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).

Kung, M.-L., Wang, J.-H., & Liang, C. (2021). Impact of purchase preference, perceived value, and
marketing mix on purchase intention and willingness to pay for pork. Foods, 10(10), 2396.
https://doi.org/10.3390/foods10102396

Yu, S., & Lee, J. (2019). The effects of consumers' perceived values on intention to purchase upcycled
products. Sustainability, 11(4), 1034. https://doi.org/10.3390/su11041034

Hasbullah, N. N., Sulaiman, Z., & Mas' od, A. (2019). Factors affecting sustainable apparel consumption
in emerging countries: a systematic literature review. Preprints. https://doi.org/10.20944/preprints
201908.0015.v1

Compare with the insights provided by Kung, Wang, and Liang (2021), Yu and Lee (2019), Hasbullah,
Sulaiman, and Mas'od (2019) on the influence of functional, environmental values and society with
respect to consumption values decision-making process, our study, “Green Marketing: Consumer
Awareness, Perception, and Values Study in San Fernando, Pampanga,” provides a focused examination
of consumer attitudes Consumer attitudes and behavior towards green marketing initiatives in specific
regional contexts. While Kung et al Highlighting the influence of information about environmentally
friendly products on consumers' willingness to pay higher prices, our study aims to explore how
consumers in San Fernando, Pampanga perceive awareness of and response to marketing efforts related
to environmentally friendly products, including their sustainability. evaluate products based on
environmental considerations. Additionally, while Yu and Lee emphasize the role of social value in
enhancing consumers' perceived product value, our study seeks to understand social ideals and
concerns about How do environments combine to shape consumers' perceptions and their purchase
intentions within the local market context
In their study, Torkar and Bogner (2019) examined the connection between environmental values and
environmental conservation. They found that altruistic values showed a significant positive correlation
with the protection of nature, albeit a weak negative correlation with its utilization.

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. In contrast, our study, “Green Marketing: A Study of Consumer
Awareness, Perceptions, and Values in San Fernando, Pampanga,” focused on understanding consumer
attitudes and behaviors consumption towards green marketing initiatives in specific geographical
contexts. While Torkar and Bogner's study focused on the connection between personal values and
environmental conservation, our 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 in this particular area Through a combination of
qualitative and quantitative methods such as surveys and interviews, we aim to provide comprehensive
insights into the factors driving green consumer behavior in San Fernando, Pampanga, and the
Philippines provides valuable guidance for businesses looking to align their marketing strategies with
consumer values and hobby to sustainability.

The study by the International Journal of Research in Science and Management (n.d.) defines “green
perceived value” as customers' perception of the positive attributes of environmentally friendly
products. In contrast, our research in San Fernando, Pampanga, explored consumer perceptions and
awareness of green marketing initiatives While both studies focused on perceived value, our study
provides specific insights into this area, helping companies tailor their sustainability strategies to their
interests preferred by local consumers.

Zanon et al. (2020: 3) 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.

Zanon, Lucas Gabriel, Arantes, Rafael Ferro Munhoz, Calache, Lucas Daniel Del Rosso and Carpinetti, Luiz
Cesar Ribeiro, (2020)," A decision making model based on fuzzy inference to predict the impact of
SCOR® indicators on customer perceived value”, International Journal of Production Economics, Brazil.
Zanon et al. (2020: 3) highlight the importance of perceived value in giving customers a competitive
advantage and increasing their purchase intention. They point out that customer satisfaction is greatly
influenced by how they perceive value, making it an important factor in building customer loyalty. In
contrast, our study, “Green Marketing: Consumer Perceptions, Perceptions, and Values Study in San
Fernando, Pampanga,” examines consumer attitudes and perceptions toward green marketing initiatives
in specific geographical contexts. While Zanon et al. Focusing on the broader implications of perceived
value on customer satisfaction and loyalty, our research aims to explore how consumers in San
Fernando, Pampanga perceive and react to marketing efforts related to sustainability. Through a mixed
methods approach that includes surveys and interviews, we seek to elucidate the dynamics of consumer
perceptions, perceptions, and values related to green marketing initiatives in This specific region,
provides actionable insights for businesses to align their strategies with local consumer preferences and
enhance their competitiveness in the market.