Title : THE POLITICAL, ECONOMIC, SOCIO-CULTURAL AND

TECHNOLOGY (PEST) ANALYSIS OF GREEN BAG

PROMOTION OF THE RETAIL INDUSTRY IN MANILA.

Researcher : WILLY O. GAPASIN, DBA

College : COLLEGE OF BUSINESS ADMINISTRATION

School : EULOGIO “AMANG” RODRIGUEZ INSTITUTE OF

SCIENCE AND TECHNOLOGY

School Year : 2013- 2014

I. Introduction

Green bags also known as eco-bags are rapidly gaining in popularity, as

people are more conscious of the impact that their choices as consumers will

have on the environment. But one thing is certain: bags that are eco-friendly are

being seen a lot more often these days. Businesses have seen this growing trend

and have responded to it by offering a wider choice of eco friendly bags that are

more likely to appeal to different groups of people.

Recycled or organically grown materials are used to make these bags.

While they are made durable, they will eventually wear out and need to be

replaced, just like any other type of bag. After all, it’s nice to make a bag out of

eco friendly materials, but you also need to figure out a way to dispose of it

without harming the environment after it has passed its useful life. Eco-friendly

bags can be recycled in many cases, as they are made from plastics and fabrics

that are easily recyclable. Those that aren’t are produced from natural materials

such as cotton. Once they are discarded, they will begin to break up and

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biodegrade in a short amount of time, thus preventing the piling up of tons of

waste materials in our country’s landfills.

Some areas in the Philippines are now promoting eco-friendly bags that

keep and maintain the cleanliness of the surroundings. Local municipalities like

Quezon City and Manila started to require the use of green bags in different

establishment especially malls, supermarkets and even food chains. They

encourage the use of green bag instead of plastic bag that could cause garbage

and toxic. Even the use of plastic straws is also prohibited in some municipalities.

Some of the large companies devote real time and money to benefit employees,

consumers and community at large in utilization of green bags.

The implementation of green bag promotion will determine how well the

public and private institution imposed the ordinance. Government is behind the

implementation of brown bag promotion thus making them a factor in considering

the effectiveness, effect and benefits of it. Economy is also affected since the

green bag industry is booming nowadays because of the ordinance. Society is

greatly affected by this ordinance for they are the one purchasing and using the

green bag. Technology is also a factor to consider because the manufacturing of

green bag relies on it. All these factors contributed to the benefits of the whole

society.

II. Statement of the Problem

This study aims to evaluate the impact of the green bag promotion and its

effect to public.

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Specifically, it seeks to answer the following questions:

1. What is the overall demographic profile of the respondents in terms

of:

1.1. Type of customers,

1.2. Profession, and

1.3. Gender? ;

2. How do the respondents assess the green bag promotion of the

shopping malls in Manila in terms of:

1.1. Political-Legal,

1.2. Economic,

1.3. Socio-cultural, and

1.4. Technological? ;

3. How does green bag promotion of the shopping malls in Manila

affect the following:

3.1. Political-Legal,

3.2. Economic,

3.3. Socio-cultural, and

3.4. Technological? ;

4. What are the benefits of the brown bag promotion with respect to

the following:

4.1. Political-Legal,

4.2. Economic,

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 4.3. Socio-cultural, and

4.4. Technological? ;

5. Is there a significant difference on the assessment of green bag

promotion of two groups of respondents? ;

6. Is there a significant relationship among the political, economic,

socio-cultural and technological effects of green bag promotion? ;

and

7. Based from the findings, what promotional plan may be developed?

III. Significance of the Study

The researchers believe that the significant findings in this study will

benefit the following:

Shopping malls. Provide data and information to improve and carry on

their promotional plan to be more competitive in terms of marketing strategy and

at the same time promotes restoration of green environment. It gives them

additional information that would help them in implementing and promoting the

use of the brown bag to their consumer.

Consumers. Give information to be aware on how brown bag promotion

may affect their daily living and how will it provide green environment. It provides

them knowledge about the importance of brown bag promotion to society and

environment.

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 Employees. Give information about the importance of using brown bag in

their daily transactions.

Government. Provide information to obtain ideas and solution on how it

can help the society to gain concerns on helping to conserve and renew the

environment.

Economy. Provide additional information about Brown bag promotion and

its advantages and disadvantages for its implementation in the society. It

provides a better understanding of how important it could be in promoting green

and clean community.

Students. Help them to be aware and understand the importance of

having knowledge about effective promotional strategies and helping the

community at the same time.

Future Researchers. Serve as their guide in conducting their future

study.

IV. Synthesis of Related Literature and Studies

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 The foregoing literature and studies will provide the researchers the

necessary insights and ideas towards the conceptualization of the present study.

