS is the differences between the model's one-step predicted output

and the measured output from the validation data set. As shown in the ANOVA table,

the residual SS is 99.156, which means that the predicted value was too low.

According to IBM (2021), model fitting provides a concise assessment of how

well the models match the data with estimated parameters. The table includes the

mean, standard error (SE), lowest, and maximum value for each statistic across all

models. It also includes percentile values, which show how the statistic is distributed

among models. For each percentile, the proportion of models with a fit statistic value

less than the specified number.

Table 18. ANOVAa

SUM OF MEAN
MODEL SQUARES DF SQUARE F SIG.
1 Regression 21.516 1 21.516 83.542 .000b
Residual 99.156 385 .258
Total 120.672 386
a. Dependent Variable: Environmental Protection Involvement
b. Predictors: (Constant), Green Marketing

The results showed in table 19 that green marketing initiatives positively and

significantly influence environmental protection programs (β = .479; p-value = .000). A

percentage score increase in green marketing initiatives will result in a corresponding

increase in environmental protection involvement by approximately 47.9 percent.

This empirical result is in congruence with the findings explaining that

environmental protection is significantly and positively influenced by green marketing.

 65

According to the findings, social media and advertising of green goods help to the

development of environmental awareness, which in turn leads to green marketing.

To support, an empirical study by Gbadeyan (2015) stated that green marketing

is a type of marketing that is highly essential from a social, economic, and ethical

standpoint since it aims to raise public awareness about environmental concerns.

Table 19. Coefficientsa

95.0%
CONFIDENCE
UNSTANDARDIZED STANDARDIZED INTERVAL FOR
COEFFICIENTS COEFFICIENTS B
STD. LOWER UPPER
MODEL B ERROR BETA T SIG. BOUND BOUND
1 (Constant) 1.431 .175 8.198 .000 1.088 1.774
Green .479 .052 .422 9.140 .000 .376 .582
Marketing
a. Dependent Variable: Environmental Protection Involvement
 66

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter presents an overview of the main findings of the study. It

comprises what the study is all about, the methods used to obtain the information

needed, the objective of the study and provides the results, the conclusion of all the

findings, and recommendations for present and future food enterprises, Generation,

and future researchers.

Summary

The research focal point and goal is to determine the effects of green marketing

initiatives on environmental protection involvement among generation Z in selected

areas in Cavite. It also intends to determine the awareness or knowledge of the

participants regarding food enterprise green initiatives. The researchers formulated

and used a null hypothesis, which states that: There is no significant effect on green

marketing initiatives toward environmental protection involvement among Gen Z. The

study used causal and descriptive research designs. The participant's sample size was

determined using the Cochran formula. The sampling technique used in this study is

purposive sampling. To test the participants' level of awareness and involvement, the

researchers used modified and self-made questionnaires. The questionnaires'

reliability was tested using the McDonald's Omega. The respondents are asked to

answer the questionnaire honestly and justly to harness detailed and reliable data. The

researchers used a (4) point Likert scale. The primary method used to identify the

effect of a green marketing initiative on environmental involvement was simple linear

regression.

Sociodemographic results showed that 69% of the participants or people who

acquire food enterprise products in Generation Z range from 18 to 21 years old. More

than half of the participants were in early adulthood, suggesting that younger people

tend to have more concern and cooperate in sustaining the environment. In addition,
 67

a more significant number of the participants were female, indicating females as more

involved in environmental protection. On the other hand, 98% of the participants were

single, implying that singles were more involved in environmental protection and aware

of green marketing due to less obligation. Furthermore, with a 60% rate, over half of

the participants were at the college level, indicating that the presented group is the

most concerned about the environment considering that knowledge plays a significant

factor in it. All participants expressed the experience of availing products/services from

a food enterprise, proving that food enterprises are accessible to the public and that

many people are aware of their presence.

The study reveals that the participant's or Generation Z's level of awareness

towards green marketing initiatives overall mean can be interpreted as highly aware.

Based on the result, Generation Z shows a sense of responsibility and discipline in

protecting the environment. The green organization, or the last indicator, presents the

lowest mean of the four indicators. It still shows a positive result, signifying food

enterprise and green organization partnership have done a decent job of reaching

Generation Z to create awareness.

