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The Impact of Green Marketing Strategies of Fast Fashion Brands on Purchasing Behavior
of Select College Level Students in Metro Manila

Thesis Final Paper

Presented to
The Decision Sciences and Innovation Department
Ramon V. Del Rosario-College of Business
De La Salle University-Manila

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Business Management (BS-MGT)

By:

Abanilla, Gian Keith L.

Garde, Emmanuel Edward A.
Singh, Akshay Kumar R.
Teh, Paolo Rafael B.

Dr. Dennis L. Berino

Thesis Adviser

June 2022
 ABSTRACT

The rise in environmental deterioration and consumer awareness of such issues has

resulted in a widespread adoption of green marketing methods by businesses. Green marketing is

the practice of creating and selling products and/or services that are environmentally friendly.

Green marketing has progressed from a fad to a way of life. Environmental degradation is

currently one of the world's most concerning issues, owing to a variety of factors including

industrialization, technological advancements, urbanization, and human intervention, which has

resulted in climate change, water and air pollution, land degradation, and other issues. According

to Chauhan, Choudhary, and Kushwah (2015), the best solution to address the aforementioned

environmental concern is to include green concepts into all current development initiatives. The

primary goal of the study is to determine if fast fashion firms' green marketing methods have an

impact on the purchasing behavior of select college students in Metro Manila when it comes to

green garments. A quantitative explanatory research design was used to determine the impact of

green marketing strategies, such as green advertising, green branding, green labeling, and green

packaging, on the purchasing behavior of select college level students in Metro Manila. The data

were gathered through an online survey that was conducted among a group of Metro Manila

college students. The following analyses were carried out: descriptive, correlation, linear

regression, and moderation. The proponents deduced from the outcomes of this study that Green

Marketing Strategy does have a substantial impact on the Green Purchasing Behavior of college

level students in Metro Manila.

ii
 ACKNOWLEDGEMENTS

Our group would like to express our deepest gratitude and immeasurable appreciation to

the individuals who, in one way or another, have helped us in making this research possible.

First and foremost, we would like to thank God Almighty for the unwavering blessings

He has showered upon our group. We would like to express our gratitude for the continuous

guidance, strength, and the opportunity for us to acquire more knowledge through this study.

We would like to thank our thesis adviser, Dr. Dennis Berino, of the Decision Science

and Innovation Department of De La Salle University–Manila, for the steadfast support he has

provided our group throughout the completion of this study. The knowledge and guidance he has

shared with us will definitely guide us to grow as better individuals, researchers, and future

Lasallian Business Leaders.

We would also like to express our special gratitude to all our Thesis 1 and 2 panelists, Dr.

Cristina Teresa Lim, Mr. Roderick Pangindian, Mr. Patrick Hariramani, and Mr.

Emmanuel Jimenez for their encouragement and insightful feedback that allowed us to

substantially improve our paper.

Our sincere thanks and appreciation goes to all our friends and families who have offered

us the help and support we needed, especially during the toughest times experienced in the

duration of this study. Without them, this paper would not be made possible.

iii
 TABLE OF CONTENTS

ABSTRACT ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF APPENDICES vii
LIST OF FIGURES viii
LIST OF TABLES x
Chapter 1: Introduction 1
1.1 Background of the Study 1
1.2 Statement of the Research Problems 2
1.2.1 Main Problem 2
1.2.2 Sub-Problems 3
1.3 Statement of the Research Objectives 3
1.3.1 General Objective 3
1.3.2 Specific Objectives 3
1.4 Significance of the Study 4
Entrepreneurs 4
Firms 5
Business Leaders 5
The Government 5
Future Researchers 6
The Academe 6
1.5 Scope and Limitations 6
Chapter 2: Review of Related Literature 8
2.1 Introduction 8
2.2 Fast Fashion Industry 8
2.3 Green Marketing Strategy 10
2.3.1 Evolution of Green Marketing 11
2.3.2 Green Marketing Mix 12
2.3.2.1 Green Product 13
2.3.2.2 Green Price 14
2.3.2.3 Green Promotion 15
2.3.2.4 Green Place 16

iv
 2.3.3 Other Green Marketing Strategies 17
2.3.3.1 Green Advertising 17
2.3.3.2 Green Branding 17
2.3.3.3 Green Packaging 18
2.3.3.4 Green Labelling 18
2.3.4 Levels of Green Marketing Strategy 19
2.3.5 Green Marketing and Firm Performance 21
2.4 Green Purchasing Behavior 22
2.4.1 Green Purchasing Intent 23
2.4.2 Green Purchasing Behavior Induced by Environmental Concern 24
2.4.3 Green Purchasing Behavior on Socio-Demographic Variables 24
2.4.4 Green Purchasing Behavior on the Theory of Planned Behavior and Norm
Activation Model 25
2.4.4.1 Theory of Planned Behavior 27
2.4.4.2 Norm Activation Model 29
2.5 Green Marketing Efforts of Fast Fashion Firms 30
2.6 Impacts of Green Marketing Strategy on Consumer Purchasing Behavior 32
2.6.1 Positive Impact of Green Marketing Strategy on Consumer Purchasing Behavior 32
2.6.2 Minimal to No Impact of Green Marketing Strategy on Consumer Purchasing
Behavior 35
2.7 Synthesis 36
2.8 Literature Map 39
2.9 Research Gap 41
Chapter 3: Frameworks of the Study 42
3.1 Theoretical Framework 42
3.2 Conceptual Framework 44
3.3 Operational Framework 45
3.4 Hypotheses of the Study 46
3.5 Assumptions 47
3.6 Operational Definition of Terms 47
Chapter 4: Methodology 49
4.1 Research Design 49
4.2 Research Locale 49
4.3 Profile of Respondents 50
4.4 Sampling Design 50
4.5 Method/s of Data Collection 51
4.6 Research Instrument 51
4.7 Method/s of Data Analysis 56

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Chapter 5: Results and Discussion 57
5.1 General Profile of Respondents 57
5.2 Descriptive Analysis 58
5.3 Correlation Analysis 63
5.4 Linear Regression Analysis 66
5.4.1 Simple Linear Regression Analysis 66
5.4.2 Multiple Linear Regression Analysis 71
5.4.3 Hypothesis Testing 72
5.5 Moderation Analysis 73
5.5.1 Moderating Role of School/University 74
5.5.2 Moderating Role of Age 77
5.5.3 Moderating Role of Sex 81
Chapter 6: Conclusions and Recommendations 85
6.1 Introduction 85
6.2 Conclusions Based on the Findings 86
6.3 Recommendations 88
6.4 Indications for Further Research 91
REFERENCES 93
APPENDICES 112