These will also be used as valuable background information in the interpretation

and analysis of the findings of the study.

Rahul (2012), Bustamante (2011), Concepcion (2011), Villar, Grande, et

al. (2011) and Atienza and Sibal (2010) talked about Corporate Social

Responsibility and how it affects environment.

Tayao (2013) and Sturkie (2010) cited the different ways on how to use an

Eco bag or Reusable Bag that can abate the increasing number of usage of

plastics.

Tyagi (2012), Friend (2011), Ottman (2011), Nam (2010) and Del Rosario

(2008) explained the importance of environmental greening to both consumer

and the company. It also states the prominence of environmental greening to

help the environment.

Rosenthal (2013), Presse (2013), Byrne (2013), Yap (2013), Ponnuru

(2013), National Conference of State Legislature or NCSL (2013), Miller (2012),

Toloken (2012), Elona (2012), Lao (2012), Carrera (2012), Manilao (2012),

Richtel (2012), Crisostomo (2012), Linthicum (2011) and He (2010) discussed

the details why plastics are banned. They also indicated different data that will

further explain why banning of plastics are necessary.

Claparols (2011) and Arevalo, Calingo, et al. (2008) discoursed several

pollutants that are continuing to destroy the environment. They further state that

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there are different calamities that are happening throughout the world because of

those pollutants.

Miranovsky (2013), Agresti (2012), Martin (2012), Quismundo (2011),

Muthu, Li, et al. (2009) and Michigan Department of Environmental Quality

(2009) elaborated the reason behind promoting brown bag in different countries

around the world. They explained that brown bag promotion will be a great help

in saving the environment.

Carlson (2013), Aclan, Marfal, et al. (2013), UK Environment Agency

(2011), McKinsey Global Survey (2010), and Nilsen (2010) explicated the

widespread knowledge about environmental awareness and how to further

protect and conserve the environment from future devastation.

Brownie Freelance Limited (2012), Wong (2011) and Smith (2009)

identified the disadvantage of plastics and how it became a burden in keeping

the environment clean and healthy.

Philippine National Environmental Plan (2013), Casanova (2012) and

Capiz (2008) cited the problems about wastes segregation and how it becomes a

threat in keeping the environment vigorous.

V. Methodology

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 The researchers chose descriptive research method in conducting the

study. Descriptive research is used to obtain information concerning the current

status of the phenomena to describe "what exists" with respect to variables or

conditions in a situation. There are one hundred respondents of this study. The

respondents are the customers (i.e., students and professionals) of the shopping

malls specifically SM Centerpoint Sta. Mesa and Robinson Place Manila. The

researchers conducted data analysis, survey questionnaires and observation.

The researchers follow a procedure in conducting their study. First, the

researcher asked the respondents to conduct survey. Second, the researchers

requested the respondents to fill out the survey. Third, the researchers analyzed

the given data from the survey questionnaires. Last, the researchers tabulated

and analyzed the data.

In order to successfully tabulate the data the researchers used different

statistical tools. These are frequency, percentage, weighted mean, likert scale,

ranking, t-test and chi-square ratio.

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VI. Results and Discussion

The study resulted to several notable findings that strengthen the

objectives as well as the preliminary hypothesis of the research work. The salient

findings of the study are as follows:

1. Profile of Customer Respondents

Finding shows that 52% are SM Centerpoint Sta. Mesa shoppers and 48%

are Robinson Place Manila shoppers; 79% are students and 21% are

professionals; 54% are female and 46% are male.

2. Implementation of Green Bag Promotion

Table 1
Assessment of Green Bag Promotion

SM Centerpoint Robinson Composite

Areas of Concern Sta. Mesa Place Manila Mean
WM VI WM VI WM VI
1. Political-Legal 3.18 ME 3.32 ME 3.25 ME
2. Economic 3.16 ME 3.38 ME 3.27 ME
3. Socio-Cultural 3.11 ME 3.15 ME 3.13 ME
4. Technological 2.97 ME 3.19 ME 3.08 ME
Composite Mean 3.21 ME 3.26 ME 3.23 ME

Legend:
Option Range Interpretation Symbol

5 4.20 -5.00 Very Effective VE

4 3.40 -4.19 Effective E
3 2.60 -3.39 Moderately Effective ME
2 1.80 -2.59 Least Effective LE
1 1.00 -1.79 Not Effective NE

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 As shown in the data, all the areas of concern are interpreted by the

respondents as moderately effective: Economic (CM = 3.27); Political-legal (CM

= 3.25); Socio-Cultural (CM = 3.13); and Technological (CM = 3.08).

Generally, the overall computed weighted mean is 3.23 with the

interpretation of moderately effective.

