International Journal of Sales & Marketing

Management Research and Development (IJSMMRD)

ISSN (P): 2249–6939; ISSN (E): 2249–8044
Vol. 11, Issue 1, Jun 2021, 9-20
© TJPRC Pvt. Ltd.

GREEN MARKETING IMPLEMENTATION

EASTER BINALGAN- BELANDRES1 & DIONAIDA VILORIA- FONTANILLA2

1
Urdaneta City University, Philippines
2
Saint Louis University, Bonifacio Street, Baguio City, Philippines
ABSTRACT

This paper identified the level of green marketing practices of selected food processing industries in Baguio
City in terms of Strategic Green Marketing Orientation (SGMO), Tactical Green Marketing Orientation
(TGMO), and Internal Green Marketing Orientation (IGMO). It seeks to know the implementation of green
marketing orientation in the food processing industry in Baguio City in terms of SGMO, TGMO, IGMO; and
to find the level of implementation of green marketing orientation across years of operation and nature of
business which attest if there is significant difference in the level of implementation of green marketing
orientation across years of operation and nature of business of the food processing industry. The researcher
used survey questionnaire and interview. There were 65 respondents for the survey and 6 supervisors
comprised the key informants in the interview. The results from the interview were used to validate the results

Original Article
from the quantitative analysis. It is found out that IGMO practices are moderately implemented in the food
processing industry. It is also noted that both TGMO and SGMO were equally implemented by the different
business firms. In this connection, the level of implementation of green marketing across years of operation
and nature of business of the food industry proved that SGMO is moderately implemented while TGMO and
IGMO are implemented.

KEYWORDS: Strategic Green Marketing Orientation, Tactical Green Marketing Orientation, Internal Green
Marketing Orientation, Marketing Mix & Marketing Performance

Received: Jan 28, 2021; Accepted: Feb 18, 2021; Published: Mar 03, 2021; Paper Id.: IJSMMRDJUN20212

INTRODUCTION

According to Newman (2011) in her book Green Ethics and Philosophy, “thinking globally and acting locally while
addressing environmental issues and problems, is the ‘greatest moral challenge in our time’. Globally, there is a
growing concern about environmental deterioration due to the careless and negligent attitude of people and
companies toward environmental protection. Environmental problems are varied to include: land, water, and air
pollutions such as global warming, greenhouse gas emission, ocean acidification, unusual or extreme flooding,
habitat destruction, invasive species, and sick building syndrome caused by virus and bacteria. As a result,
government and environmental group activists as well as business leaders acknowledged that consumerism is one of
the major causes that influenced climate change and environmental degradation (Kulkarni, 2010). Green marketing
orientation recognizes the deep interconnections of the biological ties among humans and with all life on the earth
(Newman, 2011). The concern for the environment springs from the idea that humans are not separate from nature;
they act on it, and it acts on them. As emphasized by Quilloy (2017), green marketing practice promotes

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10 Easter Binalgan- Belandres & Dionaida Viloria- Fontanilla

sustainable food marketing in terms of recapturing value from their products and by-products, reducing
operating costs, and also using natural resources in an efficient way; hence, green marketing practices involve
ways to achieve better business marketing performance originating from the human values and ethics of
global responsibility and of sustaining the environment rooted in recognizing the importance of people and
the ecosystem and their places. The study of Jain and Kaur (2014) argued that firms are blamed for producing
harmful products that lead to environmental degradation, whereas the customers who demand goods create environmental
problems.

In the Philippines, the implementation of laws as well as city and provincial ordinances related to the preservation of the
environment in local and the national government has been enacted to address environmental issues and problems, such as
the Zero Plastic Use of 2017, the Air and Water Protection, Philippine Water Act of 2004, and the Clean Air Act of 1999.
Aside from the above- mentioned laws, the Local Government Units serve as the watch dog in reminding barangays or
towns of their environmental actions. In Baguio City, Ordinance No. 35 series of 2017 “The Plastic and Styrofoam-Free
Baguio Ordinance,” covers all business activities and establishments in the city including government schools and offices.
Residents are highly encouraged to practice in their daily chores the 5Rs namely; reduce, reuse, and recycle, refuse, and
reform (repurpose).