iv
 LIST OF APPENDICES

APPENDIX A General Research Ethics Checklist 115

APPENDIX B Checklist A (Human Participants) 119

APPENDIX C Checklist G (Internet Research) 126

APPENDIX D Research Ethics Clearance Form 131

APPENDIX E THSBUS1 Endorsement for Thesis Proposal 132

Defense

APPENDIX F Online Survey Questionnaire Cover Letter 133

APPENDIX G Online Survey Questionnaire 136

APPENDIX H Online Survey Questionnaire (Google Forms) 139

APPENDIX I THSBUS1 Thesis Proposal Approval Sheet 147

APPENDIX J THSBUS2 Endorsement for Thesis Proposal 148

Defense

APPENDIX K THSBUS2 Final Thesis Paper Approval Sheet 149

vii
 LIST OF FIGURES

Figure 1 Levels of Green Marketing Strategy 20

Figure 2 Theory of Planned Behavior 27

Figure 3 Norm Activation Model 29

Figure 4 Literature Map 39

Figure 5 Influential Green Marketing Tools on Consumer 42

Purchase Intention

Figure 6 Theory of Planned Behavior 43

Figure 7 Conceptual Framework to measure the Impact of 44

Green Marketing Strategy on Consumer
Purchasing Behavior towards Green Products

Figure 8 Operational Framework to measure the Impact of 45

Green Marketing Strategy on Consumer
Purchasing Behavior towards Green Products

Figure 9 Descriptive Analysis 58

Figure 10 Pearson’s Correlation Analysis for Moderating 63

Variables

Figure 11 Simple Linear Regression - Green Labelling & 66

Green Purchasing Behavior

Figure 12 Simple Linear Regression - Green Packaging & 67

Green Purchasing Behavior

Figure 13 Simple Linear Regression - Green Branding & 68

Green Purchasing Behavior

Figure 14 Simple Linear Regression - Green Advertising & 69

Green Purchasing Behavior

Figure 15 Multiple Linear Regression - Green Labelling, 71

Green Packaging, Green Branding, Green
Advertising & Green Purchasing Behavior

Figure 16 Revised Operational Framework 72

Figure 17 Moderation Analysis of School/University between 74

viii
 Green Labelling and Green Purchasing Behavior

Figure 18 Moderation Analysis of School/University between 75

Green Packaging and Green Purchasing Behavior

Figure 19 Moderation Analysis of School/University between 75

Green Branding and Green Purchasing Behavior

Figure 20 Moderation Analysis of School/University between 76

Green Advertising and Green Purchasing Behavior

Figure 21 Moderation Analysis of School/University between 77

Green Marketing Strategy and Green Purchasing
Behavior

Figure 22 Moderation Analysis of Age between Green 78

Labelling and Green Purchasing Behavior

Figure 23 Moderation Analysis of Age between Green 78

Packaging and Green Purchasing Behavior

Figure 24 Moderation Analysis of Age between Green 79

Branding and Green Purchasing Behavior

Figure 25 Moderation Analysis of Age between Green 80

Advertising and Green Purchasing Behavior

Figure 26 Moderation Analysis of Age between Green 80

Marketing Strategy and Green Purchasing Behavior

Figure 27 Moderation Analysis of Sex between Green 81

Labelling and Green Purchasing Behavior

Figure 28 Moderation Analysis of Sex between Green 82

Packaging and Green Purchasing Behavior

Figure 29 Moderation Analysis of Sex between Green 82

Branding and Green Purchasing Behavior

Figure 30 Moderation Analysis of Sex between Green 84

Advertising and Green Purchasing Behavior

Figure 31 Moderation Analysis of Sex between Green 84

Marketing Strategy and Green Purchasing Behavior

viii
 LIST OF TABLES

Table 1 Operational Definition of Terms 47

Table 2 Cronbach’s alpha calculation (Pre-test) 52

Table 3 Cronbach’s alpha calculation (Post-test) 53

Table 4 Online Survey Questionnaire 53

Table 5 Summary of Socio-demographic Variables 57

Table 6 Mean Interpretation per Question 60

Table 7 Mean Interpretation per Variable 62

Table 8 Pearson’s Correlation Analysis for Independent and 64

Dependent Variables

Table 9 Summary of Hypothesis Testing 73

x
 Chapter 1: Introduction

1.1 Background of the Study

The deterioration of the environment is currently one of the world’s most alarming issues

caused by various factors such as: industrialization, technological advancements, urbanization,

and human intervention that gives rise to climate change, water and air pollution, land

degradation, and many more. Chauhan, Choudhary, and Kushwah (2015) suggested that the

optimal way to address the aforementioned environmental concern is the universal adoption of

green concepts in all existing development activities. These concepts encompass the sustainable

utilization of resources, adequate consumption of materials, promotion of green awareness to the

community, and overall protection of the environment.

With the rising concern of the public regarding environmental issues, businesses from

various industries are taking advantage of this opportunity through the adoption of eco-friendly

practices and marketing campaigns within its supply chains in order to improve reputation,

maximize profits, and contribute to the mitigation of environmental degradation (Fuentes, 2019).

Moreover, Furman (2017) mentioned that going green has become mandatory for several

businesses as international regulations urge them to uphold certain environmental standards.

Green marketing is the known effort of businesses involved in the modification, production,

packaging, and advertisement of products that are considered to be eco-friendly (American

Marketing Association, 2017).

According to Sweeny (2015), the industry of fast fashion is known to be the

second-largest pollutant in the world which generates a massive amount of damaging carbon

footprint. Over recent years, international fast fashion labels including Forever21, Topshop, Zara,

1
Stradivarius, H&M, Uniqlo, and more, have successfully entered the retail market in the

Philippines with apparel products that are constantly up-to-date with the fashion trends in the

country. Despite it being a rapidly-growing industry, the fast fashion industry is known to release

toxic substances during its production process and fill up waste in landfills because of increasing

consumption patterns (Perez, 2019). It was seen that 62 million tonnes of clothes are bought and

used by consumers globally, but around 80% of which are thrown away afterwards. Although

many studies have already looked into the influence of green marketing strategies on the buying

intention and behavior of consumers, only a handful have looked into green marketing efforts of

businesses within the industry of fast fashion. Consequently, this research intends to explore and

analyze the influence of fast fashion brands’ green marketing strategies on consumer buying

behavior towards sustainable apparel products, which could be beneficial for companies to

attract more customers and further maximize profits.

1.2 Statement of the Research Problems

The study aims to tackle the following research problems:

1.2.1 Main Problem

Do the green marketing strategies utilized by fast fashion brands hold a significant impact

on the consumer purchasing behavior of select college level students in Metro Manila towards

green apparel products?

2
1.2.2 Sub-Problems

In addition, the following sub-problems will also be addressed upon the completion of

this study:

● To what extent are green marketing strategies significant to select college level students

in Metro Manila?

● To what extent is green purchasing behavior manifested by select college level students

in Metro Manila?

● What recommendations can be provided to fast fashion brands according to the findings

of the research?

1.3 Statement of the Research Objectives

This study aims to fulfill the following objectives:

1.3.1 General Objective

To determine the impact of the green marketing strategies of fast fashion brands on the

purchasing behavior of select college level students in Metro Manila towards green apparel

products.

1.3.2 Specific Objectives

● To identify the level of significance of green marketing strategies to select college level

students in Metro Manila.

● To determine the extent of green purchasing behavior manifested by select college

students in Metro Manila.

3
 ● To generate recommendations concerning green marketing strategies for fast fashion

firms from the findings of the research.

1.4 Significance of the Study

The use of green marketing strategies among businesses in the retail industry has

increased over the years with the growing awareness of consumers. According to Davey (2013),

these marketing strategies involve the promotion of goods that are produced with materials or

processes that are safe for the environment. As mentioned previously, this research intends to

determine the impact of fast fashion brands’ green marketing strategies on the purchasing

behavior of select college level students in Metro Manila. With this, the results of this study

could be beneficial to various communities, organizations, and individuals. These various sectors

are as follows:

● Entrepreneurs

One of the main beneficiaries of this study would be entrepreneurs. These

individuals specifically could reap the most benefits out of this research paper based on

its findings as it would provide them with the information they need to explore

sustainable methods for their operations. Most especially within the fast fashion industry,

this study may also be used as a guide or basis in order for entrepreneurs to revamp their

brands’ green marketing strategies in order to maximize profitability and attract potential

clients.

4
● Firms

Similarly, various firms within the retail industry, most especially in fast fashion,

that are exploring marketing strategies to promote their green apparel products will also

be able to benefit from the findings of this study. It would allow these firms to determine

if these strategies could have a huge influence on the buying behavior of their customers.

With this, firms will be able to further strengthen their initiatives and maintain a

competitive market advantage.

● Business Leaders

This study could encourage business leaders to ensure that all their businesses

have properly implemented sustainable methods within their supply chains. Not only

could these be applied to marketing strategies, but also to their production processes in

general—to achieve long-term sustainability and care for the environment. Through this,

they could initiate positive change within the business sector.

● The Government

This study will be very beneficial to the government as it can be utilized by

different government agencies to ensure that businesses are able to uphold various

standards and claims for sustainability within their operations. The results of this study

may also be considered a contribution to the mitigation of environmentally-harmful

business processes in the Philippines. Additionally, the study may be used to encourage

the government to further promote sustainability among various businesses in the country

through the reinforcement of green standards and regulations.

5
 ● Future Researchers

The results of this study will be of big help to future researchers with the same

interest regarding the influence of green marketing strategies of fast fashion brands on

consumer buying behavior. This study will serve as their basis and foundation for similar

factors discussed in this study, allowing them to discover more about the given topic and

further fill the gaps of this research.

● The Academe

The findings of this research will also benefit the local academic community.

Members of the academe, such as students, professionals, and graduates, will have

access to the information and learn about the various impacts of green marketing

techniques on consumer purchasing behavior within the Philippines once the study is

published. The findings will also provide learners with information to help them better

grasp the role of consumers in the environmental setting.

1.5 Scope and Limitations

The study encompasses the impact of the green marketing strategies utilized by

companies within the industry of fast fashion on the purchasing behavior of select college

students in Metro Manila. It includes green marketing strategies of Green Packaging, Green

Branding, Green Labeling, and Green Advertising as the independent variables, and Green

Purchasing Behavior as the dependent variable. Other factors such as beliefs, specific brand

perceptions, and post-purchase behaviors, are not covered in this study. Moreover, in light of the

ongoing global pandemic, the collection of data is only limited to the distribution of online

6
survey questionnaires through Google Forms. Consequently, the findings of the study could be

generalized only for the aforementioned population. The study shall run from January 2022 to

June 2022, with the use of an online survey questionnaire adapted from Shrestha (2018).

7
 Chapter 2: Review of Related Literature

2.1 Introduction

With the rising interest of consumers on sustainable products and services brought about

by environmental issues, the adoption of green marketing methods have also been observed

within businesses over the recent years (Zhang & Dong, 2020). Green marketing strategies

include methods that exhibit the efforts of businesses to mitigate the unfavorable impacts of

products and services on the environment (Groening et al., 2017). By means of this, several

businesses have been taking advantage of these green approaches within their supply chains to

maintain a competitive advantage within their respective industries.

In this chapter, a comprehensive literature review is provided to obtain a better

understanding of previous studies regarding the primary variables of this research—green

marketing strategies and green purchasing behavior. Studies encompassing similar concepts and

variables are gathered and divided into respective topics for an organized presentation of existing

information. Moreover, this information shall be the basis for the conceptualization of the

groundwork and hypotheses of the study—while also providing sufficient support to its claims.

