Untitled

PAMANTASAN NG LUNGSOD NG MAYNILA
(University of the City of Manila)

General Luna, corner Muralla St, Intramuros,
Manila
FACTORS AFFECTING GREEN PURCHASING INTENTION TOWARDS

ENVIRONMENTALLY FRIENDLY PRODUCTS AS PERCEIVED BY
ONLINE COMMUNITY AS A SPRINGBOARD IN CREATING A
MARKETING GUIDE ON SELLING
ECO-FRIENDLY PRODUCTS
A Research Paper Presented to the Faculty of PLM Business School
In Partial Fulfillment of the Requirements

to the Subject Business Research
for the Degree of Bachelor of Science in Business Administration
Major in Marketing Management
Bermudez, Joefel Jan T.

Crisol, Jienelle Louize C.
Cajida, Ronan Nicolas V.
Gordo, Rizza Marie L.
Ignacio, John Lester S.
Orticio, Jassel L.
Peñeda, Kryztl CreamzonD.
Perez, Joseph Daniel R.

Rada, Carmela T.
Padilla, Isiah Robin R.
Tuyay, Kathryn Nicole V.
Venturina, Pia Er-Liz S.
Yuzon, Joven Aaron Lee
G.
Dr. Marivic F. Flores

June 2022
i
PAMANTASAN NG LUNGSOD NG
MAYNILA
Manila
PAMANTASAN LUNGSOD NG MAYNILA BUSINESS SCHOOL
APPROVAL SHEET
This Business Research entitled “Factors Affecting Green Purchasing

Intention Towards Environmentally Friendly Products As Perceived By Online
Community As A Springboard In Creating A Marketing Guide On Selling Eco-
Friendly Products” is hereby recommended for the acceptance for oral examination.
_______________ ____________________
Date Marivic F. Flores, DBA
Adviser
Approved by the Panelist on oral Examination with grade a grade of
_____________________________ ______________________________________
Prima Garcia, CPA, MBA Bernard Letrero I.E, MBA, CFMP
__________________________
Antonio E. Casurao, Sr. D.BA
Accepted as a partial fulfillment of the requirements for the degree of Bachelor of

Science in Business Administrations Major in Marketing Management
_________________________________
Bernard Letrero I.E, MBA, CFMP
Dean of PLM Business School
ii
PAMANTASAN NG LUNGSOD NG
MAYNILA
Manila
ACKNOWLEDGMENTS
Praises to God for his showers of blessings and guidance throughout our research work to
be completely fulfilled.
Warmest thanks to our panel members, Antonio E. Casurao, Sr. D.BA, Prima Garcia, CPA,
MBA, Bernard Letrero I.E, MBA, CFMP for supporting this research and giving us thoughtful
feedback that made this study better and of more relevance to the present day. Their criticisms
provided us with a depth of knowledge regarding the study. Their generosity and kindness
spurred us to keep going forward.
We would love to express our sincere gratitude to our research adviser, Marivic F. Flores,
DBA, for inspiring this research idea and providing us with invaluable supervision throughout
this project. Her constant guidance and willingness to share her vast knowledge made us
understand this research and its manifestations in great depths helped us make this work
possible.
To our loving parents, who guide us and encourage us through this study and provide
unending inspiration. Lastly, the whole research team, who worked tirelessly to complete this
work despite the circumstances, gave different ideas to make this work unique.
iii
PAMANTASAN NG LUNGSOD NG MAYNILA
General Luna, corner Muralla St, Intramuros, Manila
ABSTRACT
This research entitled “Factors Affecting Green Purchasing Intention Towards
Environmentally Friendly Products as Perceived by Online Community as a Springboard
in Creating a Marketing Guide on Selling Eco-Friendly Products” Researchers of the
study are Bermudez, Joefel Jan T. Crisol, Jienelle Louize C. Cajida , Ronan Nicolas V.
Gordo, Rizza Marie L Ignacio, John Lester S. Orticio, Jassel L Peñeda, Krystl Creamzon
D. Perez, Joseph Daniel R. Rada, Carmela T Padilla, Isiah Robin R. Tuyay, Kathryn
Nicole V. Venturina, Pia Er Liz S. Yuzon, Joven Aaron Lee G. from the Pamantasan ng
Lungsod ng Maynila taking the degree of Bachelor of Science in Business
Administrations Major in Marketing Management. Which was accomplished in May
2022. This was prepared under their adviser Marivic F. Flores, DBA.
This 92 pages study is based on the Model of Human Interaction with the
Environment due to the main goal of the study of discovering the factors that affect the
green purchasing intention and increasing the green product awareness.
Environmentally friendly products are sustainable products made to minimize the
negative effect on our environment. This study, conducted in May 2022, concerns the
factors affecting green purchasing intention towards environmentally friendly products as
perceived by the online community as a springboard in creating a marketing guide on