Theoretical/Conceptual Framework

The framework of this study was based on the ethical thoughts of Emmanuel Levinas specifically the so called Levenisian
ethics of the encounter with, openness to the other, also known as “The Entre Nous as Thinking-of-the-Other.” The main
idea of the ‘thinking of the other’ is not to subjugate or dominate the other; instead, it is to be responsible of the
responsibility of the other without expectation (Garber, Hanssen, & Walkowitz, 2000). The philosophy of Levinas is
applied to businesses and corporations as he expanded the meaning of “the other” to different levels. The first of which are
the shareholders and the duty of prudence, its internal and external stakeholders, employees, the community, and the
environment. However, Levinas put emphasis on the consumer as the ultimate “other” where their business is derived. This
research expounded the philosophy of Levinas in the context of environmental responsibility. Specifically, this focused
research on the green marketing orientation as one of the infinite responsibilities of a company towards its consumers
(Becker, 2013). The green marketing orientation is built around the customer and the relationship between customer and
the organization. The firm will unlikely be able to work through the changes they want and move towards sustainability if
green marketing is viewed with cynicism and distrust by its consumers. They bear the responsibility towards the
community to which the business is situated, including sound legal and ethical practices, practice social responsibility
towards the environment through “green” practices.

Green Marketing Orientation

Green marketing is part of the corporate environmental responsibility of a business entity. This means that businesses make
a conscious effort to reduce the adverse effect of environmental degradation in their business practices. Food processing
industries can make this by reducing its use of plastic, choosing a better waste disposal, as well as following legislation on
green practices in the locality. Therefore, business leaders particularly in the food processing industry must take the
necessary steps to intertwine the relationship of the organization towards their stakeholders; taking into account the well-
being of the society and create a positive social engagement and environmental long term sustainable impact (Becker,

Impact Factor (JCC): 8.6084 NAAS Rating: 3.37

Green Marketing Implementation 11

2013).

It is evident that green marketing and demands in the market specifically in the food processing industry will only
have a positive impact on the environment if management changes its values, strategies, policies, and regulation. Food
processing businesses must implement a green marketing orientation which includes: recycling, fair exchange and
competition, product-service substitutions, energy efficiency and less materialistic ways of life will also need to be
marketed (Peattie & Charter, 2003). Thereby, Levinas used the term “infinite responsibility”. Levinas posited that to
escape from this responsibility is impossible wherein business leaders are enjoined to incorporate a green marketing
orientation in their business strategies. This is possible when the entire business organization has embraced the importance
of such philosophy.

One study commissioned by the Department of Trade and Industry (DTI) - Philippines and executed by Global
Green Growth Institute (GGGI) and ASSIST Asia on Best Green Business Practices among MSMEs focused into the 12
selected MSMEs in their processing and manufacturing processed of selected food processing in the country. The findings
exhibited a strong evidence of MSMEs contributions in sustainable development goal such as decent work and economic
growth, organic farming is the most practiced greening interventions of the enterprise such as water use, energy use, use of
biodegradable materials/reused materials, for packaging and distribution, waste treatment as well as emission. In 2009,
Department of Environment and Natural Resources (DENR) launched a book entitled “Greening Industries in the
Philippines” which highlighted green government policies, program and initiatives towards greening of industries, DENR
green growth programs, among others. The study of Green Marketing Orientation (GMO), conceptualization, scale
development and validation by Papadas, Avlonitis, & Carrigan (2017) provided a platform for managers with a
comprehensive view that contain what constitutes a green marketing orientation, and how it could be integrated and
operationalized for external and internal effect. This researcher now takes the opportunity to further validate the proposed
theory of Papadas et al. (2017) and explore the significance of a Green Marketing Orientation for an organization's success.

Figure 1: Representation of a Business Model with Green Marketing Orientation (adapted in Papadas et.al 2017)

The business model shown in Figure 1 reflects the operationalization of the theoretical framework of the study.

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12 Easter Binalgan- Belandres & Dionaida Viloria- Fontanilla

The concept of a business model is useful as it provides managers and researchers a means to describe and distinguish
between types of business behaviour. It functions as a “recipe” that draws together different elements of the business
activity to be arranged and combined together in various new and novel ways. Business models are “far from being a
quantum of information that is revealed in a flash, it is typically a complex set of interdependent routines discovered,
adjusted and fine-tuned by doing”. As developed and introduced by Papadas et.al (2017), Strategic Green Marketing
Orientation (SGMO) refers to a long-term, top management actions and policies specifically focusing on corporate
environmental strategy; proactive environmental strategies, and external environmental stakeholders. These are the
strategic directions implemented by the business to create the proper behaviours for the continuous superior performance
of the business and that includes concepts that examine the package of managerial choices to further achieve the business
objectives. Strategic green marketing orientation is also represented as the element of the organization’s culture that guides
interactions with the marketplace: that is, the customers and the competitors (Chahal, Dangwal & Raina, 2014).