2.2 Fast Fashion Industry

According to Terell (2019), fast fashion is referred to as "cheap and trendy" and includes

the whole process of design, manufacturing, and marketing. Fast Fashion has evolved over many

years especially with the advances welcomed on by the Modern Unrest. Today, "Fast Fashion" is

a concept utilized for plans that deliver rapidly from the catwalk to retail stores to catch current

8
style instead of hanging tight for it to channel down through the conventional design cycle. It is

recognized by the way that it comes up short on particular stylish; all things being equal, it takes

care of the necessities of the purchaser because of current examples, and is subsequently

continuously advancing.

Fast Fashion alludes to a sort of retailing (Linden, 2016). It consistently delivers new

items over time and is undeniably more affordable than different regions of the design business.

Retailers, as well as individual ventures, have a significant degree of contest. Each retailer has an

organization of providers which contain joins between various regions of the partnership and

their items by and large alluded to as the store network. The amount of time it takes for an item

to cross through the entire production network until it is purchased by clients is the lead-time.

This expression and idea alludes to the idea of time awareness which is especially significant in

the Fast Fashion industry: Zara could generate new products in two (2) weeks; H&M in eight (8)

weeks; and Forever 21 in six (6) weeks.

As mentioned by McKinsey (2016), the industry accounts for a big portion of the world’s

economies, with a worth of over $2.5T and including over 75 million people from different

nations. The fashion industry has experienced breathtaking development throughout recent years,

as apparel creation expanded between the years of 2000 and 2014. While the fashion industry is

excelling, expanding has been considered into the noteworthy scope of negative ecological

effects that the business is liable for. Fashion manufacturing accounts for around 10% of carbon

emissions, and further pollutes and dries up rivers and streams. 60% of resources utilized by the

fashion sector are created with plastic and 20% of wastewater pollution in the world comes from

the fashion sector.

9
2.3 Green Marketing Strategy

Environmental conservation has become a major issue all around the world. It is a result

of the current environmental problems across the globe. The basic concept of green marketing

arose from a point of anguish caused by ecological imbalance. Bisoyi (2018) stated that green

marketing involves a variety of research that aim to develop, adapt, and transform products. This

involves modifications in the supply chain processes to raise consumer awareness about the

environment. Environmental conservation has resulted in a shift in consumer preference for

eco-friendly products over conventional products (Bisoyi, 2018). Although with that being said,

lack of knowledge on eco-friendly items and clients' green buying intentions still is a stumbling

obstacle in the development of green product marketing strategies (Aman et al., 2012).

All marketing strategies meant to encourage environmentally friendly behavior among

consumers are referred to as "green marketing." According to Polonsky (2011), green marketing,

which is still a developing concept, is defined as an endeavor of businesses to design, advertise,

sell, and allocate products in a way that fosters environmental safety. Kumar-Ranjan and

Kushwaha (2017) states that green marketing refers to all marketing actions carried out by

businesses that have a good environmental impact. It aims to replace present demands and wants

with those that possess the least amount of negative environmental impacts. According to

Leonidou et al. (2013), green marketing is defined as a set of marketing processes utilized to

fulfill a business’ economic and tactical goals while decreasing its harmful effects on the

environment.

The stated end goal of green marketing is to satisfy consumers with green products that

maximize environmental efficiencies, to manage products that are sustainable during and after

use, and to prioritize the adoption of operating operations that solve environmental challenges

10
(Liu et al., 2012). Overall, green marketing benefits firms in the long run by helping them to

raise profit sustainability, get a competitive advantage over competitors who do not incorporate

green efforts, build tighter relationships with customers, and improve brand reputation in the

community (Durmaz & Yasar, 2016).

2.3.1 Evolution of Green Marketing

​It has been observed that green marketing has significantly evolved throughout multiple

generations to reach its current meaning (Peattie, 2001). Green marketing has its origins in the

early 1970s, when it was initially offered to the public as "ecological marketing." According to

Laheri et al. (2014), all marketing operations throughout this time period are focused on

addressing and giving solutions to specific environmental issues such as pollution and resource

depletion. Furthermore, only front-line polluters were the focus of the public's attention

(Papadas, et al., 2017). In this day and age, the government might consider ecological marketing

as a sort of environmental activist reaction (Zampese et al., 2016). Ecological marketing, on the

other hand, has had poor consequences since only the businesses that do the most environmental

harm and only enterprises with strong environmental ideals have complied.

The second era of green marketing started in the 1980s, when the term "ecological

marketing" was coined. Marketing actions at this age, according to Eneizan et al. (2016), focus

on pushing clean technology and creative goods that can address environmental challenges. All

industries in the corporate world are at the center of attention, not only front-line polluters.

Furthermore, it acknowledged the majority of environmental difficulties by bringing together all

environmental, social, and economic issues (Peattie, 2001). Environmental marketing has

produced greater results than in the past, but the influence has faded with time since customers'

11
environmental concerns do not reflect their purchasing behavior, and businesses regard turning

green as a cost issue that reduces profits (Eneizan et al., 2016; Vaitone & Skackauskiene, 2019).

The third era of green marketing, also known to be the present age of green marketing,

was established to the globe in the late 1990s and early 2000s as "sustainable marketing."

According to Hunt (2011), marketing operations at this age are focused on fostering sustainable

economic growth, in which consumers' wants are addressed without jeopardizing future

generations' capacity to satisfy their own. This period focuses on specific product requirements

and is gaining significant traction across sectors. There are three issues, however, that are

limiting the influence of sustainable marketing. Future-proofing, equality, and a focus on needs

are the three issues (Peattie, 2001). The ability of businesses to meet the requirements of present

and future generations with their products and services is referred to as the futurity issue. The

distribution of equitable costs and benefits across the economy is referred to as the equity

dilemma. Finally, the emphasis on the need encourages companies to produce goods that address

national requirements rather than desires. Green marketing, on the other hand, is still growing

today, and the idea of a new era is gaining traction.

2.3.2 Green Marketing Mix

Since the 1960s, the term marketing mix, often known as the four Ps, has been in usage.

It was first used by Edmund Jerome McCarthy. However, it was Neil Borden, in his acceptance

speech as president of the American Marketing Association, who first popularized the term. To

express the idea that a marketing manager's role is to "mix the ingredients," the term "mix the

ingredients" was invented (Marusic, 2019). The main definition of a marketing mix includes a

large number of aspects, such as price, setting, packaging, delivery, and more. Gopal (2013)

12
claimed that a marketing mix is the key policy for marketers to recognize customer needs,

identify market behavior, and understand the competition. The green marketing mix, just like the

traditional marketing mix, includes a green product, a green price, a green location, and a green

promotion. The primary distinction of a green marketing mix and a traditional marketing mix is

that the latter is mainly focused on profitability, while the first is concerned with the safety of the

planet and its inhabitants. The Green Marketing Mix consists of the 4 green Ps: product,

promotion, location, and price (Tan & Lau, 2014; Awan & Wamiq, 2016). According to Awad

(2011), green marketing entails balancing customer requirements and wants with environmental

preservation. Green marketing uses the four marketing mix elements to promote goods that

minimize waste, boost energy efficiency, and reduce hazardous emissions. Since this research

emphasizes on the industry of fast fashion, only the 4P’s of green marketing mix will be

reviewed in the following sections.

2.3.2.1 Green Product

If a product's fabrication and production process are environmentally safe and less

detrimental to natural resources, it may be labeled as "green." It is self-evident that every factory

and business is affected by climate change. During the manufacturing process, businesses are

responsible for controlling and eliminating pollution (Hayat et al., 2019)

According to Ishaswini (2011), a certain product could only be considered green only if it

fits the needs during the production process. A green product should be eco-friendly, does not

cause or produce less harm, and has a sustainable objective of protecting the environment and its

inhabitants. Green products are the main focus of a marketing mix that makes use of nontoxic

materials during the production phase (Fan and Zeng, 2011). The main characteristics of a green

13
product include the following: usage of recycled materials, usage of environmentally responsible

packaging, incorporation of reusable features in the product, and conservation of energy and

resources in the production process (Chaudhary et al., 2011).

The production and selling of green products have a greater chance of being sold when

consumers know how their purchase of green products affects and benefits the environment.

According to Priti (2021), green products affect the price, quality and performance of the item

being sold which as well will increase consumer value and consumer consumption. Going green

means trying to enhance the current state of the surroundings which in return satisfies the

consumers due to the good that is being done.

2.3.2.2 Green Price

According to Martin and Schouten (2012) green price is enforcing a special price for a

product due to the consideration of environmental and economical costs. Many consumers see

green products to be of more value compared to regular products due to the benefits it brings to

the environment. Green prices are said to make use of how consumers think in relation to the

market of green products (Ahammad, 2012). Moreover, consumers are most likely willing to

spend more considering that the products they are buying are green or sustainable.