iv
selling eco-friendly products. The researchers conduct this study to know and understand
the factors affecting the green purchasing intention of the selected online community.
Academics, government, and organizations are all concerned about environmental
challenges and their impact on human health.
The researchers made use of the descriptive method that involves the use of
Google Forms, which consists of a checklist and a likert scale that was distributed to the
393 online community. The findings show many of the respondents are concerned about
the environment. Research shows that Health Consciousness, Environmental Concern,
Environmental Knowledge and Social Influence are all High Influence in the respondents'
green purchasing while Product Knowledge as a factor is only an influence in their green
purchasing of environmentally friendly products. People are purchasing environmentally
friendly products to be more environmentally conscious. The study recommends that
consumers should be aware and careful to spot greenwashed products. Consumers should
still monitor the credibility of the messages carried by eco-labels to ensure their safety
and stop supporting brands that engage in greenwashing. The study also suggests
consumers in turn provide factual insights regarding environmentally friendly products
whether it is positive or negative. Nevertheless, they should give constructive criticism in
a polite manner.
v
TABLE OF CONTENTS
TITLE PAGE ……………………………………………………………………..… i
APPROVAL SHEET ……………………………………………….…………….… ii
ACKNOWLEDGEMENT ……………………………………………………….… iii
ABSTRACT …………....…………………………………………...……….……… iv
TABLE OF CONTENTS ..………………………………………………………… vi
CHAPTER 1: INTRODUCTION ……………………………………………………1
Background of the Study …………………………………………...………...……..2
Statement of the Problem………………………………………………………...…..4
Significance of the Study …………………………………………………..…..……4
Scope and Limitation of the Study …………………………….…………..……..… 6
CHAPTER 2: THEORETICAL AND CONCEPTUAL FRAMEWORK …..….... 8
Theoretical Framework …………………………………………….……………...... 8
Literature Review …………………………………………………………..….…..… 9
Synthesis ………………………….………………………………..................…….. 17
Conceptual Framework…………………………………………………….….…….. 19
Operational Framework …………………………………………………….………. 20
Definition of Terms ………………………………………………………....…….….21
CHAPTER 3: RESEARCH METHODOLOGY ………………………...…………..24
Research Design ……………………………………………….………...………….. 24
Research Locale ……………………………………………………….…………….. 25
vi
Population Frame …………………………………………….…………………….25
Same Size and Sampling ………………………………………….……….…..…. 26
Instrumentation ………………………………………………….……….………..27
Data Gathering Procedure …...………………………………….….………..…… 28
Statistical Analysis of Data …………………………………….….………..……. 29
CHAPTER 4: RESULT AND DISCUSSIONS ………………….……...….…….. 31
CHAPTER 5: SUMMARY, CONCLUSION, AND RECOMMENDATION…... 45
Summary of Findings …………………………………………………………..... 45
Conclusions ……………………………………………………..……………….. 48
Recommendations …………………………………………………………….…. 50
References ...………………………………………………………….……….…..54
APPENDICES……………………………………………...……..…….…….… 60
Covering Letter ………………………………………...……………….……….. 60
Survey Questionnaire ………………………………………………..…….…….. 61
Introduction ………………………………………………………………………67
Summary of Literature Review.…………………………………….………..….. 67
Reviews of the Results of the Survey ………………………………………..…. 68
Tables and Figures ……………………………………..………………..…….... 69
Curriculum Vitae…………………………………………………………...……. 71
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CHAPTER 1
INTRODUCTION
Fast growing economy is a sign of advanced technology that creates innovative
goods and services for the consumers. This brings convenience to their lives while
satisfying their needs and wants. As they seek this kind of comfort many businesses are
emerging and being competitive to provide an output and to fill the consumption.
Rise of economic income also means an increase in business activities and human
consumption. It is challenging for the environment to produce more resources while
facing severe damage. This includes increased consumption of non-renewable energy,
high levels of pollution, global warming and loss of environmental habitats. All these
challenges not just affect the environment itself but also all living beings, especially
humans where it will cause health problems and economic cost in an uncompetitive
economy.
The rise of environmental impact leads to realization of business and consumers
to produce and to consume sustainable products and services. As both parties became
aware and conscious of environmental issues. There is an increase of business activities
that promote environmental protection. That is why this study conducts to know the
Factors Affecting Green Purchasing Intention towards environmentally friendly products.
Aiming to know the factors that will help to identify how consumers end up buying
environmentally friendly products. In order to come up with a guide on how to
1
effectively market an eco-friendly product to consumers. In that way consumers make a
best practice of buying and consuming sustainable products.
Knowing what the factors are on making consumers buy and consume eco-
friendly products will help businesses on switching creating innovative sustainable
products. Environmental protection practices for the business has a huge contribution to
economic growth, has good benefits for consumers' health and also for the safety and
securing the natural resource. Since sustainable products have become a trend in recent
years, it is time to further make an affecting marketing strategy on selling eco-friendly
products.
Background of the Study
During the past decade, the adaptation of environmental concerns into corporate
practice has been gaining popularity. According to Straughan and Roberts (2015) a
variety of stages began in the 1960s with the greening concept, which focused on
pollution and conservation of energy Following that, as a result of rising societal and
political pressure, recycling, alternate packaging, and redesigning have all been
implemented by businesses.
Businesses in the United States and Europe have discovered that in the future, the
customers' purchasing decisions will be influenced by environmental factors. The
phenomenon is known as green marketing (Lampe and Gazdat, 1995). Green marketing
is another term for includes planning, promoting, pricing, and supporting sustainable and
2
environmental marketing (Grant, 2008; Jain and Kaur, 2004; Kangis, 1992; Pride and
Ferrell, 2008)
In this study, the researchers will conduct a survey on online communities.
Generally proposing that there are several factors that affect the green purchasing
intention of consumers. The researchers aim to find those factors and use them as a
springboard in creating a marketing guide on selling eco-friendly products as the basis for
several companies in creating their new and improved business models focusing on green
marketing.
3
Statement of the Problem
This study aims to identify the factors affecting green purchasing intention
towards environmentally friendly products as perceived by the online community as a
springboard in creating a marketing guide on selling eco-friendly products.
Specifically, the researchers seek to answer the following queries:
1. What are the factors affecting the green purchasing intention towards
environmentally friendly products as perceived by the online community?
2. How do these factors affect the online community in purchasing
environmentally friendly products?
3. What are the environmentally friendly products that online communities
frequently purchase?
4. Based on the findings of this study, how would these factors help businesses
to have a good marketing strategy to encourage consumers in buying
environmentally friendly products?
Significance of the Study
Non-biodegradable materials such as plastic have generated a plethora of issues.
To make matters worse, plastic waste is quickly becoming the most serious
environmental problem that both humans and animals are facing. Green or
environmentally friendly items meet certain environmental criteria (either in their
production, use, or even disposal). These green or environmentally friendly products help
save energy. They also have lower carbon footprints, or greenhouse gas emissions, and
cause less toxicity and pollution.
4
The term "eco-friendly" refers to items and materials that are not harmful to the
environment. These goods support green living or green manufacturing techniques that
reduce the amount or types of resources utilized. In conclusion, environmentally friendly
things benefit rather than harm the environment. Green marketing is the technique of
promoting products or services based on their environmental benefits. These products or
services may be ecologically friendly in and of themselves, or they may have been made
in a manner that is environmentally friendly. When a corporation sells its products or
services in a way that highlights their environmental friendliness, this is known as green
marketing. Green marketing is more likely to be used by companies that are committed to
sustainable development and corporate social responsibility. More companies are
attempting it. to adopt long-term business strategies, They understand that by reducing
costs in packaging, shipping, energy and water use, and other areas, they can boost
customer attractiveness.
The result of the study would benefit the following people:
To the companies that sells environmentally friendly products
This research aims to inform companies regarding the factors that affect
purchasing intentions of consumers for them to take advantage of the result of every
factor. Enable to formulate marketing strategies to improve consumers' awareness
especially for the mass market. when it comes to the value of green products and to
improve the better experience of consumers in the niche market to perform competitive
sales.
5
To the Niche market
This study aims to help consumers belonging in the niche market to focus on what
are the things they need to improve for the product and services to have a better
experience on what they purchase.
To the Mass market
This study is to encourage consumers in the mass market the value of green
products to gain trust by giving reliable information on the benefits of the product in
order to increase their purchasing intention.
To the Future researchers
This study can be an outline of the future researchers in conducting a newly
improved study that would be helpful in the future generation.
Scope and Limitation of the Study
This study focused on the green purchase intention of the online communities
towards environmentally friendly products and how these factors will be much more
effective in helping businesses improve their marketing strategy to encourage consumers
in buying Eco-Friendly products. The study conducted a survey among the researcher's
Facebook friends from June 6 to June 14, 2022.
The researchers want to know what factors affect the intention to purchase
environmentally friendly products of the online community and how these factors affect
their intentions. The researcher also wants to determine what products are purchased the
6
most by the online community that are environmentally friendly and particularly help to
minimize pollution and mitigate the global environmental crisis.
Since the study must focus on a smaller size of target market and respondents, it
excludes responses from Green Marketing, specifically on the strategy of the companies
to market their green products. Next is Green Consumerism, the study only focuses on
the purchasing intention of the consumers and not the other factor in their buying
behavior. Environmental management system for business activities, this study is not
limited to any company therefore didn’t include any review about the management
system of businesses. Management of chemical substances in products another limitation
of the study is the management of chemical substances which is link to green
consumerism
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CHAPTER 2
THEORETICAL AND CONCEPTUAL FRAMEWORK
This chapter presents a review of literature on the development and analysis of
the results of this sequential study. Various theories, articles, relevant research studies,
and other data sets are used to help the researcher develop the study. Furthermore, the
information in this chapter supports connecting significant and strongly associated
portions of the current study.
Theoretical Framework
This study is anchored on the model of Human Interaction with the Environment
by Hammond, et. Al. in 1995. This model describes four interactions between human
activity and the environment. These are the source, sink, life support and impact on
human welfare. Source: From the environment, people derive minerals, energy, food,
fibers, and other natural resources of use in economic activity, thus potentially depleting
these resources or degrading the biological systems (Such as soils) on which their
continued production depends; Sink: Natural resources are transformed by industrial
activity into products (such as pesticides) and energy services that are used or
disseminated and ultimately discarded or dissipated, thus creating pollution and wastes
that (unless recycled) flow back into the environment; Life support: Provide essential
life-support services, ranging from the breakdown of organic wastes to nutrient recycling
to oxygen production to the maintenance of biodiversity; as human activity expands and
degrades or encroaches upon ecosystems, it can reduce the environment's ability to
8
provide such services and Impact on human welfare: Polluted air and water and
contaminated food affect human health and welfare directly.
The study strongly relies on the Model of Human Interaction with the
Environment due to the main goal of the study of discovering the factors that affect
the green purchasing intention and increasing the green product awareness.
Literature Review
The review of related literature consists of topics; Environmentally Friendly
Products in the Market, Factors Affecting the Green Purchasing Intention, and The
Impact of Environmentally Friendly Products on the Green Purchasing Intention of
Consumers.
Environmentally Friendly Products in the Market
According to Webb (2021), eco-friendly products and materials are those that are
not damaging to the environment. Green living or green manufacturing processes that
reduce the number or types of resources consumed are promoted by these products. In
summary, eco-friendly items benefit the environment rather than harming it. According
to Cooper, Altimiras, Altimiras (2016) Environmentally friendly products are market-
oriented products that cause minimal environmental degradation, and their production is
linked to a product development process that is structured in a way that considers the
impacts that can be caused to the environment throughout their life cycle. An
environmentally friendly product, often known as an eco-friendly product, is one that is
made or produced without harming the environment chemicals or other dangerous
9
materials, and has no detrimental influence on the user or the environment (Ellison et al.,
2016; Haghjou et al., 2013; Tjarnemo & Sodahl, 2015; Wu & Chen, 2014).
The materials used in eco-friendly items, as well as the method they're created,
packed, and distributed, and how they're used, are all factors. The Federal Trade
Commission (FTC) publishes its Green Guides, which describe all of the requirements
for organizations to meet in order to receive an eco-friendly rating. A corporation must
expressly state what makes a product environmentally friendly in order for it to be
labeled eco-friendly. Eco-friendly products should state how they are environmentally
friendly on the package or somewhere on the company's website.
Plastic and other non-biodegradable materials have caused a slew of problems. To
top it off, plastic pollution is becoming the most prevalent environmental issue that both
humans and animals face. According to Kongovou, green products or eco-friendly
products meet certain environmental requirements (either in their production, use, or even
disposal). These green or eco-friendly products aid in energy conservation. They also
reduce carbon footprints, or the emission of greenhouse gases, and do not produce a lot of
toxicity or pollution.
There are numerous eco-friendly products available. Each one provides a high-
quality product that benefits both people and the environment. Apparel, many companies
make environmentally friendly clothing. Typically, this apparel is manufactured from
recycled materials, resulting in cost-effective products that are even better. The majority
of businesses also employ the most environmentally friendly manufacturing techniques.
They work hard to eliminate dyes and reduce chemical, water, and energy consumption.
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Recycled Toilet Paper, it is usually less expensive than the ordinary version and may be
found in most stores. Reusable Bags, we've all used supermarket plastic bags to fill our
tiny trash cans or keep in our cars to gather straw wrappers. Reusable sandwich bags,
shopping bags, and recyclable rubbish bags are all available from a variety of companies.
Beauty products, in addition to reusable or plastic-free packaging, also have organic
ingredients that are less harsh on the environment. Finally, even the simple cotton swab
can be made green, as with The Humble Co. bamboo biodegradable cotton swabs.
Cleaning products, cleaning the kitchen or bathroom often involves using a spray bottle
of chemical cleaner made from plastic. Instead of tossing an empty bottle and adding to
plastic waste, companies like Blueland sell reusable bottles and tablets that can be
dissolved when you run out of product. Choosing natural, non-toxic cleaning products
will also help keep toxins and pollution out of local waterways and water tables, aiding in
a healthier environment. In terms of environmentally unfriendly personal care, haircare
may be the worst offender. Disposable plastic bottles are commonly used for shampoo,
conditioners, and other hair products. We Are Paradoxx, for example, follows a 90
percent plastic-free policy and sells things made of stainless steel and aluminum.
Shampoo bars, rather than liquid shampoo in plastic bottles, are another environmentally
responsible option. The kitchen is a significant source of trash, however an increasing
number of items are aimed at reducing waste in this area. Plastic waste can be avoided by
storing leftovers in glass or metal containers. Composting your kitchen scraps earns you
extra green points. Being aware of personal grocery waste in the form of rotten or expired
food can also help you live a greener lifestyle. Parents want to protect their children from
