Exploring the Economic and Societal Effects of 

Platform 
Economy in the lives of the Delivery Riders
in Daet, Camarines Norte

Undergraduate Thesis Presented to

The Faculty of College and Business and Public Administration
Camarines Norte State College
Daet, Camarines Norte

In Partial Fulfillment of the Requirement for the Degree

Bachelor of Science in Business Administration
Major in Marketing Management

by:

Estayo, Jerome P.
Octa, Mary Angelie D.
de Vera, Bryan A.
Abarca, Geia P.
Camino, Regine T.
Data, Angielyn A.
Gluda, Hanna Mae C. 
Modino, John Carlo S.
Saithip, Ma. Isabel I.
Arevalo, Gerelle P.
Tabigan, Luel R. 
Alamag, Mark Glenn E.
Madera, Juan Miguel B.
Manzano, Genie Rose D.
Mendones, Luk L.
Porcincula, Karen P.
Sapico, Missy L.
Jacob, Riza Mae
Ubana, Kristine Marie C.
2023
 Chapter 2

INTRODUCTION

Delivery service industry is one of the growing industries today. With the

unprecedented advent of the pandemic along with its previous rules of contactless

transactions, delivery services have proliferated in the economy. Currently, plenty

of people are relying heavily on the services that this industry provides. People

are becoming used to indirect transactions whenever they buy something from the

store. A big factor of that is the emergence of the platform economy. This is

where the internet plays a very crucial role. As the world has now welcomed the

digital age, the dependency on online transactions is continuously increasing. This

has become part of the commerce where stores are now available and positioned

online. In just a few clicks, the purchase is done. The level of convenience

brought by this technological advancement has enticed people to do more

transactions using the internet. All these activities are now revolving around the

platform economy.  

Fitzgibbons (2023), stated that Platform economy is the tendency for

commerce to increasingly move towards and favor digital platform business

models. Therefore, due to digital innovations the economy is now shifting to a

digitalized activity of commerce using the different platforms found on the

internet. Consequently, the delivery service industry is highly affected, especially

the delivery riders. Compared to the traditional distribution process, the platform

economy is relatively new in the delivery service industry. The transition to

platform economy will substantially affect the lives of delivery riders, depending
on the job experience, compensation, and even social status with regard to digital

changes and innovations. Thus, it is significant to explore the economic and

societal effects of platform economy on the lives of delivery riders.

Delivery riders are becoming more significant nowadays due to the

pandemic. With the continuous rise of the platform economy along with e-

commerce where people frequently order online, delivery riders are always on the

go. Because of that, traditional and conventional ways of delivery are starting to

decline as the new methods of delivery are necessary to be integrated with

technology. According to Colback (2023), customers are increasingly comfortable

with buying goods and services online, reinforcing the move from physical to

digital transactions. The function of delivery riders in the platform economy is of

high importance in order for an order to reach its destination.  Therefore, the

presence of these riders is boosting the platform economy as a whole, implying

the great benefit that delivery riders have given to this economy. 

Platform economy has created more job opportunities for delivery riders.

However, in terms of the law, digital platforms are under legal conditions and

obligations that are needed to be consistently done for every delivery rider

employed. Pursuant to the provisions of article 5 of the labor code of the

Philippines, and Republic Act No. 11058, the Department of Labor and

Employment has issued Labor Advisory No. 14 series of 2021 which is the

Working Conditions of Delivery Riders in Food Delivery and Courier Activities.

In that labor advisory, digital platform companies are subject to lawfully

performing their obligations and responsibilities to delivery riders including the

minimum benefits that should be given to riders along with appropriate and

ethical working environment. 

On a global scale, the platform economy has a staggering market value of

$7.8 trillion (KMPG, 2018). Meaning, this economy is developing in terms of

income but this also implies that its influence is gaining a wider reach through

technology. Locally, the platform economy has seen to be rising exponentially as

well. The Philippine market is now also transitioning to digitize business

activities. Filipinos are now buying things online more frequently than before.

With the increasing number of orders online, more delivery riders are often

needed. Lardizabal-Dado (2022) said that plenty of workers are being attracted by

the platform economy including delivery riders. This kind of economy is

accumulating workers very quickly due to the fact that it is easy and efficient to

find work using digital platforms.