Countless firms and businesses make use of green marketing in order for them to tackle

cost or profit related issues altogether through the pricing of their green products. Green

marketing utilization across businesses leads to the increase in price of their products. Many

consumers across the globe may be price sensitive and may favor purchasing products for a

logical price (Priti, 2021). Although businesses that reduce the use of harmful waste and reduce

the use of environmentally harmful products will be able to cut back on spending and will incur

14
more profit. According to Polonsky (n.d.), when businesses try to reduce their waste, businesses

are demanded to reevaluate their production process. Doing so develops a more effective

production process that reduces waste and at the same time reduces their cost for unnecessary

spending for raw materials.

2.3.2.3 Green Promotion

Green promotion is a marketing strategy wherein a business showcases their efforts in

terms of caring for the environment by going green. According to a study by Basha (2015) green

promotion is a form of advertising where the company’s focus is positioned on introducing their

green products to their customers and how their products can benefit the environment. Choosing

of promotion partners, promotional messages and promotion materials are all part of the green

promotion process (Bhalerao and Deshmukh, 2015). Green promotion comes off as a better and

more viable option for consumers when purchasing products when compared to competitors that

use the common way of promotion.

When promoting green products, companies must promote aggressively and illustrate the

benefits of buying green products to consumers. Many companies have been getting involved

into green production and green marketing however, still struggle to promote and market it due

to green marketing being a new and unfamiliar concept in business (Priti, 2021). Before

commencing on environmental promotion, businesses must identify and consider what their

target market perceives green marketing to be and to see if people understand the essence of

green products.

According to Polonsky & Rosenberger (n.d.), businesses that wish to embark on green

promotion have to communicate substantive environmental information to their consumers. The

15
goal of green promotion is to send a clear message to their consumers and must also be careful to

not over claim. Doing so may give consumers the wrong impression of the business’s way of

green promotion and perceive it to be greenwash and may boycott products from the business.

2.3.2.4 Green Place

Green place or otherwise known as green distribution, is the process whereby products

from the supply chain are sent out and delivered to the consumers in a much more

ecological-friendly manner. This is a process that aims to mitigate the bad environmental effects

from the transportation of goods/products, and other stages in relation to the distribution process

(Mwaura et al, 2016). The distribution of products determine whether or not products are sent

out and received by each consumer. It also shows and decides the overall profitability of the

business. Mwaura et al. (2016) also mentions that due to the many calls and high demand from

ecological groups, political parties, and common folk to put more importance in protecting the

environment, countless individuals have encouraged businesses to make use of strategies that

would reduce their environmental footprint and help preserve nature. Some of these practices

include utilization of more efficient vehicles and transportation methods, reduction of usage of

plastics, and optimizing routes and delivery systems. Green distribution mainly aims to help

reduce climate change and not hinder the daily processes of businesses at the same time.

Furthermore it was shown that companies that utilize green distribution methods gained

significant increase in net profits and have become more popular in the market. It was also

revealed that green distribution has a great impact on a business’s competitiveness, efficiency,

and cost reduction (Mwaura et al., 2016).

16
2.3.3 Other Green Marketing Strategies

2.3.3.1 Green Advertising

One of the promotional strategies that showcases a product's environmental benefits is

green advertising. Green advertising aims to improve a company's image by promoting

sustainable consumption and lifestyle (D'souza et al., 2007). Green advertising, according to Kao

and Du (2020), refers to presenting a product as being helpful for the environment, particularly

in terms of maintaining and repairing it. It also indicates that the product does not produce

garbage or other dangerous items that might affect the environment. One that is beneficial to the

environment, particularly in terms of conserving and repairing it, and also signifies that the

product does not produce garbage or other hazardous things that can harm the environment.

Green advertising, according to studies, gives businesses a competitive advantage by allowing

them to capitalize on the public's growing demand for non-harmful products. It also allows them

to be seen in a better light, allowing their products to be much more well-known, have a better

public image, and raise public awareness (Kao & Du, 2020; Maziriri, 2020).

2.3.3.2 Green Branding

Green branding, according to Rahbar and Wahid (2011), is a promotional tactic used by

firms to set themselves apart from their non-green competitors. It is a marketing strategy in

which companies promote their products or services as completely safe for the environment to

captivate customers. According to Sakar (2012), green branding helps businesses and their goods

to be perceived as useful and going above and beyond to benefit the environment. Green

branding, according to the study, may improve company image and awareness, particularly

17
among individuals who are concerned about the environment. According to the findings of Sakar

(2012), firms and enterprises who used green branding in their goods, services, and processes

were significantly more well-received by the general public than their rivals, and they also saw a

large boost in total net worth and profit. According to the researcher, organizations who adopted

green branding are considerably more likely to flourish in the future since they have already

implemented sustainable business methods.

2.3.3.3 Green Packaging

Packaging is one of the most significant aspects of a product that must be sustainable in

order to achieve the green standards. A packaging that fits the characteristics of being effective,

efficient, cyclic, and safe can be deemed green (Dangelico & Vocalelli, 2017). This means that

green packaging must be constructed of recyclable and renewable materials, designed to

efficiently utilize materials throughout the product life cycle, and non-polluting after disposal.

Green packaging, according to Khan et al. (2016), may also refer to reducing the size and weight

of a package while employing ecologically friendly materials.

2.3.3.4 Green Labelling

According to Lee and Huang (2011) and Herbes et al. (2019), eco-labelling is a basic

approach used by companies to inform and communicate the green information and green

qualities of a product to the consumer. Green labeling is used to increase customer demand for

green products and promote green consumerism (Rahbar & Wahid, 2011). The study's findings,

18
however, revealed that green labeling has no effect on customer loyalty. Green labeling, on the

other hand, is a tool for businesses to convey their green efforts to customers.

2.3.4 Levels of Green Marketing Strategy

The four (4) levels of green marketing strategy are lean green, defensive green, shaded

green, and extreme green (Ginsberg & Bloom, 2004). Lean green involves the utilization of

green product; defensive green involves the utilization of green product and green promotion;

shaded green involves the utilization of green product, green promotion, and green price; and

extreme green involves the utilization of green product, green promotion, green price, and green

place. In order to meet the ecological demands of consumers, it was mentioned that firms must

incorporate the appropriate level of green marketing strategy within their operations.

19
Figure 1

Levels of Green Marketing Strategy

Note. From Ginsberg, J., Bloom, P. (2004). Choosing the right green marketing strategy. MIT

Sloan Management Review, 46, 79-84. https://www.researchgate.net/publication/40967806

The figure above exhibits the substantiality and differentiability of the different levels of

green marketing strategy (Ginsberg & Bloom, 2004). This allows firms to determine which of

the strategies must be adopted in order to achieve a market advantage. Firms that utilize lean

green practices are likely doubtful regarding advertising their green efforts due to the possibility

of being kept with higher expectations. Moreover, the use of defensive green practices aims to

gain a positive brand image and an edge over competitors as it focuses primarily on green

methods that respond to situations that require critical attention such as issues and initiatives

done by other companies. Meanwhile, the utilization of shaded green practices mainly involves

long-term methods and courses of action wherein commitment and financial resources are

necessary—allowing companies to give rise to both tangible and environmental benefits. Lastly,

firms that utilize extreme green practices fully adopt all green methods and strategies within their

20
supply chain processes in order to pay close attention to integrative philosophies and principles

towards the environment.

2.3.5 Green Marketing and Firm Performance

Azizi (2009) claimed that the adoption of green marketing strategies could have either a

positive or negative impact on the general performance of businesses. Firm performance could

be based on financial and operational benefits gained from the adopted strategies. Green

marketing presents more opportunities for business development and the growth of the concern

of consumers for the environment as it is seen to hold promising impacts on the health of both

the people and the surroundings. This sort of marketing includes every section of a company's

operations, from packaging to public relations. According to Fraj et al. (2011), green marketing

strategies have held a positive and significant impact on the financial performance of firms in

Europe. It was seen that these methods improved the overall efficiency of the firms and reduced

operational expenditures, allowing them to maximize profitability. Amongst various industries,

several studies have also discovered that green marketing strategies hold a positive impact on the

financial and non-financial performance of businesses (Memon et al., 2019; Wu & Lin, 2014;

Afande, 2015; Hasan & Ali, 2015). This includes boosted product quality, brand image, customer

satisfaction, and more.

Furthermore, Eneizan et al. (2019) stated that only some green practices have a beneficial

influence on total business performance, while others have a detrimental impact. Green pricing,

promotion, and people, on the other hand, have a detrimental impact on the success of

businesses. As a result, not all green initiatives may be turned into advantages. The rise in

investment, operating costs, and training costs necessary in operation might be the causes for this

21
(Afande, 2015). Thus, it is recommended for marketers to gain a better understanding of the

preferences of the target market prior to implementing green strategies.

2.4 Green Purchasing Behavior

Consumers are more aware of their product and service usage than they have ever been.