Moreover, the participant's or Generation Z's level of involvement in

environmental protection presents an overall mean of 2.98, which interpret as involved.

Environmental protection programs show that Generation Z is active in participating in

these activities. Generation Z showed the highest score of support and cooperation in

environmental promotion, which means that Generation Z loves to influence and

encourage people to care more about the environment. Generation Z tends to involve

or attend less in environmental social movements.

Lastly, this study showed that green marketing initiatives awareness

significantly affect Generation Z's environmental protection involvement in selected

areas of Cavite. It showed that every increase in green marketing initiatives would

result in a 47.9% increase in environmental protection involvement.

 68

Conclusion

Based on the results of the study, the following conclusions are drawn:

Through the literature research and empirical results, it is concluded that the

awareness of Generation Z towards green marketing initiatives has a positive impact

on the involvement towards environmental protectives activities. The green marketing

initiatives that are the green products, green activities, green policies and green

organization that practiced by the food enterprises can affect the awareness of

Generation Z. The extensive utilization of green marketing initiatives by food

enterprises, the greater the potential that it can increase the awareness of Generation

Z. The empirical results of this study confirm that Generation Z’s green marketing

initiatives awareness awakens the involvement towards environmental protection

activities. The Generation Z’s green marketing initiatives awareness promotes the

utilization and implementation of the food enterprises initiatives.

The green marketing awareness has significant effect on the Generation Z

environmental protection involvement. This implies that green marketing awareness is

crucial in starting a movement to help sustain the environment. Generation Z are an

easy target for the green marketing strategy, as they are easily influenced. The

emotion of Generation Z can also be touched by green marketing strategy, and this

can easily cause to increase the green marketing awareness of Generation Z which

will change their behavior or action.

Food enterprises that producing eco-friendly products helps to keep the

environment clean and green. Consumers and producers must limit harmful

environmental consequences. Recycling papers, metals, plastics, etc. in a secure and

environmentally-friendly way should become much more systematic and widespread.

Green activities can be used as an instrument for the connection between food

enterprises and consumers. Food enterprises can demonstrate its sustainable and
 69

environmentally friendly practices. With this, it increases the awareness of its

consumers to environmental activities.

Food businesses must therefore continue to implement green policies as

Generation Z becomes more aware. This can also certainly assist by simply placing

policies into action in everyday life. The partnership of food enterprises and green

organizations contributes to expanding and ascend Generation Z, resulting in a more

productive and one step closer to implementing sustainable purpose.

Most Generation Z are very aware about the situation of the environment and

about the initiatives used by the food enterprises, especially the fast-food chains.

Generation Z are also very observant to their surroundings and notice every little thing

done by the food enterprises. This is due to Generation Z’s as being a people who are

born with the rise of technology. The rise of technology also created an era for fame of

social media, in which everyone has an access to social media, especially the

Generation Z and the younger ones. This creates a huge impact to the awareness of

Generation Z as the social media offer a lot of information about green marketing

strategy of fast-food chain businesses and about the situation of the environment.

As a consequence, Generation Z is well-informed and understands business

and the environment. It also demonstrates that green marketing is a highly beneficial

and successful approach to adopt, particularly with Generation Z. It means that green

marketing has the potential to boost Generation Z's environmental awareness and

expertise. Generation Z also tend to be more connected to fast food chain business

that use green marketing strategy. This shows that fast food chains that use green

marketing success more than those who don’t. It is also proven as almost all of the

famous fast-food chain are starting adapt the green marketing strategy. This also

makes the fast-food chain business to be more responsible about the environmental

sustainability as they affect the actions of Generation Z customers in protecting the

environment.
 70

Generation Z were eager to contribute to the improvement and preservation of

the environment. Seeing as Generation Z is well aware of green marketing initiatives,

it follows that Generation Z is committed to environmental promotion. The significance

of environmental promotion in enticing individuals to take action lies in its capacity to

enhance individuals' awareness and concern concerning own personal values.

The empirical findings of this study demonstrated that Generation Z is involved

in environmental protection programs and social movements. Developing an

environmental program will increase public awareness and encourage increased

involvement. Generation Z is willing to participate in environmental protection social

movements.