The Internal Green Marketing Orientation (IGMO) involves the incorporation of environmental values across the
companies to embrace a wider organization’s green culture. Some of the examples are employee training; efforts to stress
environmental awareness inside the organization, promoting environmental leadership activities within and outside the
organization. Environmental activities to educate and train employees for green marketing across the whole business can
lead to environmental champions (Papadas et al. 2017). Businesses can be one of the identified entities to practice
environmental and social concerns which can effect change by reducing the environmental impact of their actions
(Woolverton & Dmitri 2010). The companies practicing the philosophy of green marketing will gain competitive
advantage and sustainable consumption in the market place; and will enjoy sustainable development through green
marketing.

Figure 2: Research Paradigm

The figure explains the operational framework of the study which focused on the level of implementation of green
marketing orientation and practice by selected food processing industry in Baguio City. The independent variable is the
strategic green marketing orientation (SGMO), tactical green marketing orientation (TGMO) and the internal green

Impact Factor (JCC): 8.6084 NAAS Rating: 3.37

Green Marketing Implementation 13

marketing orientation (IGMO) as the engine for the food processing industry. These are distinguished in terms of the type
of the business and its years of operation. The food processing industry was categorized based on the classification of the
Department of Trade and Industry. They are as follows: fruits and nuts manufacturing, fish and poultry processing, bakery
and bakeshop, water refilling station, and beverage and herbal tea. They were also classified according to the industry’s
years of operation. The variables and themes are interrelated with regards to marketing mix and marketing performance.

In particular, this study tried to uncover the connection of the underlining philosophy of Levinas about caring for
other in the current green marketing orientation practices of business leaders in the food processing industry in Baguio
City. The variables were measured in relation to its level of marketing mix and marketing performance. The research
problems were as follows:

 What is the implementation of green marketing orientation in the food processing industry in Baguio City in terms
of Strategic green marketing orientation (SGMO), Tactical green marketing orientation (TGMO), Internal green
marketing orientation (IGMO)?
 What is the level of implementation of green marketing orientation across years of operation and nature of
business of the food processing industry and to test if there is a significant difference in the level of
implementation of green marketing orientation across years of operation and nature of business of the food
processing industry?

There were a few studies on green marketing in the Philippines which offers a new learning paradigm in the
academe, business industry, and the government which discourses the building of body of knowledge. For the academe, a
holistic knowledge on green marketing orientation that will be developed from the lived experiences of business leaders
provided a new theory about green marketing in the local context.

METHODS

Green marketing is a broad issue that its study benefits from the coherent integration of both qualitative and quantitative
approaches to gather data and insights and process those feedbacks into meaningful data. The research design is also
descriptive where it investigated the business leaders’ level of implementation of green marketing orientation from the data
sources. There were 65 respondents belonging to the identified food processing industries. There are six selected business
leaders who answered the structured interview question to gather their feedback and insights about their implementation of
green marketing orientation.

A survey questionnaire was developed and improved using the guide questions from Papadas et.al (2017), and re-
adapted and improved to suit the current location of the study. A structured interview question about the implementation of
green marketing orientation and its effect on marketing performance was used as an instrument for data gathering.

To determine the implementation of green marketing orientation in the food processing industry in Baguio City in
terms of Strategic green marketing (SGMO), Tactical green marketing (TGMO), Internal green marketing (IGMO),
weighted mean is used. The qualitative data was used to support the quantitative result, since the interview participants
were managers, business owners, and supervisors. They answered the questions in English fluently without the need for
translators. The researcher selected the quotes or answers of the interviewee that were affecting and or most representative
of the research findings on the quantitative data. The large portions of an interview were included in the results and
discussion. Based from the study of Corden and Sainsbury (2006), verbatim presentation of qualitative data is deemed

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14 Easter Binalgan- Belandres & Dionaida Viloria- Fontanilla

more ethical than paraphrasing the answers of the respondents.

RESULTS AND DISCUSSIONS

Strategic Green Marketing Orientation

The first set of questions dealt with the Strategic Green Orientation (SGMO) and the implementation of such across
the participating industries. This sought to ascertain certain green orientation practices which they incorporate in
their business.