With increased awareness of environmental issues and climate change, green shopping has

become increasingly popular (Chaudhary & Bisai, 2018). Green consumers are often

significantly more knowledgeable about the products or services they desire, and with the advent

of the internet, information is easily available to everybody. Consumers are prone to determining

which products or services offer the most value for their money. One of the aspects that might

influence market purchasing behavior is the product or service's "greenness," which refers to the

product or service's environmental friendliness (Jaiswal & Kant, 2018). Green purchasing

behavior, according to Chaudhary & Bisai (2018), is the purchasing behavior of customers that

place a higher value on items that have a green label or provide environmental advantages. This

shows that people consider green items to be more desirable purchases. They are more inclined

to buy them since they have this inherent added value. According to Chan & Lau (2008), the

transition of green purchasing intention into actual behavior and action is seen to be more

applicable in the American sample. The cross-group variances are usually associated with

cultural differences in environmental development, and would further give government officials

and green marketers helpful information in developing their strategies. Yadav & Pathak (2017)

mentioned that individual green consumption can be an important tactic to mitigate the negative

impacts of production on the environment. There has been a lack of study on green consumer

22
behavior in emerging countries. Therefore the recent study showed the effectiveness and

relevance of TPB in trends and customer' intentions and behaviors regarding green product

purchases in the Indian context. The most significant element of customers' green purchasing

intention was their attitude toward green products, followed by perceived behavioral control and

subjective norm.

2.4.1 Green Purchasing Intent

Green purchasing intent, according to Naalchi (2019), refers to a person's desire to buy a

product due to its environmentally friendly features. Purchasing intent is linked to consumer

green purchasing behavior, although green purchasing intent refers to a consumer's intention to

buy rather than their actual purchasing activity. Several internal and environmental elements can

influence a consumer's purpose. When it comes to green purchasing intent, once a customer is

aware of a product's environmental advantages, they are more likely to consider it in their

purchase. In addition, according to Naalchi (2019), green purchase intent impacts market green

purchasing behavior. Morwitz (2014), on the other hand, says that green purchasing intention is

connected to green purchasing behavior, it doesn’t mean that it can also relate with customers’

actual purchasing activity. According to Shrestha (2018), an analysis of the factors indicating the

significance of environmental belief shows that it has a positive and substantial influence on

consumers' purchase intentions. Moreover, green packaging greatly enhances green marketing, as

it has a great influence on customer’s buying intent. Green packaging makes it less difficult for

consumers to differentiate green and non-green items. Customers also favored items packaged in

a green medium to those packaged in standard materials.

23
2.4.2 Green Purchasing Behavior Induced by Environmental Concern

One of the primary motivators for green buying habits is the present state of the

environment. People are much more cautious about their purchases since pollution from

man-made products has caused so much damage to the environment. According to Joshi &

Rahman (2015), environmental concerns and the consequences of nature's devastation have

caused a shift in customer purchasing behavior. Consumers use the information provided to

determine if the products offered to them are environmentally friendly. Green shopping habits

would also appeal to consumers as a way to help the environment. As mentioned by Yue et al.

(2020), customers prefer to purchase green items after considering their environmental

obligations and concerns. Consequently, businesses that educate customers about their

environmental obligations see an increase in green consumption.

2.4.3 Green Purchasing Behavior on Socio-Demographic Variables

Green purchasing behavior has been studied in the past using a variety of factors and

ideas. Some of these research were primarily concerned with the association between green

shopping behavior and socioeconomic factors (Witek & Kuzniar, 2020; Migheli, 2020). Gender,

age, education level, personal financial status, and the quantity of children at home were all

factors in the study of Witek & Kuzniar (2020). To begin, 650 Polish customers were given a

survey to fill out in order to gather information. All of the characteristics above hold a substantial

impact on green purchasing behavior, according to the researchers’ findings. Furthermore, it was

shown that women have more chances to choose and purchase green products. The dependent

variable is positively associated with variables such as educational degree and personal financial

position.

24
 Another study looked at how gender and parenting influenced green shopping decisions

(Migheli, 2020). The findings from the Worldbank data were then run through the Probit

regression model. The findings reveal that having children reduces the chance of purchasing

environmentally friendly items. Furthermore, ladies were shown to be more inclined than males

to purchase green items. Males' green shopping behavior, on the other hand, is favorably changed

when they have children.

2.4.4 Green Purchasing Behavior on the Theory of Planned Behavior and Norm Activation

Model

The most popular pair of theories utilized in studies on green purchasing behavior was

the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) (Yadav &

Pathak, 2017; Hamzah & Tanwir, 2020; Naz et al., 2020; Rausch & Koppin, 2020; Amoako,

Dzogbenuku, & Abubakari, 2020; and Xu, Wang, & Yu, 2019). The TPB's green buying attitude,

perceived behavioral control, and subjective norms were used in these studies. Perceived green

value, environmental concern, and environmental responsibility, on the other hand, were all

included in the NAM's parameters. PLS-SEM (Hamzah & Tanwir, 2020; Rausch & Koppin,

2020; Amoako, Dzogbenuku, & Abubakari, 2020) and exploratory factor analysis (Hamzah &

Tanwir, 2020; Rausch & Koppin, 2020) were the sole statistical methods utilized between these

studies (Yadav & Pathak, 2017; Naz et al., 2020; and Xu, Wang, & Yu, 2019).

According to the results, there is a tiny but significant positive link between green

purchasing behavior and green buying behavior (Yadav & Pathak, 2017; Rausch & Koppin,

2020; Amoako, Dzogbenuku, & Abubakari, 2020). These two variables, on the other hand, have

been demonstrated in certain studies to have no impact (Hamzah & Tanwir, 2020; Naz et al.,

25
2020; and Xu, Wang, & Yu, 2019). Green marketing practice has been linked to a positive

perception of behavioral control in studies (Yadav & Pathak, 2017; Hamzah & Tanwir, 2020; and

Xu, Wang, & Yu, 2019). Finally, it has been shown that GPB is slightly influenced by subjective

norms (Yadav & Pathak, 2017; Xu, Wang, & Yu, 2019). Furthermore, a number of studies that

looked at the relationship between the two variables came up with negligible conclusions

(Hamzah & Tanwir, 2020; and Rausch & Koppin, 2020). A substantial positive relationship has

been created amongst perceived green value and green purchase behavior in the NAM for a

number of years (Hamzah & Tanwir, 2020; Naz et al., 2020; Ahmed et al., 2020; and Xu, Wang,

& Yu, 2019). There is a significant positive relationship among the dependent variable and

environmental concerns, according to certain studies (Rausch & Koppin, 2020; Ahmed et al.,

2020; and Xu, Wang, & Yu, 2019). The difference between the two, according to some research,

isn't that significant (Hamzah & Tanwir, 2020; and Naz et al., 2020). Finally, all studies reveal a

strong correlation among environmental stewardship and green shopping behavior (Hamzah &

Tanwir, 2020; Naz et al., 2020; Ahmed et al., 2020).

26
2.4.4.1 Theory of Planned Behavior

Figure 2

Theory of Planned Behavior

Note. From Yadav, R. & Pathak, G. (2017). Determinants of Consumers' Green Purchase

Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior.

Ecological Economics, 134, 114-122. http://dx.doi.org/10.1016/j.ecolecon.2016.12.019

According to Yadav & Pathak (2017), Icek Ajzen proposed the notion of planned conduct

in the year 1985. According to the TPB model, human conduct is impacted by three kinds of

beliefs: behavioral beliefs, normative beliefs, and control beliefs, all of which lead towards

certain outcomes such as attitude toward behavior, subjective norm, and perceived behavioral

control. The creation of behavioral intention is influenced by a mix of attitudes towards the

27
behavior, subjective norms, and perceived behavioral control. According to Kamalanon et al.

(2022), Ajzen's theory of planned behavior or also known as “TPB” explains that attitude,

subjective norms, and perceived behavioral control have an influence on our intentions to act.

When it comes to making decisions, TPB emphasizes the relevance of an individual's innate

personality and character. In the study of consumer behavior, the Theory of Planned Behavior is

the most commonly used theory to investigate customers' green purchasing behaviors. (Khan et

al., 2022). There are three antecedent variables in the TPB's theoretical mode as mentioned

previously. Namely they are: attitude, subjective norms, and perceived behavioral control. There

is also one mediator variable which is behavioral attention, and one outcome variable which is

behavior (Khan et al., 2022). The independent variables of green product purchase intention

would mainly include attitudes toward green products, subjective norms, and perceived

consumer effectiveness.

28
2.4.4.2 Norm Activation Model

Figure 3

Norm Activation Model

Note. From Octav-Ionut, Macovei. (2015). Determinants of Consumers' Pro-Environmental

Behavior – Toward an Integrated Model. Journal of Danubian Studies and Research. 5. 261-275.

https://www.researchgate.net/publication/284015065_Determinants_of_Consumers%27_Pro-En

vironmental_Behavior_-_Toward_an_Integrated_Model

According to Van Der Werff & Steg (2015), the Norm Activation Model or also known as

the “NAM” is one of the most popular theories for describing how and which normative

elements influence environmental behavior. The NAM predicts behavior best when all variables

are measured at equal levels of specificness which supports the compatibility principle.