harmful chemicals and dangerous plastics. That's why green baby products and items are
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in need when there's a new little one in the house. From bath-time supplies to skincare
products to diapers, baby products are another area that can create a lot of waste.
Minimizing that waste and opting for sustainably made, biodegradable, recyclable
products is key. Cloud B carries eco-friendly products, including plush toys made from
soy and bamboo fabric. Lastly, eco practices and products can even be a part of dental
care routines. Of the hundreds of toothbrushes you'll use in your lifetime, try using
bamboo toothbrushes to provide an eco-friendly alternative to plastic. Consider the
packaging and ingredients of your toothpaste and oral care products when you are
looking to up your green game (Rinkesh, 2022)
According to Ward (2020), the process of advertising products or services based
on their environmental benefits is known as green marketing. These items or services
may be environmentally friendly in and of themselves, or they may have been
manufactured in an environmentally beneficial manner. Green marketing is when a
company promotes its products or services in a way that emphasizes their environmental
friendliness. Companies that are devoted to sustainable development and corporate social
responsibility are more likely to use green marketing. More businesses are attempting to
embrace sustainable business strategies. They know that they can improve customer
appeal while lowering costs in packaging, transportation, energy and water use, and other
areas.
Factors Affecting the Green Purchasing Intention
According to NASCO (2021) Green Purchasing is generally defined as
purchasing a product that has a lesser or reduced negative effect or increased positive
12
effect on human health and the environment, when compared with competing products
that serve the same purpose. As stated by Budi Puspitasari, N., Ika Rinawati, D., & Dwi
Sutrisno, B. (2018), Green Purchase Intention is defined as the possibility and desire of a
consumer who is interested in environmental and conscious issues to choose a more
environmentally friendly product compared to conventional products now that most of
the production process tends to override the impact of environmental impacts.
According to the study of Chu 2020, Their green buying intention was
significantly and positively affected by two groups of factors, including: social influence
and product knowledge; and environmental concerns and subjective norms; in which, the
latter group of factors has shown greater effects in this study. The survey indicates that
the students’ green product knowledge was only moderate. The social influence on the
students’ green purchase was not so strong, especially their relatives’ effect. The factors
on the study of Li (2016), include Health Consciousness, Environmental attitude,
Environmental knowledge, Environmental advertising, Price, Green Product, Eco-label,
social influence, Corporate Social Responsibility, Brand Image. Environmental and
health concerns are the top reason for their purchase intention. It is because consumers
believe that environmentally friendly products are beneficial for a healthier lifestyle and
could help preserve the environment. Knowledge about emerging environmental issues
such as climate changes, hazardous waste problems, water and air pollution, ecological
damage that have endangered protected living species etc. are useful to facilitate
consumers with a clear awareness of its social responsibility as a human to nature (Li
2016). Young consumers viewed environmental concern, health, and social responsibility
as key points why it is essential to practice this mode of purchasing, Palmero and
13
Montermayor (2020). Green perceived quality, environmental concern and environmental
knowledge also have some influence on consumers’ green purchase intention. Consumers
who pay more attention to the ecological environment and have relevant knowledge are
more willing to buy green products (Choi and Johnson, 2019; Varah et al., 2020) Health
consciousness is the customer care about protecting their health in daily activities (Xu et
al., 2020; Yadav & Pathak, 2017). Health factors are always mentioned when customers
intend to purchase behavior (Xu et al., 2020), For example, choosing organic, green
products. In recent years, customers have had positive attitudes about green consumption
(Xu et al., 2020; Yadav & Pathak, 2017). At the same time, the health consciousness
formed a positive impact on attitudes toward buying green. According to Ahmed et al.
(2020) people's knowledge about environment-friendly products or green products is
known as green product knowledge. The more knowledge consumers have about green
products, the more they understand the Sustainability environmental protection functions
and attributes of green products, Wang, Ma and Bai (2019). Environmental knowledge is
a person's perception of how far he knows about environmental issues in general and
assumes that environmental knowledge is positively related to green purchase intention
(Qomariah and Prabawani, 2020). Environmental knowledge involves what people know
about the environment, key relationships leading to environmental aspects or impacts, an
appreciation of whole systems, and collective responsibilities necessary for sustainable
development (kaufmann, Panni & Orphanidou, 2014). Zhuang et al. (2021) stated that
consumer purchase intention for green products is affected by not only individual factors
but also the social environment and other people. In addition, Lasuin & Ching (2014)
claim that social influence can be referred to as the change of an individual's attitudes or
14
behaviours through the influence of others. Social influence does not have a significant
effect on green purchasing behaviour. However, the green marketers should consider this
factor because young consumers were peer oriented in nature.
The Impact of Environmentally Friendly Products on the Green Purchasing
Intention of Consumers
According to the results of the research of Kong W., et al.(2014) Green corporate
perception, eco-label, and green product value all exhibited positive substantial
influences on green purchase intention within consumer perception. The data also
demonstrated that eco-label and green product value had the greatest impact on
consumers' green purchasing intentions. Green advertising and packaging, on the other
hand, had little effect on consumer intentions to purchase green products. Another
research conducted by Dagher G. looked at four factors that may influence green
purchasing behavior: perceived seriousness of environmental problems, felt
environmental responsibility, considered efficacy of environmental behavior, and concern
for one's own image in terms of environmental protection. Three characteristics were
discovered to have favorable influence on green purchasing behavior after data was
obtained from Lebanon. The findings also revealed that the perceived severity of
environmental problems was the most important factor in green purchase decisions.
According to the study of Dabija, Dan-Cristian; Bejan, Brândșua Mariana; Dinu,
Vasile (2019) how sustainability oriented is Generation Z in retail? a literature review,
the link between young consumers' sustainable behavior and their preferences, attitudes,
and reasons for preferring businesses eager to implement green and sustainable offers and
15
adjust their products accordingly. Generation Z members have a completely different
attitude, being more environmentally conscious, environmentally conscious, and
technologically sophisticated, valuing firms and brands that can interact with them and
enrich their experiences and feelings.
Environmental concern is an important variable that impacts the decision making
of consumers (Jain & Kaur, 2004). Studies show that when consumers are highly
concerned about the environment, they are more likely to evaluate the effects of their
purchases on the environment (Follows & Jobber, 2000; Nath et al., 2013). Kim and Choi
(2005) claim that environmentally concerned consumers are more likely to buy green
products than are those with less concern. According to Zeithaml, Bitner & Gremler,
perceived quality remains impacted through the consumer’s subjective judgment and
ecological perspectives. When consumers are aware of the perceived quality of GPs,
there is always the likelihood of the knowledge in ecological perception leading to an
increase in their purchasing intentions. Consequently, consumers’ anticipation of
excellent quality of green products is one of the important elements that impact their
green purchasing intentions. Nguyen et al. stated that if consumers are conscious of the
performance of green products, then it will assist them in achieving individual
environmental impact objectives. This indicates that awareness of green products can
impact consumers’ decision-making which in turn can aid in restoring a more positive
outlook in the market. Again, the education on green products would increase people’s
behavioral intention to use GPs and consequently become green consumers. GPs have
good effects on the environment and human actions have effects on the environment.
Green products consciously reduce waste and financial burdens.
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Synthesis
The findings of the study synthesized here are the factors affecting green
purchasing intention towards environmentally friendly products. According to Webb
(2021), eco-friendly products and materials are those that are not damaging to the
environment. Cooper, Altimiras, Altimiras (2016) stated that Environmentally friendly
products are market-oriented products that cause minimal environmental degradation, and
their production is linked to a product development process that is structured in a way
that considers the impacts that can be caused to the environment throughout their life
cycle. The Federal Trade Commission (FTC) publishes its Green Guides, which describe
all of the requirements for organizations to meet in order to receive an eco-friendly
rating. Choosing natural, non-toxic cleaning products will also help keep toxins and
pollution out of local waterways and water tables, aiding in a healthier environment.
Companies that are devoted to sustainable development and corporate social
responsibility are more likely to use green marketing. More businesses are attempting to
embrace sustainable business strategies. They know that they can improve customer
appeal while lowering costs in packaging, transportation, energy and water use, and other
areas.
According to NASCO (2021) Green Purchasing is generally defined as
purchasing a product that has a lesser or reduced negative effect or increased positive
effect on human health and the environment, when compared with competing products
that serve the same purpose. According to the study of Chu 2020, Their green buying
intention was significantly and positively affected by two groups of factors, including:
17
social influence and product knowledge; and environmental concerns and subjective
norms; in which, the latter group of factors has shown greater effects in this study. The
factors on the study Li 2016, include Health Consciousness, Environmental attitude,
Environmental knowledge, Environmental advertising, Price, Green Product, Eco-label,
social influence, Corporate Social Responsibility, Brand Image.
According to the results of the research of Kong W., et al.(2014) Green corporate
perception, eco-label, and green product value all exhibited positive substantial
influences on green purchase intention within consumer perception. Another research
conducted by Dagher G. looked at four factors that may influence green purchasing
behavior: perceived seriousness of environmental problems, felt environmental
responsibility, considered efficacy of environmental behavior, and concern for one's own
image in terms of environmental protection. Environmental concern is an important
variable that impacts the decision making of consumers (Jain & Kaur, 2004). The
education on green products would increase people’s behavioral intention to use GPs and
consequently become green consumers.
This research will evaluate the views held by people of the online community on
green products, green values, attitudes toward green behavior, and plans to make green
product purchases in order to address this gap. This will also evaluate the impact that the
online community has when it comes to the purchase of environmentally friendly
products for our environment. The following is going to be a guidance for marketers on
how to offer products that are environmentally friendly.
18
Conceptual Framework
Figure 1. Conceptual Paradigm of the Study
Figure 1 describes the conceptual framework of the study wherein the
Independent Variable is the Factors which consists of the following: Environmental
Concern, Environmental Knowledge, Health Consciousness, Social Influence, and
Product Knowledge. These Factors affect the Green Purchasing Intention of the
consumers in the online community thus making the Green Purchasing Intention as the
Dependent Variable. Meanwhile, there are also Control Variables that directly affect the
Green Purchasing Intention, and these are the categories of the Environmentally Friendly
Products, namely: Kitchen Products, Personal Care Products, Makeup and Beauty
19
Products, Food Products, Clothing and Accessories Products, and Home and Lifestyle
Products. These categories will help the researchers determine what types of
Environmentally Friendly Products are frequently purchased. The researchers want to
find out the impact of Factors on the Green Purchasing Intention of the Online
Community. This table shows how the researchers will discover the impact of the given
Factors on the Green Purchasing Intention.
Operational Framework
Figure 2. Operational Framework of Factors Affecting Green Purchasing Intention
Towards Environmentally Friendly Products as Perceived by Online Community
20
Figure 2 describes the operational framework that starts with the Input of the
Green Purchasing Factors that leads to the Process that includes 5 steps. First step is to
discover the different factors affecting Green Purchasing. Second step is the discovery of
the different categories of environmentally friendly products. Third step is the selection
of 5 main factors that will be used to know the impact of the green purchasing intention
towards environmentally friendly products. Fourth step is that researchers conducted an
online survey using Google forms sent to the Facebook friends of the researchers. Last
step is to analyze data using Cronbach Alpha, Average Weighted Mean, Frequency,
Ranking, and Range. This process is expected to present the Output of the Perception of
Online Community on Green Purchasing Intention towards Environmentally Friendly
Products.
Definition of Terms
In this section of the study, a list of terms will be provided which are used
throughout the dissertation and definitions of each of them. This will give the readers the
understanding of the technical terms used in the study.
Climate Change. Climate change is a long-term change in the average weather patterns
that have come to define Earth’s local, regional and global climates. These changes have
a broad range of observed effects that are synonymous with the term.
Environmental Concern. Environmental Concern is a person's matter of interest or the
importance of reducing the harmful effects that are happening to our environment.
21
Environmental Issues. Environmental Issues are the harmful effects to Earth and its
natural systems due to the actions of humans. These include pollution, over-population,
waste disposal, climate change, global warming, greenhouse effect, etc.
Environmental Knowledge. Environmental knowledge is the amount of information
individuals have concerned environmental issues and their ability to understand and
evaluate its impact on society and the environment. It is an individual’s awareness of and
their ability to acquire and retain facts, concepts, and ideas related to environmental
topics.
Environmentally Friendly Products. Environmentally friendly products are products
that have minimal harmful effects on our environment whether in their production, use
and disposal.
Global Warming. Global warming is the long-term heating of Earth’s climate system
observed since the pre-industrial period (between 1850 and 1900) due to human
activities, primarily fossil fuel burning, which increases heat-trapping greenhouse gas
levels in Earth’s atmosphere.
Green Purchasing. Green Purchasing is buying a product that has a lesser negative
effect on the environment and on human health, compared to buying other products that
have the same purpose.
Health Consciousness. Health consciousness is the degree to which individuals care
about their health.
22
Product Knowledge. Product Knowledge is how much information a consumer is
familiar with a product.
Online Community. Online Community are the Facebook friends of the researchers
whose members interact with each other primarily via the Internet.
Social Influence. Social Influence comprises the ways in which individuals change their
behaviour to meet the demands of a social environment.
Springboard. Can be used by a company as a marketing guide in selling eco-friendly
products more effectively to the consumers.
23
CHAPTER 3
METHODOLOGY
This chapter discusses various methodologies that were used to collect and
analyze the data which are relevant to the research. The methodologies include areas such
as the research design, research locale, population, sample size and sampling technique,
instrumentation, validity and reliability in research, procedures for data gathering, and the
statistical analysis approach that is used for interpretation of the data.
Research Design
The study will look at what factors influence Online community green purchasing
intentions toward environmentally friendly products. Descriptive research, according to
Williams (2007), is a research method that can make decisions, quantitative research will
be used to collect and analyze the numerical data required for the study to determine the
situation in a current phenomenon. It also aims to accurately and systematically describe
a population, situation or phenomenon. It can answer what, where, when and how
questions, but not why questions. The Researchers chose this research design because this
is the most appropriate research design to accurately gather, analyze, and explain the
24
factors affecting green purchasing intention towards environmentally friendly products.
To better understand the respondents’, it is also suggested that a descriptive approach be
used to easily identify the attributes of the consumer.