Table 1: Implementation of Strategic Green Marketing Orientation (SGMO) by Food Processing Industry
Food Processing Industry SGMO SD Interpretation
Beverage, herbal tea 3.75 0.58 Implemented
Fruits and nuts manufacturing 3.71 0.77 Implemented
Water refilling station 3.33 0.84 Moderately
Implemented
Fish and poultry processing 2.98 1.17 Moderately
Implemented
Bakery and bakeshop 2.85 1.16 Moderately
Implemented

Table 1 presents the summary of SGMO according to food processing industry. The results showed that the
beverage, herbal tea and fruits and nuts manufacturing implemented the practices of the SGMO, while all others
moderately implemented it. In the interview with the supervisor of fruits and vegetable processing, they said that it is
important for them to pass some relevant environmental government certifications in order to comply with the
requirements of the city in terms of processing of business permits. This is to ensure the quality of their products. The
result of the study is the same with the study of Andrews & Dowling (2002) that pursuing certifications explores added
supply chain, knowledge on customer’s satisfaction is broadened, and partnership to organizations with common objectives
increases.

Water refilling station, fish and poultry processing, and bakery and bakeshop have a mean score of 3.33, 2.98, and
2.85 respectively indicating a moderately implemented strategic green marketing orientation. Some business leaders may
have limited policies in incorporating environmental strategies and they also have inadequate engagement to external
environmental stakeholders (Chahal, et.al. 2014). This is very important to keep them informed on the current thrust of the
green marketing implementation in the city.

Tactical Green Marketing Orientation Implementation

Table 2 presents the summarized implementation of Tactical Green Marketing orientation (TGMO) in the City of Baguio.
The result shows that the beverage and herbal tea business has the highest mean score with 3.65 and with a standard
deviation of (0.76). Fish and poultry processing establishments surveyed were rated to moderately implement the TGMO
initiatives. Business leaders in beverage and herbal tea in terms of materials tend to get their resources direct from farmers
or from their own gardens. Business leaders in the fruits and nuts manufacturing on the other hand, have a direct contact
with their suppliers on the needed resources to make the products. Business leaders in water refilling station establishments
ensure that they comply with the government requirements in pursuit of carrying their business activities. They encourage
customers to bring with them eco-bags in purchasing their needs, and that is to support the city ordinance of “no plastic
use”. Business leaders also implement the 5Rs program (recycle, reduce, reuse, repurpose, and refuse. Bakery and

Impact Factor (JCC): 8.6084 NAAS Rating: 3.37

Green Marketing Implementation 15

bakeshop, and fish and poultry processing with a weighted mean of 3.33, and 3.31 and the standard deviation of 0.94 and
0.98 respectively moderately implement the green marketing orientation initiatives. The selected business leaders do not
consistently use reusable materials, due to their products are considered fresh produce. This is to protect the product from
being contaminated. That is the reason why business leaders in this category of food processing industry cannot avoid
using plastic.

Table 2: Implementation of Tactical Green Marketing Orientation (TGMO) by Food Processing Industry
TGMO SD Interpretation
Beverage, herbal tea 3.65 0.76 Implemented
Fruits and nuts manufacturing 3.59 0.81 Implemented
Water refilling station 3.55 0.88 Implemented
Bakery and bakeshop 3.33 0.94 Moderately
Implemented
Fish and poultry processing 3.31 0.98 Moderately
Implemented

The result of the study conducted by Leonidou, et al. (2013), is similar to the findings of this paper that firms with
limited or no slack resources will find it much more difficult to implement green marketing programs which in turn part of
tactical green marketing orientation. Another is the inability to follow all regulations and guidelines that hinder
organizations to implement green marketing orientation practices as well as the inability to present accurate message about
the products and services as stated Valentine (2007). Adopting the practice of green marketing is still very difficult to
implement because of consumer backlash against the product.

Table 3 indicates that among the nine indicators, there were five that moderately implemented the IGMO and the
average standard deviation is 1.09. The acknowledgement of environmental exemplar behaviour, the environmental
activities by candidates are bonus in the recruitment process, the forming of committees to conduct internal audit, and even
the internal competitions to promote eco-friendly practices. This indicates that selected business leaders in the food
processing industries believe that they are still considering the practices of giving rewards and acknowledgement to
excellent performance that promotes green marketing. The inability of respond to green marketing practice is indirectly
proportional to possible lessening of profit but the ability to respond properly to ethics of social responsibility. Green
marketing strategy not only promotes care for the environment and people but can also have direct effect for gaining more
profit.