However, because behavior-specific conceptualizations of the NAM variables only predict the

29
behavior being researched and not other related behaviors, such approaches limit the NAM's

predictive ability. Individuals are more likely to engage in ecologically acceptable activities if

they take personal responsibility for environmental protection and are aware of the consequences

of their actions (Vaskee et al, 2015). According to Octav-Ionut (2015), on average, there are four

situations that trigger the Norm Activation Process, namely: Awareness of need, Situational

Responsibility, Efficacy and Ability. The remaining two (2) as seen on the figure above are

considered to be personality trait factors. These consist of: Awareness of Consequences and

Denial of Responsibility.

2.5 Green Marketing Efforts of Fast Fashion Firms

According to Holgate (2019), Zara showcases a few of its biggest green efforts, such as political

programs, the integration of social and environmental sustainability, as well as product health

and safety, under the catchphrase 'Working towards sustainability.' 'Join Life' products are

manufactured with methods and resources that assist to mitigate environmental impact. At its end

life, its packaging, hangers, and alarms are then recycled. Customer bags are currently created

completely from recycled paper. By the year 2023, the customers are aimed to no longer be

provided any single-use plastics. Nowadays, its retail shops have been enhanced to prioritize the

efficiency of energy and water, and zara.com's servers also run on sustainable energy. By the

year 2022, Zara aims to have all of the energy in its departments and retail stores come from

renewable energy sources.

According to DeAcetis (2021), H&M has a sustainability lab wherein it examines new

methods and materials that could be utilized within its production processes, before applying it to

the overall inventory of the firm. Furthermore, the company started using elements like melted

30
recycled glass that does not contain color pigments, as well as Bloom™, foam generated

partially with algae biomass and is used to produce sandals. Sustainable and innovative materials

made from food crop waste such as Agraloop™ and Biofibre™ could also be found in certain

garments. In addition, in 2020, the firm launched a clothing recycling machine called Looop,

which works by taking old pieces of clothing and recycling them into new garments. Innovation

has been very apparent within the company’s efforts, with this concept being applied through the

launch of the H&M Looop Island in Nintendo’s Animal Crossing: New Horizons game in 2021.

Through this, players could go around a sustainable-themed island and recycle their virtual

clothes into new ones. By the year 2030, H&M aims to utilize 100% recycled and sustainable

materials in the manufacturing process of its products.

According to Neil (2021), the year 2019 marked the start of the gradual phase-out of

single-use plastic in Uniqlo retail stores. Plastic shopping bags have gradually been phased out in

favor of more ecologically friendly paper bags since September of that year. Uniqlo began

charging for paper bags in all of its shops in Japan in September 2020, after 70 percent of

consumers declined shopping bags. To make recycling easier, the business began combining

packaging materials used in product transportation in 2020. From 2021, the firm will introduce

zones for separating recyclables, collecting, and processing at certain stores to further recycle

packaging materials and trash from the transportation of goods. One of their main objectives is to

achieve carbon neutrality by 2050. This also includes reducing their carbon emissions by 20% in

the year 2030.

31
2.6 Impacts of Green Marketing Strategy on Consumer Purchasing Behavior

2.6.1 Positive Impact of Green Marketing Strategy on Consumer Purchasing Behavior

Findings of existing studies have provided evidence that reveal the positive effects of

green marketing strategies on the buying behavior of consumers. Juwaheer et al. (2012) and

Shrestha (2018) both asserted that businesses that have utilized green marketing strategies,

namely: (a) environmental awareness, (b) green branding, (c) green packaging, (d) green

labelling, and (e) green advertisement, have successfully gained a positive brand reputation. With

this, consumers were seen to be more enticed towards the products and services of these

businesses because of their employed green marketing strategies—having a huge effect on their

purchasing behavior. Moreover, it was also revealed that the realization of the consumers’ duty

to preserve the environment has the greatest influence on their purchasing behavior. Aside from

this, it was also discovered that the pricing strategies of businesses also greatly influence the

purchasing behavior of consumers.

According to Govender and Govender (2016), green marketing strategies were found to

contribute to the environmental awareness of consumers as well as their purchasing behavior in

South Africa. Consumers in this area were also seen to be more attracted to brands that have

adopted sustainable methods within their operations as their goods are believed to be

eco-friendly. Similarly, product pricing also had a huge impact on their buying behavior despite

the prevailing circumstances.

Eco-branding, eco-labelling, and environmental advertisement also hold a positive

change and impact on the consumer buying behavior in Tehran City (Delafrooz et al., 2014). Out

of all the factors, it was observed that advertisements held the greatest influence on consumer

buying behavior, while eco-branding had the least. Despite having a substantial influence on the

32
purchasing behavior of individuals, limitations were still seen among these green marketing

strategies as external factors like individual environmental awareness as well as the credibility of

these tools were also taken into consideration.

In contrast to the previous studies, Deepika (2017) reported that regardless of product

pricing, consumers are still inclined to buy green goods as these are up-to-par with their

standards regarding the green marketing mix. The study showed that green products and

marketing strategies could not only boost environmental awareness among consumers, but also

preserve natural resources through the utilization of sustainable methods. Consequently, it was

suggested that businesses could improve their brand image and recognition by adopting green

methods and marketing strategies within their supply chains as these were found to significantly

influence consumer purchasing behavior.

Similarly, Shabbir et al. (2020) mentioned that green marketing strategies hold a great

influence on the purchasing behavior of consumers in the UAE. It was found that these

consumers would also be willing to purchase products from businesses that have adopted green

marketing strategies regardless of pricing since it is perceived as a contribution to environmental

protection. With this, it was also suggested that businesses could make effective use of these

findings in order to enhance their existing green marketing tools and further raise product value.

According to Nazida (2019), the adoption of green marketing tools such as recycling

activities, environmental campaigns, and more, could be utilized by businesses to bring more

attention to environmentally friendly products. The study shows that these green marketing

strategies hold a significant influence on consumer purchasing behavior—resulting in a greater

inclination and positive perception towards green products. Specifically, it was found that

environmental campaigns had the most substantial influence on consumer buying behavior,

33
while product labelling had the least. Overall, although it was suggested that consumers prefer

green products over traditional products, this does not stop them from purchasing the latter.

In addition, Solihin et al. (2019) mentioned that the influence on consumer buying

behavior could be greater with perceived value. While it was revealed that consumer buying

behavior is substantially motivated by green marketing tools, this could be maximized by further

developing products and strategies to improve product value and consumer perception.

Additionally, maintaining affordability among sustainable products could also potentially

stimulate the purchasing behavior of consumers.

Mantiaha (2016) supports these claims by suggesting that green marketing techniques

hold a great influence on consumer buying behavior, although businesses must also ensure the

enhancement of the quality of their green products. Through the proper and simultaneous

execution of these methods, brands will be able to maximize its influence on consumer

purchasing behavior. Consequently, there is a great potential for consumer perception to improve

and further strengthen brand image.

Correspondingly, Pinto (2017) suggested that green marketing tools such as: (a)

environmental awareness, (b) green price, (c) green product features, and (d) green promotion

also hold a positive effect on consumer buying behavior. Moreover, several other factors must

still be taken into account by businesses to not only boost profitability, but also fully support the

environmental cause. The findings of the study revealed that the packaging and transportation

must also be revamped—with the adoption of eco-friendly vehicles and recycled packaging

materials as examples. In addition, expanding the range of green goods is seen to allow firms to

ensure that their various market segments are considered.

34
2.6.2 Minimal to No Impact of Green Marketing Strategy on Consumer Purchasing Behavior

In contrast to the findings mentioned previously, it was also discovered that some studies

have revealed that green marketing strategies hold minimal to lacking influence on consumer

purchasing behavior. Green marketing techniques have insignificant impacts on the buying

behavior of consumers in Malaysia (Ismail et al., 2018). The study showed that although

environmental awareness had a great influence on consumer buying behavior, green labelling

and green branding did not. The findings showed that the minimal impact of these tools were

brought about by the lack of knowledge regarding green labelling and green branding of green

products, as well as the lack of customer satisfaction and trust. With this, it was suggested that

businesses prioritize educating consumers in order for them to gain a deeper understanding of

these tools. Furthermore, products must also be economically priced to potentially motivate the

buying decisions of consumers.

Similarly, it was also revealed that green marketing strategies do not significantly impact

the buying behavior of consumers in Indonesia (Chan et al., 2019). The impact of these strategies

were found to account for only a small percentage of consumer purchasing behavior while

miscellaneous factors were seen to have greater influence. It was suggested that although product

quality could be a more influential factor for consumer buying decisions, it could still be

maximized by enhancing and appropriately executing green marketing strategies to promote

environmental consciousness among consumers.

Although most consumers are seen to be more drawn towards businesses that have

adopted green marketing strategies, their purchasing decisions are not necessarily influenced by

these tools (Trivedi et al., 2018). The study showed that consumers are aware of the aims of

these tools, but still do not fully recognize its effect on their buying behavior towards green

35
products. Moreover, it was also mentioned that environmental awareness and concern do not

hold a substantial influence on consumer buying behavior.