This study will be carried out using a survey questionnaire created with Google
Forms. The online community will complete the survey questionnaire. The researcher
decided to conduct quantitative research to learn more about how many people in Online
communities use environmentally friendly products and how many are willing to support
environmentally friendly products.
Research Locale
The respondents of the study will be the researchers' Facebook Friends. The
researchers chose them because they wanted to hear from the Online Community who are
currently using environmentally friendly products as well as people who are interested in
purchasing environmentally friendly products in the future. The researchers will use
Google Forms to disseminate the questionnaire.
Population Frame
The chosen respondents in this research study are the researcher’s Facebook
friends. The total population is 22,384, which is made up of the Facebook friends of the
13 researchers. The researchers used the Slovin's Formula to determine the sample size of
the study, which resulted in an anticipated 393 respondents. It was derived from a total
population of 22,384 Facebook friends of the researchers with a 95% confidence level
and a margin of error of 5%. Using the entire population (N) and the margin of error (e),
25
the formula calculates the sample size (n). It is written as follows:
Table 1 The Population Frame of the Study
Researchers Population Percentage (%) Sample size (f)
Bermudez 427 1.91% 8
Cajida 2,847 12.72% 50
Crisol 272 1.22% 5
Gordo 81 0.36% 1
Ignacio 4,607 20.58% 81
Orticio 291 1.30% 5
Peneda 4,289 19.16% 75
Perez 2,359 10.54% 41
Rada 1,408 6.29% 25
Padilla 2,852 12.74% 51
Tuyay 1,329 5.94% 23
Venturina 1,473 6.58% 26
Yuzon 149 0.66% 2
22,384 100% 393
Sample Size and Sampling
To determine the number of respondents, the researchers used a simple random
sampling technique where everyone has a chance of getting selected. Simple random
sampling was chosen by researchers to ensure that all individuals in the population have
26
an equal chance of being chosen, which removes all hints of bias. It also allows the
researchers to derive results from their observations based on statistical theory
assumptions. The researchers divided the total population of researchers' online
community friends into smaller subgroups in order to obtain a more accurate result using
Slovin's Formula. Because they have large data sets (393 sample size), the researcher
utilized basic random sampling.
Instrumentation
● Constructions- The researchers will conduct a well-structured online
questionnaire that we will use for our data collection. It will be answered by our
target respondents which were those Researchers' Online Community friends. The
questionnaire is divided into 3 parts to ensure all data needed are answered. The
researchers use a checklist, likert scale and tally sheet. The researchers used a
self-constructed questionnaire. The researchers based it in their literature and
studies.
First part of the questionnaire consists of a Likert scale about the factors
affecting the green purchasing intention of the respondents. Second part consists
of Factors Affecting Green Purchasing Intention Towards Environmentally
Friendly Products. It is a likert type scale, it consists of 5 divisions pertaining to
Health Consciousness, Product Knowledge, Environmental Concern,
Environmental Knowledge and Social Influence. Lastly, the 3rd part which is a
27
checklist about the Environmentally Friendly products that the respondents
purchase.
After gathering all the data needed the researchers will be able to tally it
and determine the factors affecting green purchasing intention towards
environmentally friendly products for the researchers' online community friends
● Validation & Revisions- the research topic and some of the questions were
revised and validated by Dr. Marivic F. Flores, Prof. Casurao, Prof. Garcia and
Dean Letrero.
Data Gathering Procedure
The researchers submitted five research topics, together with a problem statement
and questionnaires, which were validated and assessed by a subject professor. Marketing-
related topics are preferred. The topic of factors affecting green purchasing intentions
towards environmentally friendly products was decided upon by the professor. The
study's respondents were limited down to researchers' online community friends, and the
professor requested certain adjustments to ensure that the questionnaire addressed the
problem statement.
The researchers conducted the study online and distributed the research
questionnaire via Google Forms, which was completed by respondents in their spare
time. The researchers explained to the respondents the importance of their response to the
study and requested them to answer the questionnaire with all honesty. After the
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respondents answered the questionnaire, the researchers collected and tallied the data for
interpretation. The researchers calculate the mean of each likert scale to know the factors
affecting the green purchasing intention towards environmentally friendly products as
perceived by the online community and how these factors affect them in purchasing such
products then compute for the range of the rating scale as equivalent to the verbal
description. The researchers also employed frequency and ranking to identify the
environmentally friendly products that the online communities frequently purchased.
Statistical Analysis of Data
Responses to the questionnaire made by the respondents were statistically analyzed with
the data instruments of the study to interpret the results as reliable and valid. The
following statistical tools and measures will be utilized in the analysis, description, and
interpretation of computerized results. The formulas that will be used are:
1. Cronbach’s Alpha:
̅ Nc
Formula: α ⊽ (N−1) c ̅
Where N is the number of items, c̅ is the average inter-item covariance among the
items, and ⊽ is the average variance. Before conducting the main survey, the researchers
utilized a pilot testing which involved 20 respondents to determine the reliability of the
questionnaires that were used by the researchers for the statement of the problem on the
factors affecting the green purchasing intention as perceived by the online community.
2. Average Weighted Mean
Formula: x̄= Σwx/Σw
29
The researchers will use the Average Weighted Mean to know the overall average
response of the online community on the factors that affect their green purchasing
intention. Whereas w is the weight of Likert Scale (5,4,3,2,1), and x is the values in the
sample. The values in the sample will be multiplied by (5, 4, 3, 2, 1) divided by the
summation of the weights to produce the weighted average mean. Furthermore, the
researchers will compute the WAM of the collected data before ranking it.
3. Frequency
After collecting the data of the checklist of environmentally friendly products, the
researchers will use frequency (f) to determine the number of times each value occurs in
the data.
4. Ranking
The researchers make use of ranking to identify which among the listed
environmentally friendly products are being purchased by the respondents.
5. Range
Formula: Highest range - Lowest Range / Highest Range
The researchers will compute for the range of the rating scale equivalent to the
verbal description for the likert scale that they have employed. Range is used to
determine the maximum and minimum length of the 5-point likert scale.
30
CHAPTER 4
RESULTS AND DISCUSSIONS
This chapter presents the data gathered, the result of statistical analysis done and
interpretation of the findings. The data that was collected was converted into quantitative
data and presented in tables. This was followed by a discussion of the research problem in
a paragraph, which provided a better understanding of the findings.
Formula for Average Weighted Mean
= (Number of votes * Weighting for column 1) + (Number of votes *
Weighting for column 2) + Number of votes * Weighting for Column 3) +
(Number of votes * Weighting for column 4) + (Number of votes * Weighting for
column 5) / Total Number of Votes
Legend:
WM = Average Weighted Mean
DE = Descriptive Equivalent
Range of Rating Scale:
= Highest range - lowest range / highest range
=5-1/5
= 0.80
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Table 2 Range and Verbal Interpretation Equivalent
SCALE RANGE RESPONSE VERBAL DESCRIPTION
5 4.21 - 5.00 Strongly Agree Highly Influenced (hi)
4 3.41 - 4.20 Agree Influenced (i)
3 2.61 - 3.40 Moderately Moderately Influenced (mi)
Agree
2 1.81 - 2.60 Disagree Very Least Influenced
(vli)
1 1.00 - 1.80 Strongly Disagree Not Influenced (ni)
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Table 3 Average Weighted Mean and Rank of Factors Affecting Green Purchasing
Intention Towards Environmentally Friendly Products
# Factors Weighted Verbal Rank
Mean Description
1 I buy environmentally friendly products 4.24 High Influence 6
because I care about the environment.
because I can lessen or eliminate waste.
3 I buy environmentally friendly products to 4.26 High Influence 5
avoid environmental issues for the future
generation.
because I was encouraged by others to
practice using them for a better lifestyle.
because I know it is non-toxic and safe for
my health.
because I am sure that these are higher-
quality goods.
The table illustrated above presents the Factors affecting green purchasing
intention which has an overall weighted mean rating of 4.33 that is equivalent to high
influence. The findings shows that out of three hundred ninety three (393) respondents of
33
Researcher’s Online Community Friends, the highest response was that “I buy
environmentally friendly products because I can lessen or eliminate waste” which has a
weighted mean of 4.46. Followed by, “I buy environmentally friendly products because I
was encouraged by others to practice using them for a better lifestyle” which has a
weighted mean of 4.36, “I buy environmentally friendly products because I know it is
non-toxic and safe for my health” which has a weighted mean of 4.34, “I buy
environmentally friendly products because I am sure that these are higher-quality goods”
which has a weighted mean of 4.32, “I buy environmentally friendly products to avoid
environmental issues for the future generation” which has a weighted mean of 4.26.
Lastly, “I buy environmentally friendly products because I care about the environment”
which has a weighted mean of 4.24 which all of the factors mentioned above are
equivalent to highly influenced.
According to the study of Chu 2020, Their green buying intention was
significantly and positively affected by two groups of factors, including: social influence
and product knowledge; and environmental concerns and subjective norms; in which, the
latter group of factors has shown greater effects in this study. The research by Dagher G.
looked at four factors that may influence green purchasing behavior: perceived
seriousness of environmental problems, felt environmental responsibility, considered
efficacy of environmental behavior, and concern for one's own image in terms of
environmental protection. The findings also revealed that the perceived severity of
environmental problems was the most important factor in green purchase decisions.
34
Table 4 Average Weighted Mean of Health Consciousness
# Health Consciousness Weighted Verbal Rank
Mean Description
1 I buy environmentally 4.27 High 3
friendly products because Influence
they are free from toxic
substances.
2 I purchase environmentally 4.42 High 1
friendly products because Influence
they have natural content
and are nutritious.
3 Environmentally friendly 4.34 High 2
products are good for Influence
health.
The table above presents the Health Consciousness which has an overall weighted
mean rating of 4.34 that is equivalent to high influence. The findings shows that out of
three hundred ninety three (393) respondents of Researcher’s Online Community
Friends, the highest response was that “I purchase environmentally friendly products
because they have natural content and are nutritious” which has a weighted mean of 4.42,
“Environmentally friendly products are good for health” which has a weighted mean of
35
4.34. Lastly, “I buy environmentally friendly products because they are free from toxic
substances” which have a weighted mean of 4.27 which all of the statements mentioned
above are equivalent to highly influenced.
Health factors are always mentioned when customers intend to purchase behavior
(Xu et al., 2020), For example, choosing organic, green products. At the same time, the
health consciousness formed a positive impact on attitudes toward buying green.
Table 5 Average Weighted Mean of Product Knowledge
# Product Knowledge Weighted Verbal Rank
Mean Description
1 I buy environmentally friendly 4.16 Influenced 2
products because they tend to last
much longer.
2 I am ready to pay a higher price for 4.13 Influenced 3
3 I buy environmentally friendly 4.20 Influenced 1
products because I am already
familiar with its effectiveness.
The table illustrated above presents the Product Knowledge which has an overall
weighted mean rating of 4.16 that is equivalent to influenced. The findings shows that
out of three hundred ninety three (393) respondents of Researcher’s Online Community
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Friends, the highest response was that “I buy environmentally friendly products because I
am already familiar with its effectiveness” which has a weighted mean of 4.20. “I buy
environmentally friendly products because they tend to last much longer” which has a
weighted mean of 4.16. Lastly, “I am ready to pay a higher price for environmentally
friendly products” which have a weighted mean of 4.13 which all of the statements
mentioned above are equivalent to influence.
The more knowledge consumers have about green products, the more they
understand the Sustainability environmental protection functions and attributes of green
products, Wang, Ma and Bai (2019). According to the study of Chu 2020, the survey
indicates that the students’ green product knowledge was only moderate.
37
Table 6 Average Weighted Mean of Environmental Concern
# Environmental Concern Weighted Verbal Ran
Mean Description k
1 Purchasing environmentally 4.41 High 3
friendly products is good for the Influence
environment.
2 I contribute to the climate 4.45 High 1
protection when I purchase them. Influence
3 By purchasing environmentally 4.43 High 2
friendly products I can contribute Influence
something better to the world.
The table illustrated above presents the Environmental Concern which has an
overall weighted mean rating of 4.43 that is equivalent to highly influenced. The findings
shows that out of three hundred ninety three (393) respondents of Researcher’s Online
Community Friends, the highest response was that “I contribute to the climate protection
when I purchase them”, which has a weighted mean of 4.45. “By purchasing
environmentally friendly products I can contribute something better to the world,” which
has a weighted mean of 4.43. Lastly, “Purchasing environmentally friendly products is
good for the environment,” which has a weighted mean of 4.41 which all of the
statements mentioned above are equivalent to highly influence.
38
Environmental concern is an important variable that impacts the decision making
of consumers (Jain & Kaur, 2004). Studies show that when consumers are highly
concerned about the environment, they are more likely to evaluate the effects of their
purchases on the environment (Follows & Jobber, 2000; Nath et al., 2013).
Table 7 Average Weighted Mean of Environmental Knowledge
# Environmental Weighted Verbal Rank
Knowledge Mean Description
1 I purchase them because 4.33 High 3
they provide a Influence
sustainable future.
2 Buying environmentally 4.44 High 1
friendly products reduces Influence
pollution and waste.
3 I purchase 4.35 High 2
environmentally friendly Influence
products to lessen ozone
layer depletion.
The table illustrated above presents the Environmental Knowledge which has an
overall weighted mean rating of 4.37 that is equivalent to highly influenced. The findings
shows that out of three hundred ninety three (393) respondents of Researcher’s Online
39
Community Friends, the highest response was that “Buying environmentally friendly
products reduces pollution and waste,” which has a weighted mean of 4.44. “I purchase
environmentally friendly products to lessen ozone layer depletion,” which has a weighted
mean of 4.35. Lastly, “I purchase them because they provide a sustainable future,” which
has a weighted mean of 4.33 which all of the statements mentioned above are equivalent
to highly influence.
Green perceived quality, environmental concern and environmental knowledge
also have some influence on consumers’ green purchase intention. Consumers who pay
more attention to the ecological environment and have relevant knowledge are more
willing to buy green products (Choi and Johnson, 2019; Varah et al., 2020)
Table 8 Average Weighted Mean of Social Influence
40
# Social Influence Weighted Verbal Rank
Mean Description
1 I purchase environmentally 4.19 Influence 3
friendly products because my
colleagues, family, and friends
influence me to use them.
2 I purchase environmentally 4.30 High Influence 1
friendly products because I see
positive feedback about it.
3 I buy environmentally friendly 4.23 High Influence 2
products after learning the
advantages on the internet.
The table illustrated above presents the Social Influence which has an overall
weighted mean rating of 4.24 that is equivalent to highly influenced. The findings shows
that out of three hundred ninety three (393) respondents of Researcher’s Online
Community Friends, the highest response was that, “I purchase environmentally friendly
products because I see positive feedback about it,” which has a weighted mean of 4.30. “I
buy environmentally friendly products after learning the advantages on the internet,”
which has a weighted mean of 4.23. Both of the statements mentioned above are
equivalent to highly influenced. Lastly, “I purchase environmentally friendly products
41
because my colleagues, family, and friends influence me to use them,” which has a
weighted mean of 4.19 which is equivalent to influence.
Lasuin & Ching (2014) claim that social influence can be referred to as the
change of an individual's attitudes or behaviours through the influence of others. Social
influence does not have a significant effect on green purchasing behaviour. However, the
green marketers should consider this factor because young consumers were peer oriented
in nature. The social influence on the students’ green purchase was
not so strong, especially their relatives’ effect. The factors on the study of Li (2016).
Table 9 Frequency and Percentage Distribution of Environmentally Friendly