In the province of Camarines Norte, the platform economy is developing

exponentially. Specifically, Daet as one of its municipalities and considered the

central area of commerce is becoming more inclined to the platform economy.

Business establishments like fast food chains, restaurants and even supply stores

present in Daet have integrated the system of online orders in business operations.

That is why delivery service is fast-growing and has created more opportunities

for delivery riders not only in the municipality of Daet but in the whole province

as well.  The delivery service industry is developing quickly in Camarines Norte.

In the last few months, different distribution companies have established multiple
branches in different municipalities of the province and are continuously

growing. 

Nevertheless, the platform economy is still relatively new in the province

which suggests that despite its rapid development, the knowledge about their

economic and societal effects on delivery riders is considered limited. As the

platform economy is a recent trend in the province, it is important to explore its

effects on the lives of delivery riders. It is already common understanding that

delivery riders give huge benefits to the platform economy. However, the

information about the benefits that delivery riders get from the platform economy

is not that comprehensive and transparent. This situation raises concerns about

compensation, labor conditions, and even social status. These are all with regard

to the economic and societal effects of platform economy on lives of delivery

riders which the current study is going to address. For that reason, the researchers

are optimistic that the study's findings on the problem are going to provide

another significant perspective on the impact of platform economy to delivery

riders.  

Importance of the Study

According to the researchers, the findings of this study may benefit and

encourage the following:

Delivery Riders. This study could help broaden their vision and influence

their perspective of how the platform economy affects their lives. It will also help

them understand the importance of acquiring knowledge more about the platform

economy, which affects their lives both economically and socially.

 Distribution Company.  This study could assist them to come up with an

innovative idea or suggestion regarding how to enhance their delivery drivers and

their business as a whole.  Additionally, this may broaden their understanding of

how economic and societal effects of the platform economy impacts the company

and its employees, which may help them in developing new plans and regulations

that increase their competitiveness.

Department of Labor and Employment (DoLE). This study could help the

Department of Labor and Employment in understanding how platform economy

affects the lives of the delivery riders' economically and socially. Additionally,

this will serve as a foundation for building concepts and methods for the progress

of delivery riders. 

Local Government Unit (LGU). This study could help the Local

Government Unit in increasing its capability and performance. This will bring

fresh knowledge and may shed new light on how to enhance service delivery in

their municipality as well as provide new insights and innovation to delivery

riders.

Marketing students. This study could help marketing students gain a better

understanding of the sociological and economic consequences of platform

economy, which have a direct impact on delivery riders' daily lives. Additionally,

it may offer students deeper insights and value of platform economy that they can

use in learning how to promote themselves and their work in the distribution

industry's best practices. 

 Researchers, themselves. This study could help the current proponents to

explore the economic and societal effects of platform economy in the lives of the

delivery riders. Additionally, this will enhance their knowledge about platform

economy and develop market strategies to get a strategic advantage. 

Future Researchers. This study could serve as a guide and provide

additional knowledge for their research. Additionally, it will guide the future

researchers when conducting investigations with similar goals.

Objective of the Study

The study will explore the economic and societal effects of platform

economy on the lives of delivery riders of Daet, Camarines Norte.

Specifically, it seeks to address the following:

1. Determine the profile of the respondent in terms of: 

2. Identify the economic effects that delivery riders are experiencing.

2.1 Labor,

2.2 Macroeconomic instability,

2.3 Low growth,

2.4 Lack of fiscal space, and; 

2.5 Lack of quality jobs. 

3. Identify the societal effects that delivery riders are experiencing.

3.1 Inequality,

3.2 Health, demographic change and wellbeing,

3.3 Education,

3.4 Rapid population growth, and;

 3.5 Discrimination.

4. Determine the measure of effectiveness of the platform economy to

improve the lives of the delivery riders. 

