According to Alkhatib et al.

(2023), suggest that reinforcing brand values can improve brand reputation
and cultivate lasting brand loyalty. The research delves into consumer value of environmentally friendly
products, perceived value, brand recognition. Businesses can leverage these findings to gain a deeper
understanding of the importance of sustainable packaging and to make strategic choices for their brand.
The study looks at variables brand awareness, rating perceptions, and buyer value of environmentally
friendly items. The discoveries propose that businesses can upgrade and develop enduring brand
dependability by adjusting their values with supportability standards. The researcher focuses particularly
on buyer awareness, perception, and value related to green promoting practices within the
neighborhood setting of San Fernando, Pampanga. Whereas both studies investigate comparable topics,
they contrast in their scope and suggestions for businesses. The study provide broader experiences
appropriate over setting.

As per Khodeir and El Ghandour (2019), investigates the application of value management (VM)
methodologies practices. Their study highlights the effectiveness of the green methods in controlling
harmful causes to the environment. Additionally, sustainability has been shown to improve through
practices, particularly in appropriate performance. The results suggest the potential to significantly
impact the consumer value through the implementation of VM methods by the usage of the company.
The researcher investigate and to understand consumer behavior and value regarding green marketing
efforts in a specific geographic context in San Fernando Pampaga is focused on. Likely, the methods can
reach the value of the consumers to assess themselves to the green marketing.

In consonance with Burkert et al. (2023), green consumption values describe a consumer’s general
inclination toward valuing the conservation of the environment and aligning their consumption practices
Their research has shown that for products labeled as sustainable, people with high green consumption
values not only evaluate the environment tally friendly attributes of the product more positively but also
perceive attributes that are not environment tally friendly relatively more favorably through motivated
reasoning. The researcher focusing on the general tendency of consumers to value environmental
conservation and regulate their consumption practices, the study aim to explore how consumers in San
Fernando, Pampanga perceive awareness of and response to marketing efforts related to sustainability.
Hence, demonstrating that individuals with high green consumption values positively evaluate the
ecological attributes of products, can reach to explore how these values translate into consumer
behavior in local community context.

In recent times, there has been a notable increase in research studies that aim to elucidate the role of
individual values in predicting pro-environmental behaviors (Rahman and Reynolds, 2019). Their study
on green consumer behavior determine that individual green values have a significant impact on
consumers' environmentally friendly actions contend that consumers' consumption patterns reflect
their underlying values. It is believed that individuals with stronger green values are more likely to
prioritize the preservation of the natural environment and make eco-friendly purchases in order to
mitigate the environmental impact of consumerism. Similarly, found that individuals who hold stronger
green values are genuinely concerned about environmental sustainability and tend to prefer products
that have minimal harm to the environment. While argue that consumers' consumption patterns reflect
their underlying values highlight the preference of individuals with stronger green values for
environmentally friendly products, our study aims to explore how these principles manifest in the
context consumption of San Fernando, Pampanga (Shiel et al., 2020).
The focus on customer value proposed by González-Mansilla et al. (2019), emphasize the importance of
delivering value to customers in the hospitality sector, their study research explores the impact of green
marketing strategies on consumer perceptions and preferences regarding sustainability. Furthermore,
the study highlights the significance of value co-creation in understanding consumer behavior. The
researcher purpose to shed light on how consumers in San Fernando, Pampanga actively engage in
green marketing efforts and how perceived value propositions are integrated into these initiatives.

The organization's decision-making process is significantly influenced by the functional value of the
product. When the term "environmentally" is incorporated into product information, consumers
become more conscious and willing to pay a higher price for a product that does not harm society and
the environment (Kung, Wang, & Liang, 2021). Organizations can create green value by meeting
customers' environmental aspirations and needs, such as energy conservation and pollution reduction.
Perceived value plays a crucial role in customers' decision-making process, as it allows them to gain new
experiences and affects their willingness to pay. Therefore, the significance of a customer's social ideals
should not be underestimated. Social value refers to the impact of a product's use on society, including
its effect on reputation and social status. Customers use various products to enhance their image in
society, perceiving that their social standing adds value to the products (Yu & Lee, 2019). Consequently,
the value of a product positively influences purchasing intent (Hasbullah, Sulaiman, & Mas od, 2019).

According to Liao Wu and Pham (2020), the concept of green value encompasses the consumer's
perception of the value of green products. The intention to purchase and consume green products
serves as a significant indicator for evaluating green consumption behavior, as it reflects an individual's
willingness to buy a product based on its value (Al-Gasawneh & Al-Adamat, 2020). Extensive analysis of
various studies has revealed that the green value of a product plays a central role in influencing both
green purchase intention and green consumption behavior (Suki & Suki, 2019; Ahmed & Zhang, 2020;
Liao Wu and Pham, 2020). Compared with the results on the preferences and behavior of
environmentally conscious consumers. While identify environmentally conscious consumers as those
who particularly prefer environmentally friendly products, our study seeks to understand how
consumers in San Fernando, Pampanga perceive awareness and response to marketing efforts related to
sustainable development of environmentally friendly products, including their own evaluate products
based on environmental considerations (Song et al., 2019).

In line with Torkar and Bogner's (2019), investigation of the relationship between environmental values
and conservation highlights a significant positive correlation between altruistic values and nature
protection, and notes a significant positive correlation between altruistic values and nature protection
weak negative association with its use. The study focused on the connection between personal values
and environmental conservation, the researcher study sought to explore how consumers in San
Fernando, Pampanga perceive and respond to marketing efforts related to sustainability, including that
they evaluate products based on environmental considerations. Although their study specifically focused
on altruistic values, our study may reveal a broader range of values and motivations that influence
consumer behavior toward initiatives and green products.
As explained by Zanon et al. (2020), have highlighted the significance of perceived value in offering
customers a competitive edge and boosting their buying intentions. They have underscored that
customer satisfaction is heavily influenced by how customers perceive value, making it a critical factor in
building customer loyalty. They point out that customer satisfaction is greatly influenced by how they
perceive value. The study focusing on the broader implications of perceived value on customer
satisfaction and loyalty, the researcher investigates to explore how consumers in San Fernando,
Pampanga perceive and react to marketing efforts related to green methods.

Synthesis

Our research, titled "Consumer Awareness, Perception, and Value of Green Marketing in San Fernando,
Pampanga," explores the way local consumers perceive and engage with sustainability efforts and eco-
friendly products. Through an analysis of various research sources, we have discovered significant
insights that align with the objectives of our study. Alkhatib et al. (2023) highlight the significance of
reinforcing brand values and promoting environmentally friendly products, which resonates with our
focus on consumer perceptions of green marketing. Khodeir and El Ghandour's (2019) research
emphasizes the effectiveness of green methods, aligning with our goal of understanding the impact of
sustainability initiatives on consumer perceptions. Furthermore, the insights provided by Burkert et al.
(2023), Rahman and Reynolds (2019), and Zanon et al. (2020) offer valuable perspectives on consumer
values, behaviors, and perceptions regarding sustainability. By synthesizing these findings, our study
aims to provide a comprehensive understanding of how consumers in San Fernando, Pampanga
perceive and respond to green marketing efforts and sustainable products.