Products that are Frequently purchased by the Respondents
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Environmentally Friendly Products Frequency Percentage Ranking
Kitchen Products 297 22.93% 1
(Utensils, Tumbler, Stainless Straw)
Personal Care Products 249 19.23% 3
(Bar Shampoo, Bar Soap, Bamboo
Toothbrush)
Makeup and Beauty Products 84 6.49% 6
(Lip stick, Skin Care Products)
Food Products (Vegan Foods) 164 12.66% 5
Clothing and Accessories (Eco- 242 18.69% 4
friendly Clothes, Shoes, Sandals,
Swimwear)
Products for the Home (LED Light 258 19.92% 2
bulbs, Water-Saver Showerheads)
Others (Medicine) 1 0.08% 7
The table shows the Environmentally Friendly Products purchases by the
Researchers' Online Community Friends. The findings show the most purchased products
that ranks 1st is Kitchen Products (utensils, tumbler, and stainless straw) got 297
responses with 22.9%. Products for the home (LED Light bulb, Water-saver
43
Showerheads) which ranks 2nd got 258 responses with 19.9%. Personal Care Products
(Bar shampoo, Bar soap, bamboo toothbrush) which ranks 3rd when purchasing
environmentally friendly products that got 249 responses with 19.2%. Then, Clothing and
Accessories (Eco-friendly Clothes, Shoes, Sandals, Swimwear) which ranks 4th got 242
responses with 18.7%. Next is Food Product (vegan product) which ranks 5th when
purchasing environmentally friendly products that got 164 responses with 12.7%.
Makeup and Beauty Products (lipstick, skin care products) which ranks 6th when
purchasing environmentally friendly products that got 84 responses with 6.5%. Lastly,
Others (medicine) which ranks 7th got 1 response with 0.1%.
Rinkesh (2022) states that eco practices and products can even be a part of dental
care routines. Of the hundreds of toothbrushes you'll use in your lifetime, try using
bamboo toothbrushes to provide an eco-friendly alternative to plastic. Consider the
packaging and ingredients of your toothpaste and oral care products when you are
looking to up your green game. According to We Are Paradoxx Shampoo bars, rather
than liquid shampoo in plastic bottles, are another environmentally responsible option.
Beauty products, in addition to reusable or plastic-free packaging, also have organic
ingredients that are less harsh on the environment.
CHAPTER 5
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings, conclusions, and
44
recommendations on this study entitled “Factors Affecting Green Purchasing Intention
Towards Environmentally Friendly Products as Perceived by Online Community as a
Springboard in Creating a Marketing Guide on Selling Eco-Friendly Products.”
Summary of Findings
The following findings are based on the research accomplished through the use of
survey forms. Thus, after gathering the set of data needed for the researchers to answer
their research questions, here is the set of information they acquired from 393
respondents.
● According to Table 3, regarding the factors affecting green purchasing intention
towards environmentally friendly products, the overall weighted means is 4.33
which indicates High Influence. The 1st factor in ranking is “I buy
environmentally friendly products because I can lessen or eliminate waste.” with a
mean of 4.46 that indicates that most of the respondents purchased
environmentally friendly products because they can lessen or eliminate waste.
While the last in ranking is “I buy environmentally friendly products because I
care about the environment.” with a mean of 4.24 which indicates high influence;
so respondents also consider the environment in purchasing environmentally
friendly products
● According to Table 4, The statement that got the highest mean of 4.42 is “I
purchase environmentally friendly products because they have natural content and
are nutritious.'' This statement has a verbal description of high influence which
indicates that the respondents purchase environmentally friendly products because
they have natural content and are nutritious. While the statement that got the least
45
mean of 4.27 is “I buy environmentally friendly products because they are free
from toxic substances” this statement has a verbal description of high influence.
This indicates that respondents buy environmentally friendly products because
they are free from toxic substances.
● According to Table 5, there are 3 statements provided and the statement who have
the highest mean of 4.20 is “I buy environmentally friendly products because I
am already familiar with its effectiveness” it has a verbal description of high
influence which indicates that respondents buy environmentally friendly products
because they are familiar with its effectiveness while the statement who have the
lowest mean of 4.13 is “I am ready to pay a higher price for environmentally
friendly products” with a verbal description of high influence, this indicates that
respondents are ready to pay a higher price for environmentally friendly products
● According to Table 6, there are 3 statements provided and the statement who have
the highest mean of 4.45 is “I contribute to the climate protection when I
purchase them” it has a verbal description of high influence which indicates that
respondents contribute to the climate protection when they purchase
Environmentally Friendly Product while the statement who have the lowest mean
of 4.41 is “Purchasing environmentally friendly products is good for the
environment” with a verbal description of high influence, this indicates that
respondents are Purchasing environmentally friendly products because it is good
for the environment.
46
● According to Table 7, the statement that got the highest mean of 4.44 is “Buying
environmentally friendly products reduces pollution and waste” which indicates
that the respondents are buying environmentally friendly products because it
reduces pollution and waste. While the statement that got the least mean of 4.33 is
“I purchase them because they provide a sustainable future” this statement has a
verbal description of high influence. This indicates that respondents purchase
environmentally friendly products because they provide a sustainable future.
● According to Table 8, here are 3 statements provided and the statement who have
the highest mean of 4.30 is “I purchase environmentally friendly products
because I see positive feedback about it” it has a verbal description of high
influence which indicates that respondents purchase environmentally friendly
products because they see positive feedback about it while the statement who
have the lowest mean of 4.19 is “I purchase environmentally friendly products
because my colleagues, family, and friends influence me to use them” with a
verbal description of influence, this indicates that respondents are purchase
environmentally friendly products because their colleagues, family, and friends
influence them to use it.
● According to Table 9, the product that ranked 1st is Kitchen Products with 297
responses that is equivalent to 22.93% out of 393 respondents. While the last in
ranking is Others (medicine) with 1 response that corresponds to 0.1% out of the
total respondents
47
Conclusions
This study intends to fully understand the factors that affect the green purchasing
intention towards environmentally friendly products of online communities. The
researchers will use a descriptive research method then the study used a questionnaire-
based survey to collect and analyze data determining the factors that affect the green
purchasing behavior towards environmentally friendly products of the selected
respondents. A total population of 22,384 researchers' online community friends were
selected and only 393 respondents were the chosen sample size using simple random
sampling. Based on the findings, the researchers have drawn the following conclusions:
As a conclusion based on the responses of the Researcher's Online Community
Friends on the factors affecting green purchasing intention towards environmentally
friendly products. The factors based on the rating of Researcher's Online Community
Friends is because of Environmental Concern with the overall weighted mean rating of
4.43 which is the highest factor of all. Then comes the Environmental Knowledge, Health
Consciousness, Social Influence, and lastly is the Product Knowledge.
The respondents are highly influenced by their concern for the environment.
According to the study's findings, consumers buying environmentally friendly products
are beneficial because they reduce or eliminate waste. Consumers that are health
conscious purchase environmentally friendly products since these are good for their
health. For the product knowledge, consumers buy environmentally friendly products
because they are already familiar with its effectiveness. Then, for environmental concern,
48
consumers purchase environmentally friendly products because they can contribute to the
climate protections when they purchase them. Due to their environmental knowledge,
consumers purchase environmentally friendly products because they reduce pollution and
waste. Lastly, consumers who get positive reviews regarding environmentally friendly
products are more likely to buy them.
Majority of the environmentally friendly products that are bought by the
respondents due to factors that affect the green purchasing intention are kitchen products
(utensils, tumbler, stainless straw) followed by products for the home (LED light bulbs,
water-saver showerheads), personal care products (bar shampoo, bar soap, bamboo
toothbrush), clothing and accessories (eco-friendly clothes, shoes, sandals, swimwear),
food products (vegan foods), makeup and beauty products (lip stick, skin care products),
and medicine.
Recommendations
The researchers believe that the survey results raise several awareness that merit
further research about the factors affecting the green purchasing intention towards
environmentally friendly products as perceived by the online community. In particular,
based on the findings of the study and its own deliberations, the researchers offer the
following recommendations:
49
1. Most of the respondents purchased environmentally friendly products because
they can lessen or eliminate waste. It is recommended that enterprises should
establish effective and reliable customer channels, conveying the environmental
benefits they may contribute by purchasing their products.
2. Under the category of health consciousness, respondents purchase
environmentally friendly products because they have natural content and are
nutritious. The researchers proposed that manufacturers should introduce
environmentally friendly products with eco-labels to carry useful information on
nutritional values.
3. Consumers buy environmentally friendly products because they are familiar with
the products’ effectiveness. It is suggested that businesses should not only focus
on their product's green traits, but also on its functional attributes.
4. Respondents indicate that they contribute to climate protection when they
purchase an environmentally Friendly Product. Thus, enterprises could organize
scale green environmental protection activities or seminars disseminate and
impart environmental knowledge on consumers.
5. One of the factors that stimulates respondents to purchase environmentally
friendly products is because it reduces pollution and waste. As a result, marketers
can formulate marketing strategies like running campaigns to promote public
awareness on the environmental contribution and benefits by purchasing
6. The green purchasing intention of the respondents is being influenced when they
see positive feedback about the product itself. The researchers advise sellers to
50
utilize visible customer feedback and user-generated content for their products on
all social media platforms.
7. Kitchen products are the environmentally friendly products that are frequently
purchased by the respondents. The researchers recommended that businesses
should take enough time and put sincere effort in producing more of this product
with quality standards.
Stakeholders
1. Environmental concern and environmental knowledge were discovered to be the
most significant factors affecting green purchase intentions toward
environmentally friendly products. For the environmental concern, this study
recommends that business owners should have a program wherein it promotes
"Reduce, Reuse and Recycle". One program that the researchers would
recommend under the environmental concern factor is having consumers donate
their used but not abused products then the business owners will give them
consecutive points. This promotes the program wherein consumers can reduce
their unused old products by donating it to the business, once donated the business
will then reuse and innovate it to produce a recycled product. This creates
connection between consumer and business owners to imprint a goal in creating
environmentally friendly products moving forward. On the other hand, for
product knowledge this study recommends the business owners to strengthen
product awareness so that consumers will be more educated and aware about the
benefits of using these products.
51
2. For Future Researchers, with a sample size of 393, this study focused on the
online community. It is recommended that future researchers should broaden the
scope and sample size of this study to include a broader range of participants from
various genders, occupations, and age groups in order to gain a better
understanding of their perspectives, investigate the similarities and differences
between the groups in further detail, and encourage related research in this area.
Furthermore, the researchers advise future researchers should devote adequate
time to this study in order to collect knowledge, related literature, and theories
regarding the study, according to the researchers. This study has a large body of
work that future researchers might utilize as a reference point for their research.
3. For the consumers, according to the findings, respondents purchase
environmentally friendly products because they contain natural content and are
nutritious, and their green purchasing intention is being influenced when they see
positive feedback about the product itself. The study recommends that consumers
should be aware and careful to spot green washed products. Consumers should
still monitor the credibility of the messages carried by eco-labels to ensure their
safety and stop supporting brands that engage in green washing. The study also
suggests consumers in turn provide factual insights regarding environmentally
friendly products whether it is positive or negative. Nevertheless, they should give
constructive criticism in a polite manner.
52
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59
ANNEXES
ANNEXES A
60
COVERING LETTER
Good day! We are 3rd Year Marketing Management students from Pamantasan
ng Lungsod ng Maynila. We are currently conducting a study on the “Factors Affecting
Green Purchasing Intention Towards Environmentally Friendly Products as Perceived by
Online Community as a Springboard in Creating a Marketing Guide on Selling Eco-
Friendly Products” We are delighted that you are a part of our study.
Rest assured that all Information gathered from this Survey will be highly
confidential and will only be used for the purpose of the study. We are looking
forward to your kind participation, and we are thankful for your understanding
regarding this matter.
Thank you,
Ignacio, John Lester S
ANNEXES B
61
SURVEY QUESTIONNAIRE
QUESTIONNAIRE
DIRECTIONS: Below are statements that will determine what factors affect your green
purchasing intention. Please indicate to what statement you agree or disagree by putting a
check mark below the number that corresponds to your answer.
Strongly Disagree Moderately Agree Strongly