As Generation Z is becoming more aware of green marketing initiatives,

individuals gradually embrace a greener lifestyle and become more cautious in its

decision-making, especially when it comes to involvement in environmental protection

activities. However, the empirical results that Generation Z are only involve to the

environmental protection activities, which means that Generation Z are engaged to it

but not actively participating. Therefore, even though individuals are aware of green

marketing initiatives utilized by food enterprises, it is not sufficient to urge individuals

to participate in environmental protection activities.

Recommendations

As the study reach its conclusion, using the findings and results of the study,

the following recommendation are proposed:

Given that the green marketing awareness has a significant effect on

Generation Z’s environmental protection involvement, the researchers recommend

observing other generation’s behavior towards it to compare and further research.

Green marketing strategies can significantly enhance Generation Z's green

marketing awareness, which will impact their behavior or action. It is crucial to identify
 71

the factors that can easily influence Generation Z, considering their susceptibility to

external influences.

As the survey revealed that today's generation is more environmentally aware

and eager to assist in its preservation, food enterprises are urged to use green

marketing consistently.

Given that it has been shown that green marketing initiatives influence

environmental movement involvement, the researchers recommend that the local

government increase its utilization of green marketing. Local governments should

concentrate more on green marketing and enhance local citizens' awareness.

Based on the result of the study, it was discovered that generation Z is aware

of environmental organizations but is only somewhat engaged. Therefore, the

researchers recommend that environmental organizations enhance engagement by

communicating frequently and promoting environmental protection initiatives online.

Future researchers are encouraged to build upon this study, using it as a

steppingstone for further exploration. It is recommended to broaden the scope of

investigation by incorporating diverse age groups and exploring industries beyond the

food sector. This approach will expand the understanding of how awareness of green

marketing initiatives impacts environmental protection involvement. By embracing

these suggestions, researchers can shed more light on the relationship between the

independent variable and the dependent variable, providing valuable insights for future

studies in this field.

 72

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APPENDICES
 80

Appendix 1. Research Instrument

 81

Republic of the Philippines

CAVITE STATE UNIVERSITY
Don Severino de las Alas Campus
Indang, Cavite
Tel. (046) 415 0010 Telefax (046) 0011
Email: cvsu.op206@gmail.com

COLLEGE OF ECONOMICS, MANAGEMENT AND DEVELOPMENT STUDIES

Department of Management

September 27, 2022

Dear Participant:

The Department of Economics, Management and Development Studies of

Cavite State University in Indang, Cavite is currently conducting a study entitled
“Effects of Green Marketing Initiatives on Environmental Protection Involvement
Among Generation Z in Selected Areas in Cavite”. The main objective of the study
is to examine the effect of green marketing to the environmental protection awareness
of the generation Z.
You have been selected randomly as one of the participants of our study. In
this regard, we are asking for your precious time, and effort to answer all the questions
in the questionnaire that are important and helpful for the completing of the study. Rest
assured that all data gathered from you will be kept in the highest level of
confidentiality.
Your positive response in this request will be valuable contribution for the
success of the study and will highly appreciate.
Thank you very much for your cooperation.

Respectfully yours,

Joyce Anne B. Ambagan

James Patrick R. Chavez
Abigail Joy A. Salud
Kurt Anne O. Sanchez
Researchers
 82

Title of Study: Effects of Green Marketing Initiatives on Environmental Protection

Involvement Among Generation Z in Selected Areas in Cavite

Researchers: Joyce Anne B. Ambagan

James Patrick R. Chavez
Abigail Joy A. Salud
Kurt Anne O. Sanchez

SURVEY QUESTIONNAIRE

Part I: Instructions: Answer the following by putting a check mark on the option that
corresponds to your answer.

1. Age: _____
2. Sex
___Female
___Male

3. Civil Status
___Single ___Married
___Widowed/Widower ___Separated/Divorcee

4. Highest Educational Attainment

___No Formal Education ___Elementary Level
___ Elementary Graduate ___High School Level
___Senior High School Graduate___Vocational Graduate
___College Level ___College Graduate

5. Location

___District 1(Cavite City, Kawit, Noveleta, Rosario)

___District 4(City of Dasmarinas)
___District 6(City of General Trias)
___District 7(Amadeo, Indang, Tanza, City of Trece Martires)