It only proves that green bag promotion is not properly implemented

among shopping malls. Until now, customer still considers using plastic bag

instead of green bag because customer finds it insufficient as packaging.

In support to the findings, Bustamante (2011) denoted that in a world of

limited resources, sustainable development is a challenge for corporations to be

more critical of business practices and be able to redefine their relationship with

the environment and people where they carry out their business.

Moreover, Carera (2012) supported the sentiment of customers that paper

is not really a better alternative than plastic; nor is it worse. Both ultimately cause

pollution, from manufacturing to disposal and recycling. Aside from cutting more

trees to produce green bag there is another downside of it. Green bag is not

durable and cannot carry heavy products purchased in the shopping malls and

supermarket.

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2. Effects of Green Bag Promotion

Table 2

The Effects of Green Bag Promotion

Robinsons
SM Supermarket Composite Mean
Areas of Concern Supermarket
WM VI WM VI WM VI
1. Political-Legal  2.83  MA  2.84  MA  2.83  MA
2. Economic  3.14  MA  2.83  MA  2.98  MA
3. Socio-Cultural  2.87  MA  2.84  MA  2.92  MA
4. Technological  3.06  MA  2.92  MA  2.94  MA
 Composite Mean  2.97  MA  2.85  MA  2.91  MA

Legend:

Option Range Interpretation Symbol

5 4.20 -5.00 Strongly Agree SA

4 3.40 -4.19 Agree A
3 2.60 -3.39 Moderately Agree MA
2 1.80 -2.59 Least Agree LA
1 1.00 -1.79 Not Agree NA

As depicted from the data, all of the items were interpreted as moderately

agree, namely: Economic (CM = 2.98); Technological (CM = 2.94); Socio-cultural

(CM = 2.92); and Political-legal (CM = 2.83).

Wholistically, the overall computed weighted mean is 2.91 with the

interpretation of moderately agree.

The implementation of green bag promotion has moderate effect in the

economy because by this promotion it will lessen the production of several plastic

manufacturers in the country. With that, there will be increasing number of

unemployed and that will not help the economy.

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 It means that there are positive and negative effects of the implementation

of brown bag promotion. There are still those who are in favor of using plastics

rather than using green bag.

Muthu, Li, et al. (2009) cited that there are varieties of comments

prevailing among people who use plastic and green bags for their shopping

needs. A few people support plastic bags with their own justifications and others

support green bags.

3. Benefits of Green Bag Promotion

Table 3

The Benefits of Green Bag Promotion

Robinsons
SM Supermarket Composite Mean
Areas of Concern Supermarket
WM VI WM VI WM VI
1. Political-Legal 2.68 MA 2.73 MA 2.70 MA
2. Economic 3.10 MA 2.72 MA 2.94 MA
3. Socio-Cultural 2.80 MA 2.72 MA 2.76 MA
4. Technological 2.58 LA 2.66 MA 2.62 MA
 Composite Mean 2.79 MA 2.70 MA 2.79 MA

Legend:
Option Range Interpretation Symbol

5 4.20 -5.00 Very Aware VA

4 3.40 -4.19 Aware A
3 2.60 -3.39 Moderately Aware MA
2 1.80 -2.59 Least Aware LA
1 1.00 -1.79 Not Aware NA

As reflected in the data, all the criteria were interpreted by the respondents as

moderately aware, namely: Economic (CM = 2.94); Socio-cultural (CM = 2.76); Political-

legal (CM = 2.70); and Technological (CM = 2.62).

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 Generally, the computed weighted mean of 2.79 were interpreted as moderately

aware.

The benefits are only moderate because the promotion of green bag does

not guide the consumer on how to manage and sustain the usefulness of green

bag.

Halton (2013), cited that the country should continue to consider strategies

to reduce the number of plastic carry-out bags from grocery stores and other

retail outlets. Regulating bags can mitigate harmful impacts to oceans, rivers,

lakes and the wildlife that inhabit them.

According to Claparols (2011), earth’s temperature has warmed by more

than 1 percent; it will continue to accelerate until we effectively mitigate

greenhouse gases. As the participants went on with their deliberations, it became

evident that nature conservation based on natural law had been put on the back

burner, with the world economy continuing its downward swing and funding for

conservation becoming scarcer.

5. Significant Difference on the Assessment of Implementation of Green

Bag Promotion

On whether or not there is a significant difference between the

assessments of the respondents (SM Centerpoint and Robinson Place Manila)

on the aforementioned, it was statistically interpreted that, since the obtained t-

value of 0.79 is lower than the critical value of 1.658 at 0.05 level of significance,

the hypothesis is accepted.

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 Both two groups of respondents perceive that the implementation of green

bag promotion among shopping malls in Manila is not fully enough.