FACTORS Disagree (2) Agree (3)
(1) (4) Agree
(5)
62
I buy environmentally
friendly products
because I care about
the environment.
I buy
environmentally
friendly products
because I can lessen
or eliminate waste.
I buy
environmentally
friendly products to
avoid environmental
issues for the future
generation.
I buy
environmentally
friendly products
because I was
encouraged by others
to practice using
them for a better
lifestyle.
I buy
environmentally
friendly products
because I know it is
non-toxic and safe
for my health.
I buy
environmentally
friendly products
because I am sure
that these are higher-
quality goods.
II. Factors Affecting Green Purchasing Intention Towards Environmentally Friendly
DIRECTIONS: Below are factors that affect your green purchasing intention towards
environmentally friendly products. There are no wrong or right answers. Please indicate to what
statement you agree or disagree by putting a check mark below the number that corresponds to
63
your answer.
Health Consciousness Strongly Disagree Moderately Agree Strongly

Disagree Agree Agree
(1) (2) (3) (4) (5)
I buy
environmentally
friendly products
because they are
free from toxic
substances.
I purchase
environmentally
friendly products
because they have
natural content and
are nutritious.
Environmentally
friendly products
are good for health.
Product Knowledge Strongly Disagree Moderately Agree Strongly

(1) (2) (3) (4) (5)
friendly products
because they tend to
last much longer.
64
I am ready to pay a
higher price for
environmentally
friendly products.
friendly products
because I am already
familiar with its
effectiveness.
Environmental Strongly Disagree Moderately Agree Strongly