6. Do you have any experience availing products/services in a food enterprise?

___Yes ____No

Part II: Instructions: Please state your level of agreement or disagreement to the
following statements by putting a check mark on your preferred answer.
Use the following scale below:

4 – Highly agree
3 – Agree
2 – Moderately Agree
1 – Disagree

STATEMENT
Green Products 4 3 2 1
As a Generation Z individual, I observed that
food enterprises…

1. implement use of reusable utensils for dine-in

customers.
 83

2. use paper-based packaging such as paper

bags and food containers for take-out orders.
3. offer either paper straws or no straws for
drinks.
4. implement use of customers’ personal
tumblers as containers of the availed drinks.
5. offer more plant-based food products.
6. modify their products to make them
environmentally friendly.
7. modify their product packaging to suit the
environment.
8. offer products that made up of materials that
have less impact to the environment
9. offer products that can be recycled
10. using environmentally friendly raw materials
in the production stage
Green Activities
As a Generation Z individual, I heard that food
enterprises…
1. provide service and support in tree planting
activities.
2. implement fund raising campaigns for
environment sustainability
3. aid agriculturist by lending them modernized
agricultural tools and equipment with new
research information.
4. donate to environmental organization.
5. initiate own campaigns to zero waste
management (ex. “Bring Your Own Bottle
campaign”).
6. have goals and objectives to make business
environmentally friendly
7. have stationeries that are properly utilized
8. set the standards in practicing green
operations
9. associate their branding with green marketing
practices.
10. issue napkins that are made of recycled
papers (brown tissue)
Green Policies
As a Generation Z individual, I observe that
food enterprises…

1. implement and practice ‘no smoking’ within the

business vicinity.
2. practice proper waste management.
3. implement CLAY GO (Clean As You Go).
4. carry out use of paper-based packaging.
5. properly dispose of biodegradable and non-
biodegradable wastes.
6. follow environmental laws and regulations.
 84

Green Organizations
As a Generation Z individual, I am familiar that
food enterprises…

1. partner with Non-Government Organizations

to build better strategy to reduce waste in
packaging.
2. initiates to be partnered with farmers
organization.
3. considers collaborations that are relevant,
impactful to its own objectives.
4. collaborate with environmental organizations
to better understand and solve the issue of
getting raw materials from regions with high
risk of deforestation

Part III: Instructions: Please state your level of frequency of involvement to the
following statements by putting a check mark on your preferred answer.
Use the following scale below:
Note: Your answer should be based on your exposure to green marketing initiatives
4 – Always
3 – Sometimes
2 – Seldom
1 – Never

STATEMENTS
Environmental Protection Programs 4 3 2 1
1. I take part in tree planting activities in my
area.
2. I participate in cleaning drive.
3. I properly segregate my wastes.
4. I participate in animal rescue operation.
5. I turn off and unplug my devices when not
in use.
6. I practice the 5Rs (Refuse, Reduce,
Reuse, Repurpose, Recycle).
7. I conserve water.
8. I participate on forest protection and anti-
illegal logging program.
9. I participate on environment friendly fun
run.
10. I donate to environmental organization
to support their activities in protecting the
environment.
Environmental Promotions
1. I support advertisements that promote
environmentally friendly practices, which
are important in the food industry.
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2. I utilize application or websites that has

environmental sustainability features
(e.g., GForest, Ecosia, Instagram-eco
feature, etc.)
3. I purchase from stores that encourage
customers to use eco bags.
4. I share environment friendly reminder in
social media.
5. I promote environmental protection
through handing out and posting flyers
about.
6. I support informative advertisements
about green marketing in different
mediums such as social media, tv, radio
and print.
Environmental Social Movements
1. I collaborate with organizations that
promotes no packaging movement.
2. I get involve in mass protest for
environmental protection.
3. I take part in an online environment-
related Campaign.
4. I support political movement.
5. I join youth activism.
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Appendix 2. Request for Adviser and Technical Critic

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Appendix 3. Title Approval Sheet

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Appendix 4. Proposal Approval Sheet

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Appendix 5. Request for Proposal Oral Review

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Appendix 6. Request for Manuscript Oral Review

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Appendix 7. Routing Slip

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Appendix.8 Certificate from Statistician

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Appendix 9. Statistician data of results

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Demographic profile of Generation Z in selected areas in Cavite