6. Significant Relationship on the Effects of Green Bag Promotion

As to whether there is a significant relationship on the effects of brown bag

in terms of political-legal, economic, socio-cultural and technological, it was

interpreted that, since the computed chi-square value is 1.99 which is lower than

the critical value of 7.815 and level of significance of 0.05, the decision is

accepted.

It shows that the implementation of green bag promotion have different

consequences that affect the factors to consider like political-legal, economic,

socio-cultural and technological.

6. Proposed Promotional Plan of Green Bag

The promotional plan seeks to help the retail industries to fully implement

green bag promotion. It also aims to develop not only environmental-friendliness

but also customer-friendliness.

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 Proposed Promotional Plan

Key Concern Objectives Activities Person Time Frame Success

Responsible Indicator
(Quarterly)

1 2 3 4

1. To make - Set up a -Top - To be done -Posting the

consumers friendly-meeting Management once every success of the
Political-Legal aware of the with a three months implementation
government government for and making the
policy about official about the progression image of the
brown bag. importance and of the corporate
to promote the ordinance to better for being
use of brown bag become an an
all-over the implementatio environment-
country. n of law. friendly and be
given an award
2. To promote -Checking the by the
brown bag as meeting's government for
an influence not improvement. helping.
only for the
company but for
the government
as well.

3. Make the use

of brown bag as
a law instead of
ordinance.

1. To encourage -Every purchase -Management -The -Sales will go

consumers to of brown bag by and Staff purchasing of up by 5% and
Economic use brown bag the consumers is brown bag encouraged
with an equal to a raffle with an more
additional entry that can additional consumers to
charge of 50 help them get a charge shall shop with the
centavos per prize. be use of brown
bag. implemented bag.
every Friday
and the
drawing of the
winners will
be by the end
of the year.

1.Making the -Label the brown -Management -Review and -Consumers

use brown bag bags with the and check twice are
Socio- consumer- company logo Supervisors every three encouraged to
Cultural friendly and a promotion months if the shop at
of using it can promotion supermarkets
2. Encouraging save the has a positive that uses
consumers to environment. effect. brown bag
use brown bag because of the
instead of environmental-
plastic bags. friendly effect.

1. Making the -Put handles on Procurement -Have it done -The company

brown bag brown bags and Department by first three saved money
Technological efficient and make it more months of the for buying a

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 convenient to substantial. year and machine than
use. check if the having it
-Buying a very design of the bought by the
2. Have an functional bag became suppliers.
owned-machine machine that substantial.
for making creates brown
brown bags. bags for an -Negotiate
affordable or with the
negotiated price suppliers of
in a known- the company
supplier of the that creates
company. brown bags
whether the
company can
buy a
machine for
an affordable
cost.

VII. Conclusions

1. Majority of the respondents are Robinson Place shoppers, female and

students.

2. The implementation of green bag as to political-legal, economic, socio-

cultural and technology in specific group of respondents (i.e SM

Centerpoint and Robinson Place Manila) is moderately effective. The

green bag promotion is not fully implemented and the quality of the

green bag is not reliable as to the consumers.

3. The green bag promotion has a moderate effect on the respondents of

SM Centerpoint and Robinson Place Manila as to political-legal,

economic, socio-cultural and technology. The respondents are not fully

aware why green bag is implemented.

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 4. The respondents from both the SM Centerpoint and Robinson Place

Manila connotes that they receive moderate benefits in the

implementation of brown bag.

5. As statistically interpreted, there is no significant difference on the

effectiveness of green bag promotion of two retail industries (i.e., SM

Centerpoint and Robinson Place Manila).

6. There is no significant relationship on the effects of green bag as to

political-legal, economic, socio-cultural and technology.

7. The proposed promotional plan is endorsed to improve and withstand

the promotion of green bag.

Recommendations

From the abovementioned findings and conclusions, the following are

recommended:

1. Formulate and set standard that corresponds to the political-legal,

economic, socio-cultural and technological aspects in the

implementation of green bag promotion.

2. Develop an advertising campaign that will inform the public about the

effects and benefits of using green bags. Disseminate the green bag

promotion nationwide not only in Metro Manila but even in all rural

areas of the country.

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3. Come up with variety of colors, styles and designs that can be put on

the green bag, it is certain that there is a large segment of the

population that will find these items attractive and therefore begin to

use them on a regular basis. With the rise in environmental

consciousness, it is also hoped that people will begin choosing

environmentally friendly products over regular ones, even when they’re

out shopping for the latest fashion items.

4. A proposed promotional plan that will serve as a guide for retail

industries, government and bag manufacturers to enhance the

promotion of green bag.

5. The researchers advocate the future researchers to go for further

research on other impacts of green bag promotion in the Philippines

and to formulate other topics regarding the study.

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