Concern Disagree Agree Agree
(1) (2) (3) (4) (5)
Purchasing
environmentally friendly
products is good for
the environment.
I contribute to the
climate
protection when I
purchase them.
By purchasing
environmentally friendly
products I can contribute
something better to the
world.
Environmental Strongly Disagree Moderately Agree Strongly

Knowledge Disagree Agree Agree
(1) (2) (3) (4) (5)
I purchase them because

they provide a
sustainable future.
Buying
environmentally
friendly products
reduces pollution and
65
waste.
I purchase
environmentally
friendly products to
lessen ozone layer
depletion.
Social Influence Strongly Disagree Moderately Agree Strongly

(1) (2) (3) (4) (5)
I purchase
environmentally
friendly products
because my
colleagues, family,
and friends
influenced me to use
them.
I purchase
environmentally
friendly products
because I see positive
feedback about it.
friendly products after
learning the
advantages on the
internet.
III. DIRECTIONS: Below are statements that will determine what
environmentally friendly products you purchase. Please put a check on
each circle that applies to you.
Kitchen products (Utensils, Tumbler, Stainless Straw, etc)
● Personal Care products (Shampoo, Bar soap, Bamboo Toothbrush, etc.)
● Makeup and Beauty Product (Lipstick, Skin Care products, etc.)
66
● Food Product (Vegan Products)
● Clothing and Accessories (Eco-friendly Clothes, Shoes, Sandals, Swimwear, etc)
● Products for the Home (LED Light Bulbs, Water-Saving Showerhead, etc)
● Others
67
APPENDICES
Appendix A: Literature Review
Introduction
Environmentally friendly products are market-oriented products that cause
minimal environmental degradation, and their production is linked to a product
development process that is structured in a way that considers the impacts that can be
68
caused to the environment throughout their life cycle. An environmentally friendly
product, often known as an eco-friendly product, is one that is made or produced without
harming the environment chemicals or other dangerous materials and has no detrimental
influence on the user or the environment. Around the globe, customers are becoming
more interested in buying green brands due to green brand awareness
Summary of Literature Review
Eco-friendly products are products that are not damaging to the environment.
There are numerous eco-friendly products available. Each one provides a high-quality
product that benefits both people and the environment. Factors that were stated in the
Literature Review were Health Consciousness, Product Knowledge, Environmental
Concern, Environmental Knowledge, and Social Influence. Environmental and health
concerns are the top reason for their purchase intention. It is because consumers believe
that environmentally friendly products are beneficial for a healthier lifestyle and could
help preserve the environment. Knowledge about emerging environmental issues such as
climate changes, hazardous waste problems, water and air pollution, ecological damage
that have endangered protected living species etc. are useful to facilitate consumers with
a clear awareness of its social responsibility as a human to nature (Li 2016).
Reviews of the Results of the Survey
For the Likert scale of factors affecting green purchasing intention towards
environmentally friendly products it can be inferred in the data that most of the
69
respondents have environmental concern, they answer positively, and this factor has a
high influence (hi) upon the purchasing decision of the respondents, but they have a
relative. Product Knowledge only influenced their green purchasing intention but not as
high as the other factors such as Health Consciousness, Environmental Concern,
Environmental Knowledge, and Social Influence. So, in summary, the online community
are generally conscious about the environment and want to do something to help the
environment but are restricted by the barriers such as high price, availability, and
difficulty to find.
Appendix B: Tables and Figures
List of Figures and Tables:
Figure 1: Conceptual Paradigm of the Study (Page 19)
Figure 2: Operational Framework of Factors Affecting Green Purchasing
Intention Towards Environmentally Friendly Products as Perceived by
Online Community (Page 20)
70
Table 1: The Population Frame of the Study (Page 26)
Table 2: Range and Verbal Interpretation Equivalent (Page 32)
Table 3: Average Weighted Mean and Rank of Factors Affecting Green Purchasing
Intention Towards Environmentally Friendly Products (Page 33)
Table 4: Average Weighted Mean of Health Consciousness (Page)
Table 5: Average Weighted Mean of Product Knowledge (Page 35)
Table 6: Average Weighted Mean of Environmental Concern (Page 38)
Table 7: Average Weighted Mean of Environmental Knowledge (Page 39)
Table 8: Average Weighted Mean of Social Influence (Page 41)
Table 9: Frequency and Percentage Distribution of Environmentally Friendly Products
that are Frequently Purchased by the Respondents (Page)
71
72
ABOUT THE AUTHORS
A. PERSONAL DATA
NAME Joven Aaron Lee G. Yuzon

PRESENT ADDRESS 391 Rubyville Subdivision Baesa
Caloocan City
BIRTHDATE May 30, 2001
BIRTHPLACE Quezon City
GENDER Male
CIVIL STATUS Single
NATIONALITY Filipino
LANGUAGES SPOKEN Filipino and English
B. EDUCATIONAL BACKGROUND
COLLEGE Pamantasan ng Lungsod ng Maynila
73
General Luna, corner Muralla St, Intramuros, Manila, 1002
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Eulogio Rodriguez Jr. Highschool
Mayon St, La Loma, Quezon City, 1114 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Eulogio Rodriguez Jr. Highschool
2013-2017
ELEMENTARY Baesa Elementary School
229 Reparo Street, Barangay 161, Caloocan City, Metro Manila
2007-2013
C. AFFILIATION / WORK EXPERIENCE
Marketing Assistant Bookkeeping/ Auditing Assistant
Project: Toothache Kiddily
2021 - 2022 March – May 2018
D. AWARDS
Dean’s Lister Academic Excellence Award
Pamantasan ng Lungsod ng Maynila 2017-2019
2019-Present
Merit Awardee With Honors Division Qualifier Awardee
2017-2019 2016- 2017 2013-2017
A. PERSONAL DATA
NAME John Lester S. Ignacio

PRESENT ADDRESS 840 Alex St. Sampaloc Manila
GENDER Male
CIVIL STATUS Single
74
Metro Manila
2019-Present
SENIOR HIGH SCHOOL APEC Schools - ESPANA
Sisa St, Sampaloc, Manila, 1008 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Sergio Osmeña, Sr. High School
Del Monte Avenue cor. Araneta Avenue 1115 Quezon City
2013-2017
ELEMENTARY San Francisco Elementary Schools
117 San Pedro, San Francisco del Monte, Quezon City, 1105 Metro Manila
2005-2013
Accelerated Career Experience ( ACE )
C. AWARDS
Dean’s Lister
A. PERSONAL DATA
NAME Jienelle Louize Cuencaho Crisol

PRESENT ADDRESS 2002 Retiro St. Cor Basilio,
Sampaloc Manila
BIRTHDATE March , 2001
GENDER Female
CIVIL STATUS Single
75
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Siena College, Quezon City
1105 Del Monte Avenue corner Sto. Domingo Street, Quezon City
2017-2019
JUNIOR HIGH SCHOOL E. Rodriguez Jr. High School
2013-2017
ELEMENTARY Juan Sumulong Elementary School
253 Aragon St. Sampaloc Manila
2005-2013
C. AWARDS
St. Agustine Academia Bronze Medalist
2019-2020
A. PERSONAL DATA
NAME Pia Er-Liz S. Venturina

PRESENT ADDRESS 2069 CM Recto Ave. Sampaloc,
Manila
BIRTHDATE April 12, 2001
BIRTHPLACE Bulacan
GENDER Female
CIVIL STATUS Single
76
Metro Manila
2019-Present
SENIOR HIGH SCHOOL National University - Nazareth School
272 Plaza Sta.Teresita, Sampaloc, Manila, 1008 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL National University - Nazareth School
272 Plaza Sta.Teresita, Sampaloc, Manila, 1008 Metro Manila
2013-2017
ELEMENTARY Fernandez College of Arts and Technology
Cruz na Daan San Rafael, Bulacan
2007-2013
Senior High School Work Immersion Program (OJT)
National Conciliation Mediation Board (NCMB)
September - November 2018
D. AWARDS
Dean’s Lister Best in Mathematics With Honors
Pamantasan ng Lungsod ng Maynila 2012-2013 2018-2019
2019-Present
A. PERSONAL DATA
NAME Carmela T. Rada

PRESENT ADDRESS 720-B Calabash rd. Sampaloc Manila
BIRTHDATE November 23, 2000
BIRTHPLACE Manila
GENDER Female
CIVIL STATUS Single

77
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Holy Trinity Academy
Balic-Balic, Calabash Rd. Sampaloc Manila 1008,
Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Holy Trinity Academy
Balic-Balic, Calabash Rd. Sampaloc Manila 1008,
Metro Manila
2013-2017
ELEMENTARY St. Mary’s College Quezon City
37 Mother Ignacia Avenue Diliman, Quezon City,1103
Metro Manila
2007-2013
Call Center Agent Senior High School Work Immersion Program (OJT)
Concentrix Trigold Security & Investigation Agency (80 Hours)
September - November 2021 March 2019
Personal Executive Assistant
March 2022-Present
D. AWARDS
Dean’s Lister With Honors
Pamantasan ng Lungsod ng Maynila Holy Trinity Academy
2019-Present 2017-2018
A. PERSONAL DATA
NAME Kathryn Nicole V. Tuyay

PRESENT ADDRESS 2149 int.8 Fidel A. Reyes St. Malate,
Manila
BIRTHPLACE Manila City
GENDER Female
CIVIL STATUS Single
78
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Philippine Christian University
1648 Taft Avenue, Malate, Manila, 1004 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Manuel G. Araullo High School
United Nations Avenue, 1000 Metro Manila
2013-2017
ELEMENTARY Aurora A. Quezon Elementary School
San Andres Street Malate, Manila, Metro Manila
2007-2013
C. AFFILIATION/ WORK EXPERIENCE
Accounting Leader
CREOTEC Philippines Inc. - Manila Center
D. AWARDS
Dean’s Lister
Pamantasan ng Lungsod ng Maynila
2019-Present
Top 1 in class & Academic Excellence Award With Honors
Philippine Christian University
2017-2019
Academic Excellence Award With Honors
Manuel G. Araullo High School
2013-2017
Academic Excellence Award With Honors
Aurora A. Quezon Elementary School
2010-2013
Best in English, Filipino, Science & History
79
2012-2013
A. PERSONAL DATA
NAME Kryztl Creamzon DS. Peneda