CHARACTERISTICS FREQUENCY PERCENT Cumulative
(N=387) (%) Percent
Age
18-21 267 69 69.0
22-25 120 31 100.0
Minimum: 18 years old
Maximum: 25 years old
Range: 18-25 years old
Mean: 21 years old
Sex
Female 212 54.8 54.8
Male 175 45.2 100.0
Civil Status
Single 380 98.2 98.2
Married 6 1.6 99.7
Widowed/Widower 0 0 100.0
Separated/Divorced 1 .3

Educational Attainment
No formal education 1 .3 .3
Elementary level 1 .3 .5
Elementary graduate 6 1.6 2.1
High school level 58 15.0 17.1
Senior high school graduate 51 13.2 30.2
Vocational graduate 5 1.3 31.5
College level 231 59.7 91.2
College graduate 34 8.8 100.2

Location
District 1 65 16.8 16.8
District 4 81 20.9 37.7
District 6 111 28.7 66.4
District 7 130 33.6 100.0
Experience availing
products/services in a food
enterprise
Yes 387 100 100
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Level of awareness of Generation in terms of green products

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. implement use of reusable 3.25 .855 Aware
utensils for dine-in customers.

2. use paper-based packaging 3.56 .663 Highly Aware

such as paper bags and food
containers for take-out orders.

3. offer either paper straws or no 3.21 .860 Aware

straws for drinks.
4. implement use of customers’ 3.82 1.00 Aware
personal tumblers as
containers of the availed
drinks.
5. offer more plant-based food 3.25 .951 Aware
products.
6. modify their products to make 3.39 .827 Aware
them environmentally friendly.
7. modify their product 3.28 .720 Highly Aware
packaging to suit the
environment.
8. offer products that made up of
materials that have less 3.35 .791 Highly Aware
impact to the environment
9. offer products that can be
recycled 3.26 .799 Highly Aware
10. using environmentally friendly
raw materials in the 3.22 .783 Highly Aware
production stage
TOTAL 3.22 .560 Aware
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Level of awareness of Generation in terms of green activities

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. provide service and support 3.13 .914 Aware
in tree planting activities.

2. implement fund raising 3.18 .834 Aware

campaigns for environment
sustainability
3. aid agriculturist by lending 3.00 .890 Aware
them modernized
agricultural tools and
equipment with new
research information.
4. donate to environmental 3.22 .801 Aware
organization.

5. initiate own campaigns to 3.09 .918 Aware

zero waste management
(ex. “Bring Your Own Bottle
campaign”).
6. have goals and objectives 3.43 .704 Highly Aware
to make business
environmentally friendly
7. have stationeries that are 3.31 .770 Highly Aware
properly utilized
8. set the standards in
practicing green operations 3.33 .753 Highly Aware
9. associate their branding
with green marketing 3.29 .761 Highly Aware
practices.
10. issue napkins that are
made of recycled papers 3.50 .753 Highly Aware
(brown tissue)
TOTAL 3.25 .615 Aware
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Level of awareness of Generation in terms of green policies

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. implement and practice ‘no 3.64 .643 Highly Aware
smoking’ within the
business vicinity.
2. practice proper waste 3.56 .685 Highly Aware
management.

3. implement CLAY GO 3.48 .756 Highly Aware

(Clean As You Go).
4. carry out use of paper- 3.50 .692 Highly Aware
based packaging.

5. properly dispose of 3.48 .725 Highly Aware

biodegradable and non-
biodegradable wastes.
6. follow environmental laws 3.50 .714 Highly Aware
and regulations.
TOTAL 3.53 .522 Aware
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Level of awareness of Generation in terms of green organizations

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. partner with Non- 3.19 .820 Aware
Government Organizations
to build better strategy to
reduce waste in packaging.
2. initiates to be partnered 3.05 .893 Aware
with farmers organization.
3. considers collaborations 3.26 .759 Aware
that are relevant, impactful
to its own objectives.
4. collaborate with 3.23 .800 Aware
environmental
organizations to better
understand and solve the
issue of getting raw
materials from regions with
high risk of deforestation
TOTAL 3.18 .694 Aware

Level of awareness of Generation Z towards green marketing initiatives

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Green Products 3.22 .560 Aware

2. Green Activities 3.25 .615 Aware

3. Green Policies 3.53 .522 Highly Aware
4. Green Organizations 3.18 .694 Aware

TOTAL 3.29 .493 Highly Aware

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Level of involvement of Generation in terms of environmental protection programs

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. take part in tree planting 2.64 .926 Involve
activities in my area.
2. participate in cleaning drive. 2.77 .908 Involve
3. properly segregate my 3.45 .724 Highly Involve
wastes.
4. participate in animal rescue 2.50 1.03 Moderately Involve
operation.