Internal Green Marketing Implementation

Table 3 presents the summary of the implementation of IGMO by food processing industry. The results showed that the
implementation of internal green marketing was highest in the fruits and nuts processing industry, followed by the water
refilling station and the beverage and tea industry with a weighted mean of 3.96, 3.62, and 3.56 respectively. Within the
group, the fish and poultry processing, and bakery and bakeshop businesses had the lowest rating mean indicating a
moderate implementation of IGMO within their business processes. This shows the differing views of the food processing
industries in terms of their integration of green best practices. It can be inferred that incorporating environmental practices
must go beyond what the city ordinances expected of them, but to internalize green practices as part of the culture of the
business. Business leaders in this industry are pressured to improve environmental and ethical concern (Ilbery & Maye,
2007) and to encourage their employees to practice eco-friendly activities in carrying out their duties and responsibilities

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16 Easter Binalgan- Belandres & Dionaida Viloria- Fontanilla

(Chamorro & Banegil, 2006; Ottman, 1998). Two of the businesses surveyed yielded a moderate implementation of
IGMO. While this may be due to high investment and technical cost in the production or promotion of a green product, the
lack of orientation of its employees on green practices is also an area of consideration. The lack of support from the
government and other stakeholders increases the ignorance and lack of understanding about green products and low
customer delivered value, as a result, very few people buy green products (Lim et.al, 2013).

Table 3: Implementation of Internal Green Marketing Orientation (IGMO) by Food Processing Industry
Food Processing Industry IGMO SD Interpretation
Fruits and nuts manufacturing 3.96 0.69 Implemented
Water refilling station 3.62 1.00 Implemented
Beverage, herbal tea 3.56 0.42 Implemented
Moderately
Fish and poultry processing 2.93 1.16
implemented
Moderately
Bakery and bakeshop 2.84 1.20
implemented

Fundamentally, green marketing is also about ‘conservation,’ which is concerned chiefly with the sustainable use
of resources by consumers rather than the protection of the ecosystem alone. The ethical responsibility to and for the other
means the recognition of the organizational culture, because attitudes and behaviours can be internalized into the adaption
of a more environmental friendly approach to business. The business organization must always take initiative to be
responsible on the consequences of products’ appreciation, depreciation, or the possible damage it can have for nature.

The Baguio City ordinance on no plastic policy as well as the garbage segregation and proper waste
disposal has helped the Baguio residents embrace a culture wh ich is more environmental friendly. The supervisors
during the interview said that these ordinances have changed their decisions on green marketing orientation. There
is a proliferation of establishments that promote organic products in Baguio City such as the vegetarian stores,
restaurants, and health bars. Some of the noted businesses are, Health 102 restaurant along General Luna Road,
Health Invest store along Mabini Street, and Heaven on Earth Vegetarian Center in Abanao Square. Baguio City
adheres to the United Nations Millennium Development Goals ‘to achieve universal primacy education’ so that, by
“word of mouth” education regarding green marketing consciousness continue to develop (MDGs, 2015 quoted in J.
Newman, 2011). Interviewee three said that they educate a green mindset to their customers by teaching them about
the health benefits of the products. Over time, the number of their customers increased; as a result, the demand for
organic products cannot meet the demands of its consumers. The result may imply that the supervisors, the owners of
the different food processing industries have the same level of implementation regardless of the product that they offer to
the consumers. The food processing industries moderately implemented their environmental values towards their
employees with a weighted mean of 3.38. Some of them introduced IGMO practices through education and trainings. It is
also noted that both TGMO and SGMO were equally implemented by the different business firms which was an indication
that food processing industries have adjusted, supported, and implemented the environmental policies of the city. However,
there was little reservation on its rigorous implementation.

CONCLUSIONS

Based on the results, SGMO and TGMO are equally implemented in the food processing industry except the IGMO whish
is moderately implemented in the city. SGMO indicates that the business firms observe ethics towards environment in their

Impact Factor (JCC): 8.6084 NAAS Rating: 3.37

Green Marketing Implementation 17

business and create a separate department/unit specializing in environmental issues for our organization. In TGMO, the
businesses encourage the consumers the use of e-commerce and prefer digital communication methods for promoting their
products. On the other side, creating internal environmental prize competitions that promote eco-friendly competitions and
rewarding exemplar environmental behaviour are still on the process of integrating it on all of the food processing industry.
Overall, green marketing orientation in the food processing industries in Baguio City is implemented. The integration of
environmental values across the organization to embrace a corporate green culture is also implemented in Baguio City.

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