According to Joshi & Rahman (2015), despite the rapid growth of businesses adopting

green marketing strategies within their operations and the willingness to buy green goods, this

does not always translate into definite buying activities of consumers. It was found that (a)

product characteristics, (b) subjective norms, and (c) environmental awareness were the most

significant influencing factors to consumer purchasing behavior. Meanwhile, the actual buying of

green products is hindered by (a) high costs, (b) scarcity, and (c) lack of consumer trust towards

these products.

Lastly, Bukhari (2011) reported that the purchasing behavior of consumers in Udhampur,

India are not at all influenced by green marketing tools utilized by businesses regardless of the

extent of environmental awareness. The study revealed that pricing plays a big role in consumer

buying behavior as affordability is seen to be an important factor in their buying decisions.

Additionally, product quality was found to be prioritized over other factors as this builds brand

image and credibility—resulting in brand trust and loyalty among consumers.

2.7 Synthesis

The rise of environmental issues have pushed businesses to adopt sustainable methods within

their supply chain processes to mitigate their impact on natural resources. With the growing

environmental concern and consciousness among consumers, various firms and industries have

been adopting green marketing strategies to attract potential buyers for their products and

services. In the fast fashion industry, firms like Zara, H&M, and Uniqlo have showcased their

own green marketing efforts within their supply chains to initiate a positive change and impact

36
on the environment (Holgate, 2019; DeAcetis, 2021; Yanai, 2021). The utilization of sustainable

processes and materials were observed from these fast fashion companies, along with the

different goals that they aim to achieve.

This phenomenon has given rise to multiple studies that have been carried out to examine and

gain more knowledge regarding the influence of green marketing strategies on consumer buying

behavior. Most studies included the green marketing mix variables, namely: green product, green

price, green distribution, green promotion; and other green marketing strategy variables, namely:

green branding, green labelling, green packaging, and green advertising. In addition, the data

gathered in these studies were analyzed through various statistical methods such as multiple

regression and correlation.

A multitude of studies reported that businesses that utilize green marketing strategies

could gain a competitive edge in their respective markets as it greatly boosts brand image and

reputation. The findings of research that emphasized on the 4 Ps of the green marketing mix

revealed that while green distribution and green promotion hold great impact on business

performance, green price holds a negative influence due to the increased costs of green goods.

However, a research done by Eneizan et al. (2019) revealed that green promotion could have a

harmful impact on business performance. These contradicting results could imply that other

factors such as strategy execution, target market, and more must also be taken into consideration

and examined further.

Furthermore, studies that focused on the effects of green marketing techniques on

consumer buying behavior have also been reviewed by the researchers. Most of these studies

showed that green marketing strategies hold a great influence on consumer purchasing behavior

towards green products (Juwaheer et al., 2012; Shrestha, 2018; Govender & Govender, 2016;

37
Delafrooz et al., 2014; Deepika, 2017; Shabbir et al., 2020; Nazida, 2019; Solihin et al., 2019;

Mantiaha, 2016; Pinto, 2017). However, studies by Ismail et. al (2018), Chan et al. (2019),

Trivedi et al. (2018), Joshi & Rahman (2015), and Bukhari (2011) found that green marketing

strategies have very minimal to lacking impact on consumer purchasing behavior. It was also

concluded that product pricing, quality, and trust are the primary hindrances of the potential

influences of green marketing strategies towards the buying decisions of consumers. Similarly,

these contrasting findings show that various influencing factors must be taken into account and

that the two variables must also be explored and assessed further.

38
2.8 Literature Map

Figure 4

Literature Map

39
 Figure 4 displays the literature map which exhibits the various studies and linkages

between the primary variables utilized in the study. It was found that many businesses and

industries in the market have adopted green marketing strategies within their supply chain

processes, including those within the industry of fast fashion. These practices involve the green

marketing mix, including: Green Product, Green Place, Green Promotion, and Green Place; as

well as other strategies like Green Advertising, Green Branding, Green Packaging, and Green

Labelling. It was observed that different combinations of these strategies are reflected in the

green marketing levels of Lean Green, Defensive Green, Shaded Green, and Extreme Green,

which firms could utilize to boost both their financial and non-financial performance.

In addition to firm performance, it was also found that green marketing strategies could

hold a potential influence on the green purchasing behavior of consumers. The positive and

minimal influences of green marketing strategies on the purchasing behavior of consumers were

also identified. It may be based on mediating factors such as consumers’ socio-demographics and

environmental concern, with actual purchasing behavior or actions originating from green

purchasing intent. Some theories related to green purchasing behavior were observed, namely:

Theory of Planned Behavior (TPB) and Norm Activation Model (NAM). Based on the TPB,

human conduct could be influenced by Behavioral and Normative beliefs, Subjective Norm, and

Perceived Behavioral Control. Lastly, the Norm Activation Model includes Situational

Responsibility, Awareness of need, Ability, and Efficacy, as situations that initiate the Norm

Activation Process. Denial of Responsibility as well as Awareness of Consequences were

considered to be personality trait factors.

40
2.9 Research Gap

It was observed that most studies examined green marketing strategies with the 4 Ps of

the green marketing mix, namely: (a) green product, (b) green price, (c) green promotion, and (d)

green distribution. In addition, none of the researches have fully assessed the influence of green

marketing strategies on the buying behavior of consumers within a particular industry,

specifically the fast fashion industry. With this, the researchers aim to utilize other variables such

as (a) green advertising, (b) green branding, (c) green packaging, and (d) green labelling in order

to analyze the impact of green marketing strategies employed by fast fashion labels on the

purchasing behavior of consumers and further bridge the identified research gaps.

41
 Chapter 3: Frameworks of the Study

3.1 Theoretical Framework

Figure 5

Influential Green Marketing Tools on Consumer Purchasing Intention

Note. From Shrestha, S. (2018). Analysis of Green Marketing Tools towards Consumer Purchase

Intention in Kathmandu. Journal of Business and Social Sciences Research, 1(1), 37-57.

DOI:10.3126/JBSSR.V1I1.20948

A study conducted by Shrestha (2018) applied the framework provided above to assess

the factors that affect green purchasing behavior. It focused on four green marketing variables:

42
green packaging, green branding, green advertising, and green labelling, as well as

environmental awareness as an additional factor to evaluate customer purchase behavior.

Furthermore, socio-demographic characteristics were included as mediating variables to explain

the association between the dependent and independent variables in this research.

Figure 6

Theory of Planned Behavior

Note. From Yadav, R. & Pathak, G. (2017). Determinants of Consumers' Green Purchase

Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior.

Ecological Economics, 134, 114-122. http://dx.doi.org/10.1016/j.ecolecon.2016.12.019

The framework provided above is based from Yadav and Pathak (2017) on the factors

that affect green buying behavior. Willingness to pay a premium and perceived value were both

regulated in the Theory of Planned Behavior Model as determinants regulating customers'

43
purchase intentions, which in sequence predicts their buying behavior. In addition, the

framework includes consumers' perspective on behavioral, normative, and control beliefs as

factors influencing their attitude, subjective norm, and perceived behavioral control, respectively.

3.2 Conceptual Framework

Figure 7

Conceptual Framework to measure the Impact of Green Marketing Strategy on Consumer

Purchasing Behavior towards Green Products

The study’s conceptual framework shown above includes Green Marketing Strategy as

the independent variable, based on the research conducted by Shrestha (2018). On the other

hand, Green Purchasing Behavior will be the dependent variable of this study as established from

the framework utilized by Yadav & Pathak (2017). Moreover, the study will also include

44
socio-demographic characteristics as the moderating variables to gain a better understanding of

the relationship between Green Marketing Strategy and Green Purchasing Behavior, as

accustomed by Shrestha (2018).

3.3 Operational Framework

Figure 8

Operational Framework to measure the Impact of Green Marketing Strategy on Consumer

Purchasing Behavior towards Green Products

The study’s operational framework exhibited above illustrates the detailed measurement

of the variables being researched upon. The independent variable will include the four (4) green

marketing strategies of Green Labelling, Green Packaging, Green Advertising and Green

Branding, as adapted from Shrestha (2018). Meanwhile, the dependent variable of the study, as

adapted from Yadav and Pathak (2017), will be Green Purchasing Behavior. Furthermore,

45
socio-demographic characteristics of the respondents such as School/University, Year Level,

Age, and Sex, will serve as the moderating variables in this study.

3.4 Hypotheses of the Study

The research is expected to function on the following hypotheses:

Ho1: Green Packaging has no significant effect on Green Purchasing Behavior.

Ha1: Green Packaging has a significant effect on Green Purchasing Behavior.

Ho2: Green Branding has no significant effect on Green Purchasing Behavior.

Ha2: Green Branding has a significant effect on Green Purchasing Behavior.

Ho3: Green Labelling has no significant effect on Green Purchasing Behavior.

Ha3: Green Labelling has a significant effect on Green Purchasing Behavior.

Ho4: Green Advertising has no significant effect on Green Purchasing Behavior.

Ha4: Green Advertising has a significant effect on Green Purchasing Behavior.

Ho5: Green Marketing Strategy has no significant effect on Green Purchasing Behavior.

Ha5: Green Marketing Strategy has a significant effect on Green Purchasing Behavior.