5. turn off and unplug my 3.59 .712 Highly Involve

devices when not in use.
6. practice the 5Rs (Refuse, 3.31 .757 Highly Involve
Reduce, Reuse,
Repurpose, Recycle).
7. conserve water. 3.56 .659 Highly Involve
8. participate on forest
protection and anti-illegal 2.65 1.02 Involve
logging program.
9. participate on environment
friendly fun run. 2.78 1.04 Involve
10. donate to environmental
organization to support their .970 Involve
2.83
activities in protecting the
environment.
TOTAL 3.01 .560 Involve

Level of involvement of Generation in terms of environmental Promotions

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. support advertisements that 3.49 .707 Highly Involve
promote environmentally
friendly practices, which are
important in the food
industry.
2. utilize application or 3.24 .833 Involve
websites that has
environmental sustainability
features (e.g., GForest,
Ecosia, Instagram-eco
feature, etc.)
3. purchase from stores that 3.45 .697 Highly Involve
encourage customers to
use eco bags.
4. share environment friendly 3.25 .868 Involve
reminder in social media.
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5. promote environmental 3.80 1.07 Involve

protection through handing
out and posting flyers
about.
6. support informative 3.31 .807 Highly Involve
advertisements about green
marketing in different
mediums such as social
media, tv, radio and print.
TOTAL 3.26 .605 Highly Involve

Level of involvement of Generation in terms of environmental social movements

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. collaborate with 2.62 1.02 Involve
organizations that promotes
no packaging movement.
2. get involve in mass protest 2.44 1.07 Moderately Involve
for environmental
protection.
3. take part in an online 2.81 1.00 Involve
environment-related
Campaign.
4. support political movement. 2.91 .989 Involve
5. join youth activism. 2.52 1.08 Moderately Involve
TOTAL 2.66 .833 Involve

Level of involvement of Generation Z towards environmental protection activities

INDICATOR MEAN STANDARD INTERPRETATION
DEVIATION
1. Environmental Protection 3.01 .560 Involve
Programs
2. Environmental Promotions 3.26 .605 Highly Involve
3. Environmental Social 2.66 .833 Involve
Movements
TOTAL 2.98 .583 Involve
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Correlation results
Environmental
Protection Green
Programs Marketing
Pearson Correlation Environmental Protection 1.000 .422
Programs
Green Marketing .422 1.000
Sig. (1-tailed) Environmental Protection . .000
Programs
Green Marketing .000 .
N Environmental Protection 387 387
Programs
Green Marketing 387 387

Model Summary
Change Statistics
Std. Error
Mod R Adjusted of the R Square F Sig. F
el R Square R Square Estimate Change Change df1 df2 Change
1 .422a .178 .176 .50749 .178 83.542 1 385 .000

ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 21.516 1 21.516 83.542 .000b
Residual 99.156 385 .258
Total 120.672 386

Coefficientsa
95.0%
Unstandardized Standardized Confidence
Coefficients Coefficients Interval for B
Std. Lower Upper
Model B Error Beta t Sig. Bound Bound
1 (Constant) 1.431 .175 8.198 .000 1.088 1.774
Green .479 .052 .422 9.140 .000 .376 .582
Marketing
a. Dependent Variable: Environmental Protection Involvement
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Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 2.2930 3.3465 3.0088 .23610 387
Residual -1.43526 1.33519 .00000 .50683 387
Std. Predicted Value -3.032 1.430 .000 1.000 387
Std. Residual -2.828 2.631 .000 .999 387
a. Dependent Variable: Environmental Protection Involvement

𝐸𝑃𝐼𝑖 = 𝛽0 + 𝛽1 𝐺𝑀𝑖 + ⅇ𝑖
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Appendix 10: Certificate from English Critic

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Appendix 11. Curriculum Vitae

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