4.1 Employment growth,

4.2 Market efficiency,

4.3 Protection of rights,

4.4 Economic growth, and;

4.5 Boost innovation.

5. Formulate a capacity development program that introduces the benefits of

the platform economy in order to assist delivery riders in gaining more

knowledge and abilities

Scope and Limitations 

This study will explore the economic and societal effects of platform

economy on the lives of delivery riders of Daet, Camarines Norte. Therefore, the

researchers will limit the current study on delivery couriers’ riders. The researcher

will have a total of fifty (50) registered employees who deliver couriers on

motorcycles in Daet, Camarines Norte, for the year of 2020-2023 based on the

records of the Human Resource Management of the distribution company. And

will also have a total of ten (10) registered distribution companies in Daet, for the

year of 2020-2023 based on the records of the Municipal Permits and License

Office. The researchers will use a purposive sampling in selecting the

respondents. This process will be done primarily with those involved in business,

especially the motorcycle delivery courier riders itself that can provide credible
information. The researchers will use a face-to-face interview to collect sufficient

and established data.

Time and Place of the Study 

        The researchers will perform the study from April 2023 to May 2023 in

Daet, Camarines Norte. A Gantt Chart will be prepared to serve as the

researchers’ guide for planning and arranging the activities to be conducted to

fulfill the study's objectives. Gantt chart is a chart which has a series of horizontal

lines showing the amount of work done or completed in a certain period of time in

relation to the amount planned in those periods. It also shows the start and finish

dates of several elements of a research project. It will also benefit the researchers

in scheduling since it allows them to readily identify work to be done, delays, and

a lack of resources and information that needed to be collected. Appendix A also

includes a Gantt chart that depicts the quantity of works or tasks performed over

time. It will also allow the researchers to determine the missing resources and the

information that had to be gathered. It also helped the researchers assess the

development of the study. Through the use of it, the researchers know when to do

certain tasks, when the results need to be submitted. Following the schedules on

the Gantt chart helped the timeliness of the study.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter will present the related literature and studies that are relevant

to the present study. A combination of different studies will be discussed to

determine the similarities and differences between the previous studies to the

present study. It included the theoretical framework appropriate to the study to

serve as a basis for relevant information and adapt findings to make the results as

valid as possible.

To validate the results of this study, the researchers will review the

investigations and related literature that were conducted by the previous

researchers that can give input to this paper. The researchers delimit the related

literature sources to studies directly and indirectly related to the study’s nature

and problems. Economic effects, societal effects, platform economy, and delivery

riders as the sub-topics that will be discussed to understand the importance further

or bearing to the present study are mostly the sources of information included in

this chapter.

Economic Effects

According to the article of Economic Impact 101 (2023), economic impact

studies estimate the total dollars, jobs, and household income generated in an

economy due to a new activity. This proves that  it  is a tool to help policy,

program, and project decision-making by assessing economic impacts, including

changes in income and employment, fiscal impacts (often referred to as "value-

added"), regional workforce planning needs, and future community needs due to

new and growing population: housing, schools, roads.

In the article of Carlsson-Szlezak (2021), stated that there is no single

number that credibly captures or foresees Covid-19’s economic impact. He also

added transmission channels through which the shocks will adversely affect the

economy. This proves the direct impact, which is related to reducing consumption

of goods and services and indirect impact working through financial market

shocks and their effects on the real economy thus, household wealth will likely

fall, savings will increase, and consumption spending will decrease further.

Therefore, transmission channels tell us how the virus takes control of its host.

In the article of Shretta (2020), stated that the Organization for Economic

Co-operation and Development (OECD) predicts that some countries could be

dealing with the economic fallout of the COVID-19 pandemic for years to come. 

This proves that the slowdown in economic activity—and transportation

restrictions—in affected countries will have an impact on the production and

profitability of specific global companies, particularly those involved in

manufacturing or in producing the raw materials used in manufacturing.

Additionally, countries will need bold policy measures and innovative

mechanisms to protect the most vulnerable from economic ruin and to sustain

economic growth and financial stability. 

Also, in the report based on the National Economic and Development

Authority (2020), coronavirus disease (2019) COVID-19 now poses a more

serious downside risk to the global economy. Several countries have taken a

variety of measures from mass testing, travel/border restrictions, to lockdowns in

a bid to contain the virus. This proves that it will lead to higher unemployment

and a further decline in consumer spending. 

The online news article of Hanushek and Woessmann (2020), stated that

there are two related streams of long-run economic costs that are central to the

discussion about lost learning during pandemic. This proves that the relationship

between educational performance and economic growth can be used to calculate

projections of the economic costs of learning losses. 