PRESENT ADDRESS 1237 Int. Mataas na lupa Malate, Manila
BIRTHDATE September 21, 2001
BIRTHPLACE Manila
GENDER Female
CIVIL STATUS Single
80
Metro Manila
2019-Present
SENIOR HIGH SCHOOL St. Paul University Manila
680 Pedro Gil St, Malate, Manila, 1004 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Malate Catholic School
2115 Madre Ignacia St, Malate, Manila, 1004 Metro Manila
2013-2017
Jesus is Lord Christian School
1832 San Marcelino St, Malate, Manila, 1004 Metro Manila
2013-2014
ELEMENTARY San Francisco Elementary Schools
117 San Pedro, San Francisco del Monte, Quezon City, 1105 Metro Manila
2006-2013
Human Resource Executive

Lancesoft Limited Philippines INC.
2021 - present
Accounting Intern
Gilbert Trading Inc.
2019
D. AWARDS
Dean’s Lister Leadership Awardee Microsoft Specialist 2018
Pamantasan ng Lungsod ng Maynila Jesus is Lord Christian School St. Paul University Manila
2019-present 2013-2014 2018

A. PERSONAL DATA
NAME Jassel L. Orticio

PRESENT ADDRESS Bldg. 25-201 Permanent Housing Balut
Tondo, Manila
BIRTHPLACE Manila
GENDER Female
CIVIL STATUS Single
81
Metro Manila
2019-Present
SENIOR HIGH SCHOOL T. Paez Integrated Senior High School
Younger St. Balut, Tondo, Manila, 1013 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL T. Paez Integrated Junior High School
Younger St. Balut, Tondo, Manila, 1013 Metro Manila
2013-2017
ELEMENTARY T. Paez Elementary School

Nepa St. Balut, Tondo, Manila 1013 Metro Manila
2007-2013

South Seas Cargo Forwarding Inc. (SSCFI)
2018
D. AWARDS
Dean’s Lister With Honors
Pamantasan ng Lungsod ng Maynila T. Paez Integrated School
2019-present 2018-2019
A. PERSONAL DATA
NAME Rizza Marie L. Gordo

PRESENT ADDRESS 216 Area H Gate 20 Parola Tondo,
Manila
BIRTHDATE November 22, 2000
BIRTHPLACE Manila
GENDER Female
CIVIL STATUS Single
82
Metro Manila
2019-Present
SENIOR HIGH SCHOOL National Teachers College
629 Nepomuceno St, Quiapo, Manila, 1001 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Rajah Soliman Science and Technology High School
Urbiztondo St, Binondo, Manila, Metro Manila
2013-2017
ELEMENTARY Rosauro Almario Elementary School
1012 Kagitingan St, Tondo, Manila,
2007-2013
Professional Regulation Commission (PRC)
March - April 2019
D. AWARDS
Dean’s Lister With Honors Academic Excellence Award
Pamantasan ng Lungsod ng Maynila 2018 - 2019 2016 - 2017
2019-Present
Outstanding Pupil
2012-2013
A. PERSONAL DATA
NAME Joefel Jan T. Bermudez

PRESENT ADDRESS 2248 A. Severino Reyes St. Sta. Cruz, Manila
BIRTHDATE October 1, 2000
BIRTHPLACE Manila
GENDER Male
CIVIL STATUS Single
83
Metro Manila
2019-Present
SENIOR HIGH SCHOOL University of the East
2219 Recto Ave, Sampaloc, Manila, 1008 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL University of the East
2219 Recto Ave, Sampaloc, Manila, 1008 Metro Manila
2014-2017
Ramon Magsaysay Highschool
España Boulevard, corner Don Quijote St., Sampaloc, Manila
2013-2014
ELEMENTARY Holy Heart Christian Academy
Gen. Diokno St., Santa Cruz, Manila, 1008 Metro Manila
2007-2013
Logistics Officer
N1 Trading & Construction
2020-2021
D. AWARDS
Dean's Lister
Pamantasan ng Lungsod ng Maynila
2020 - present
A. PERSONAL DATA
NAME Joseph Daniel R. Perez

PRESENT ADDRESS Blk 7 L9 Phase 3B Tierra Monte Silangan
San Mateo, Rizal
BIRTHDATE January 29, 2001
BIRTHPLACE Majmaah Kingdom of Saudi Arabia
GENDER Male
CIVIL STATUS Single
84
Metro Manila
2020-Present
SENIOR HIGH SCHOOL Marikina High School
97 E Santos, St, Marikina, 1800 Metro Manila
2017-2019
JUNIOR HIGH SCHOOL Marikina High School
97 E Santos, St, Marikina, 1800 Metro Manila
2014-2017
ELEMENTARY La Intelligentsia De San Mateo School
Block 11 Lot 12 Santol Street AFP Housing Barangay, San Mateo,
Rizal
2009-2014
Admin
HKL DRIVING TUTORIAL SERVICES
2020-Present
D. AWARDS
A. PERSONAL DATA
NAME Padilla, Isaiah Robin

PRESENT ADDRESS 1121 A. Julio Nakpil St. Paco, Manila
BIRTHDATE March 29, 2000
BIRTHPLACE Manila
GENDER Male
CIVIL STATUS Single

85
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Paco Catholic School
1521 Paz st. Paco Manila
2017-2019
JUNIOR HIGH SCHOOL Paco Catholic School
2013-2017
ELEMENTARY Paco Catholic School
2007-2013
Phoenix Publishing Company
January 2019
Timezone Philippines
March 2019 - July 2019
Rustan’s Coffee (Starbucks)
February 2020 - Present
D. AWARDS
Dean’s Lister Achiever Awardee
Pamantasan ng Lungsod ng Maynila Paco Catholic School
2019 - Present 2017-2019
A. PERSONAL DATA
NAME Ronan Nicolas V. Cajida

PRESENT ADDRESS 096 Fortune Drive, Valenzuela City
BIRTHPLACE Manila
GENDER Male
CIVIL STATUS Single
86
Metro Manila
2019-Present
SENIOR HIGH SCHOOL Centro Escolar University
9 Mendiola Street, San Miguel, Manila City
2017-2019
JUNIOR HIGH SCHOOL St. Louis College of Valenzuela

#5 Maysan Rd. Valenzuela City
2013-2017
ELEMENTARY St. Louis College of Valenzuela

#5 Maysan Rd. Valenzuela City
2006-2013
Social Media Specialist Assistant Vice President for Marketing
Sevenkies PLM Junior Marketing Association
2019 - present 2020 - 2021
Volunteer Work Immersion
DIGICON Karate Kid
2019 2018
Speech Choir Trainor
St. Louis College of Valenzuela
2016-2019
D. AWARDS
Dean’s Lister Commendable in Extra-Curricular
Pamantasan ng Lungsod ng Maynila Centro Escolar University
2019-present 2018
87
Marian Awardee
St. Louis College of Valenzuela
2014
88

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PAMANTASAN NG LUNGSOD NG MAYNILA

(University of the City of Manila)

FACTORS AFFECTING GREEN PURCHASING INTENTION TOWARDS

A Research Paper Presented to the Faculty of PLM Business School

In Partial Fulfillment of the Requirements

Bermudez, Joefel Jan T.

Perez, Joseph Daniel R.

Dr. Marivic F. Flores

PAMANTASAN LUNGSOD NG MAYNILA BUSINESS SCHOOL

This Business Research entitled “Factors Affecting Green Purchasing

Approved by the Panelist on oral Examination with grade a grade of

Accepted as a partial fulfillment of the requirements for the degree of Bachelor of

spurred us to keep going forward.

(University of the City of Manila)

General Luna, corner Muralla St, Intramuros, Manila

This research entitled “Factors Affecting Green Purchasing Intention Towards

Environmentally Friendly Products as Perceived by Online Community as a Springboard

in Creating a Marketing Guide on Selling Eco-Friendly Products” Researchers of the

Lungsod ng Maynila taking the degree of Bachelor of Science in Business

Administrations Major in Marketing Management. Which was accomplished in May

green purchasing intention and increasing the green product awareness.

Environmentally friendly products are sustainable products made to minimize the

factors affecting green purchasing intention towards environmentally friendly products as

perceived by the online community as a springboard in creating a marketing guide on

Academics, government, and organizations are all concerned about environmental

challenges and their impact on human health.

the environment. Research shows that Health Consciousness, Environmental Concern,

purchasing of environmentally friendly products. People are purchasing environmentally

friendly products to be more environmentally conscious. The study recommends that

consumers in turn provide factual insights regarding environmentally friendly products

whether it is positive or negative. Nevertheless, they should give constructive criticism in

TITLE PAGE ……………………………………………………………………..… i

APPROVAL SHEET ……………………………………………….…………….… ii

ACKNOWLEDGEMENT ……………………………………………………….… iii

TABLE OF CONTENTS ..………………………………………………………… vi

CHAPTER 1: INTRODUCTION ……………………………………………………1

Background of the Study …………………………………………...………...……..2

Statement of the Problem………………………………………………………...…..4

Significance of the Study …………………………………………………..…..……4

Scope and Limitation of the Study …………………………….…………..……..… 6

CHAPTER 2: THEORETICAL AND CONCEPTUAL FRAMEWORK …..….... 8

Theoretical Framework …………………………………………….……………...... 8

Literature Review …………………………………………………………..….…..… 9

Operational Framework …………………………………………………….………. 20

Definition of Terms ………………………………………………………....…….….21

CHAPTER 3: RESEARCH METHODOLOGY ………………………...…………..24

Research Design ……………………………………………….………...………….. 24

Research Locale ……………………………………………………….…………….. 25

Same Size and Sampling ………………………………………….……….…..…. 26

Data Gathering Procedure …...………………………………….….………..…… 28

Statistical Analysis of Data …………………………………….….………..……. 29

CHAPTER 4: RESULT AND DISCUSSIONS ………………….……...….…….. 31

CHAPTER 5: SUMMARY, CONCLUSION, AND RECOMMENDATION…... 45

Summary of Findings …………………………………………………………..... 45

Covering Letter ………………………………………...……………….……….. 60

Survey Questionnaire ………………………………………………..…….…….. 61

Summary of Literature Review.…………………………………….………..….. 67

Reviews of the Results of the Survey ………………………………………..…. 68

Tables and Figures ……………………………………..………………..…….... 69

Fast growing economy is a sign of advanced technology that creates innovative

consumption. It is challenging for the environment to produce more resources while

facing severe damage. This includes increased consumption of non-renewable energy,

The rise of environmental impact leads to realization of business and consumers

aware and conscious of environmental issues. There is an increase of business activities