46
3.5 Assumptions

The study includes assumptions regarding both the primary variables of green marketing

strategy and green purchasing behavior. Green marketing strategies executed by firms such as

Green Packaging, Green Branding, Green Labelling, and Green Advertising, hold a positive and

significant influence on their brand image—allowing them to obtain a competitive market

advantage within the industry. With this, it is also assumed that Green Packaging, Green

Branding, Green Labelling, and Green Advertising have a positive and substantial impact on the

green buying behavior of consumers.

Additionally, it is assumed that the participants of this study would provide truthful and

appropriate responses to the prepared online survey questionnaires. The data gathered and

analyzed are also believed to accurately reflect the influence of green marketing strategies of fast

fashion brands on the buying behavior of consumers. However, as mentioned in the previous

sections of this study, the findings may only be applicable to the chosen population of select

college level students in Metro Manila.

3.6 Operational Definition of Terms

Table 1

Operational Definition of Terms

TERM DEFINITION

Green Advertising The effort of fast fashion firms to promote

sustainable consumption and lifestyle

47
 through advertisements.

Green Branding The effort of fast fashion firms to exhibit the

various differences between their green

products from non-green products.

Green Labelling The effort of fast fashion firms to provide

green information characteristics of products

through eco-labels.

Green Marketing Strategy A range of marketing activities utilized by

fast fashion firms to minimize the impact of

both their products and operations on the

environment.

Green Packaging The effort of fast fashion firms to reduce the

impact of their product packaging production

and disposal on the environment.

Green Purchasing Behavior The respondents’ actual purchasing behavior

and activities of green products from firms

within the fast fashion industry.

48
 Chapter 4: Methodology

4.1 Research Design

The proponents of this research utilized a quantitative explanatory research design to

determine the influence of green marketing strategies, namely: green advertising, green branding,

green labeling, and green packaging on the purchasing behavior of select college level students

in Metro Manila towards green fast fashion products. This design was chosen to obtain a better

knowledge of the link between the factors, which may then be utilized to forecast future

purchases in the same demographic. Furthermore, the researchers will be able to determine the

amount to which the independent variables have an influence on the dependent variable.

4.2 Research Locale

The proponents of this study chose to perform the study among selected college students

in Metro Manila. These college students come from various private and public universities

situated within Metro Manila, a region in the Philippines consisting of the cities of Manila, Las

Pinas, Paranaque, Muntinlupa, Makati, Taguig, Mandaluyong, Caloocan, Marikina, Quezon City,

San Juan, Pasig, Malabon, Pateros, Navotas, and Valenzuela. This was also deemed the most

convenient area for the researchers to gather data from as all four members of the group are

college level students in Metro Manila. Due to the limitations brought about by the ongoing

pandemic, the study will be conducted on the sample population solely through online survey

questionnaires in Google Forms.

49
4.3 Profile of Respondents

The researchers opted to administer online survey questionnaires to select college level

students in Metro Manila. The respondents of the study were undergraduate students who study

in private and public universities in Metro Manila, Philippines. Moreover, their ages ranged from

17 to 24 years old. The respondents with these specific demographics were contacted through

social media platforms such as Facebook, Instagram, and Messenger as this was deemed as the

most effective and efficient method to gather participants for this study.

4.4 Sampling Design

A sample population was used in order to gather data for the study. The researchers used

convenience sampling since it was deemed the most practical strategy due to the restrictions

brought about by the ongoing pandemic. Convenience sampling is a kind of non-probability

sampling that allows the researchers to collect data from respondents who are more accessible.

Bougie & Sekaran (2010) mentioned that for most studies, sample sizes higher than 30 and less

than 500 are sufficient. Additionally, according to Morgan & Wilson VanVoorhis (2007), the rule

of thumb for reasonable sample sizes of correlation and regression analyses is at least 50

participants. Meanwhile, Bujang et al. (2018) explained that while a minimum sample size of

500 will provide reliable results for a specific population, a sample size of 300 will show very

similar results. In consideration of these, the researchers chose a sample size of at least 300

college level students in Metro Manila in order to gather insightful data and results.

50
4.5 Method/s of Data Collection

In order to gather information for the study, both primary and secondary data were used.

Primary data will be collected through the distribution of online survey questionnaires generated

through Google Forms which will be distributed to at least 300 college level students in Metro

Manila. The online survey questionnaires were adapted from the study of Shrestha (2018) to

obtain a better understanding of the impact of the green marketing strategies utilized by fast

fashion labels on consumer purchasing behavior towards green apparel products, namely: Green

Packaging, Green Branding, Green Labelling, and Green Advertising. Moreover, the adapted

questionnaire was slightly modified to accurately fulfill the primary objectives of the study. In

addition, the secondary data were gathered from credible online publications, journals, and

libraries.

4.6 Research Instrument

The online survey questionnaire used to gather primary data shall be divided into four (4)

sections. The first two portions of the online survey will exhibit informed consent and data

privacy consent forms to ensure that the respondents are willing to participate in the study.

Additionally, the third section will require the respondents to fill in their personal information

with socio-demographic characteristics such as their respective school/university, year level, age

and sex as the moderating variables in the study. The fourth and last part of the questionnaire

will include a total of twelve (12) questions to fully assess the importance of green marketing

strategies to the respondents. This includes three (3) questions for each green marketing strategy,

namely: Green Labelling, Green Packaging, Green Branding, and Green Advertising. Moreover,

51
a 5-point likert scale will also be utilized in order to understand the responses of the participants

towards the variables. The respondents may decide to choose from the following options in the

measurement scale depending on how much they agree or disagree with the statements provided:

1 - Strongly Disagree, 2 - Disagree, 3 - Neutral, 4 - Agree, and 5 - Strongly Disagree.

In order to measure the internal reliability of the questionnaire and its contents, the team

conducted pre-test and post-test studies to determine Cronbach’s alpha. According to Taber

(2017), Cronbach’s alpha is one of the most significant and prevalent statistical tools in research

concerning the development and utilization of multiple-item instruments. The preliminary

survey, containing a total of twelve (12) questions, was distributed among a random sample of

ten (10) respondents on April 1, 2022 as a pre-test through Google Forms. The same instrument

was again distributed among the same participants as a post-test on April 8, 2022—one (1) week

after the initial collection of data.

Table 2

Cronbach’s alpha calculation (Pre-test)

52
Table 3

Cronbach’s alpha calculation (Post-test)

Table 2 and Table 3 above exhibits the Cronbach's alpha calculations for both pre-test and

post-test studies, respectively. It was revealed that Cronbach's alpha coefficient yielded a value of

.87 as a pre-test and .88 as a post-test through the analysis of data on the software program,

Microsoft Excel. Based on the aforementioned calculations, it is safe to conclude that the online

survey questionnaire maintains a high level of internal consistency and reliability—greatly

surpassing the standard reliability bound of .70 threshold.

Table 4

Online Survey Questionnaire

Personal Information Options

School/University __________________

Year Level ● 1st Year

● 2nd Year
● 3rd Year
● 4th Year
● Other…

Age ● 17
● 18

53
 ● 19
● 20
● 21
● 22
● 23
● 24
● Other…

Sex ● Male
● Female

Green Sentiment 1- Strongly disagree

Marketing 2-Disagree

Strategy 3-Neutral

(Shrestha,2018) 4-Agree

5-Strongly agree

Green Labelling Green labels are easy to recognize. 1 2 3 4 5

I find green labels very useful in 1 2 3 4 5

choosing a fast fashion product.

Green labels influence me to 1 2 3 4 5

purchase a fast fashion product.

Green Packaging Packaging helps me distinguish a 1 2 3 4 5

green fast fashion product.

I find eco-friendly packaging more 1 2 3 4 5

54
 appealing than non-eco friendly

packaging.

I prefer to buy fast fashion 1 2 3 4 5

products that use eco-friendly

packaging.

Green Branding I find green branded fast fashion 1 2 3 4 5

products reliable.

Green fast fashion products are 1 2 3 4 5

better than non-green fast fashion

products.

I feel fast fashion brands truly 1 2 3 4 5

satisfy the greening process.

Green Green advertising catches my 1 2 3 4 5

Advertising attention.

I enjoy watching advertisements 1 2 3 4 5

focusing on the fast fashion

product's environmental values

Attractive environmental 1 2 3 4 5

advertisements will encourage me

to buy green fast fashion products.

55
4.7 Method/s of Data Analysis

Once the data has been collected through the questionnaires on Google Forms, the

classical assumption test of Normality was done. Furthermore, Descriptive, Simple Linear

Regression, Multiple Linear Regression, Pearson’s Correlation Analysis, and Moderation

Analysis were performed as the statistical techniques for this study to process and analyze the

data. As mentioned previously, socio-demographic variables including School/University, Year

Level, Age, and Sex acted as the moderating variables in the study. This allowed the researchers

to further analyze the relationship between the dependent variable, Green Purchasing Behavior;

and the independent variables of Green Labelling, Green Packaging, Green Advertising, and

Green Branding. The statistical software, Jamovi, was utilized by the researchers for data

organization, calculation, and analysis to arrive at the results.

56
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