In the study of Demirguc-Kunt et al. (2020) entitled, “The Sooner, the

Better: The Early Economic Impact of Non-Pharmaceutical Interventions during

the COVID-19 Pandemic,” results suggested that countries that implemented non-

pharmaceutical interventions in the early stages of the pandemic appear to have

better short-term economic outcomes and lower cumulative mortality, compared

with countries that imposed non-pharmaceutical interventions during the later

stages of the pandemic. Therefore, the sooner non-pharmaceutical interventions

are implemented, the better are the economic and health outcomes. 

Aside from Covid 19 pandemic, European landing obligations on the

Spanish fishery also bring significant economic effect in small and micro-

businesses. The study of Fernández-González et al. (2023) entitled, “Assessing

the Economic Effects of the European Landing Obligation on the Spanish Fishery

in the Celtic Sea,’’ analyzed the potential economic effects of the landing
obligation on the Spanish fleet fishing in the Celtic Sea. The findings revealed

that the landing obligation has a significant economic impact on small and

microbusinesses. Moreover, the first years of partial application of the regulations

coincide with a drop in diesel prices that helps smaller companies maintain high

profitability.

In the study of Liu and Li (2023), entitled, “An Economic Analysis of on-

demand Food Delivery Platforms: Impacts of Regulations and Integration with

Ride-sourcing Platforms,” presented an economic analysis of on-demand food-

delivery platforms and investigates management strategies that protect restaurant

owners and for-hire gig workers in the sharing economy. Study showed that

collaboration between the two platforms can offer a Pareto improvement when the

market demand of the ride-sourcing service is relatively small. 

Moreover, the study of Vella Anggresta et al. (2023) entitled, “Prediction

of the Global Recession’s Effect on Indonesia’s Economy in 2023,’’ indicated

that Indonesia’s economic condition is considered quite ready and stable to face

the threat of global economic crisis in 2023. The research suggested that

Indonesia should focus on maintaining economic continuity in the real sector,

maintaining the supply of basic needs at the community level, building economic

independence by encouraging more production, and supporting political and local

stability. 

The study of Yu et al. (2020) entitled, “The Economic Impact of

Lockdowns: A Persistent Inoperability Input-Output Approach” created a model

to address the need to account for the long-lasting disruption caused by the

prolonged halting of business operations. Researchers used a persistent

inoperability input-output model (PIIM), to show that (1) sectors that suffer

higher levels of inoperability during quarantine period may recover faster

depending on their resilience; (2) initially unaffected sectors can suffer

inoperability levels higher than directly affected sectors over time; (3) the

economic impact on other regions not under lockdown is also significant. 

According to the study of Hidalgo et al. (2021) entitled, “The COVID-19

Outbreak and its Impact on Business Establishments: a study on Challenges and

Strategic Approaches,” study results confirmed the pandemic's negative effects at

the organizational level (including lower employee pay, a decline in headcount,

lost revenue and other cash shortages, extended collection times, issues with

logistics, delayed or canceled projects, disrupted supply chains, and labor access,

among others). Therefore, when firms who have been negatively affected by the

pandemic recover, this can also increase the rate at which the economy bounces

back. 

Similarly, the study of Bitonio (2022) entitled, “The Economic Impacts of

the COVID-19 Pandemic on Collective Bargaining Agreements in the

Philippines: A Descriptive Analysis,’’ focused on the impact of the pandemic on

collective bargaining. The study finds that collective bargaining at the enterprise

level continues to serve its main function of regulating the employment

relationship and adapting to enterprise-level problems. In regards, the study

suggested consideration of measures to enable collective bargaining at the sectoral

and industry levels as well as the development of a clear policy and action agenda

on social protection through tripartite and social dialogue mechanisms.

In accordance, the study of Yeboah et al. (2020) entitled, “Understanding

the Economic, Socio-cultural, and Environmental Impacts of Resettlement

Projects,” focused on exploring the socio-cultural, economic, and environmental

impacts of the Bui-Dam project in five resettled communities in Ghana. Results

revealed that while resettlement projects offer positive benefits, they also yield

negative impacts on the socio-cultural, economic, and environmental aspects of

the resettled population. The study suggested that it is therefore important that

policymakers carefully review and systematically integrate these concerns into

resettlement plans. 

In the study conducted by Rubylinda G. Gaffud et al. (2020) entitled,

“Socio-Economic, Cultural and Environmental Impact of the Balamban Festival

of Santiago City,” findings revealed that both types of respondents perceived that

positive impacts are beneficial in the four areas (social, economic, cultural, and

environmental) are advantageous to the community and that negative impacts are

a moderately serious matter to warrant attention from the local government and

the residents. Study also showed that there are no significant differences in their

perceptions on the impacts of the Balamban festivals when grouped according to

their age, gender, civil status, and educational attainment.

The study of Dofitas et al. (2022), entitled " Stigma, Psychosocial and Economic

Effects of Yaws in the Philippines: An Exploratory, Qualitative study," focused to

describe and compare the psychological, social, and economic effects of yaws

from the perspective of patients, contacts, and key informants in two areas of the

Philippines. Results revealed that aside from the physical discomforts and

embarrassment, yaws were considered stigmatizing in Mindanao, because positive

non-treponemal tests or treponemal antibody tests were associated with syphilis

and promiscuity. These have led to loss of employment and income opportunities

for adults with latent or past yaws.

Societal Effects

According to the Wiley Online Library (2021) article, the service

revolution asserts that through ICT advances and increased tradability of services,

society would continue to develop, resulting in rapid income development, job

creation, gender equality, and poverty reduction. The emergence of global service

production networks integrates outlying regions into the global economy and

creates new economic prospects in our society.

According to the article from Academy of Management (2019), stated

that the digital economy or platform economy refers to a rising range of digitally

enabled activities in business, politics, and social interaction. This proves that

the rapid growth of labels is just a reflection of the understanding that platforms

are already having significant effects on society, markets, and enterprises, and that

we are unsure about their dynamics and future orientations.

Furthermore, in the article from Sociologica (2020), claims that the rise of

digital platforms is viewed through the lens of three fundamental drivers that

accelerated the great shift toward marketization: technology, science, and the
state. This proves that the emergence of platforms is driven by the digital

infrastructures of cloud computing, big data, and algorithms; and while markets

were scientifically legitimized by economics, platforms deploy network theories

to perform social reality through their broad application. Platforms, like markets,

are not natural, but are the result of constant political battles that mold the

platform economy's integration into society's regulatory framework.

According to a World Bank article (2020), expanding digital adoption by

the government, corporations, and citizens is crucial not just for helping the

Philippines in adapting to the post-COVID-19 world, but also for achieving the

country's aim of creating a poverty-free society by 2040. As a result, the

government can take the lead in this societal digital transformation by

accelerating e-governance projects such as the foundational identification system

and the digitization of its processes and procedures, which will help promote

greater inclusion, improve efficiency, and increase security. 

Another article from the United Nations Development Programme (2022),

stated that the rapid growth of the use of digital platforms for business and e-

commerce in our society is called Platform economy. It especially tells the story

of how digital platforms have been used by women in our society to cope with the

COVID 19 crisis, especially on ensuring financial stability, balancing their

responsibilities and upgrading their skills. Platform economy is seen to be a great

equalizer, enabling women and other sectors to access more opportunities to

contribute in our society, while also juggling other responsibilities.

 In the study of Kritikos (2021), entitled "Online Platforms: Economic and

Societal Effects," stated how digital platforms are currently regulated under EU

law and maps the main regulatory challenges that their operation is raising in the

domains of competition and innovation, working conditions and labor markets,

consumer and societal risks, and environmental sustainability. As a result, the

study suggests that the regulatory challenges that arise from platform employment

include the mis-categorisation of platform employees; the disproportionate power

of platforms over workers; and the low wages facing many platform workers.

According to the study of Cutolo and Kenney (2021), entitled "Platform-

dependent Entrepreneurs: Power Asymmetries, Risks, and Strategies in the

Platform Economy,” online digital platforms organize and mediate an ever-

increasing share of economic and societal activities. Moreover, the opportunities

that platform-mediated markets offer not only attract enormous numbers of

entrepreneurs but also support the growth of entire ecosystems of producers,

sellers, and specialized service providers. The increased economic and business

significance of digital platforms has attracted myriad studies exploring their

power dynamics and general impact. 

The study of Kauffman (2020), titled "How Should We Understand the

Digital Economy in Asia? Critical Assessment and Research Agenda,” stated that

the digital economy in Asian nations involves revamping business processes

through technology innovation, government policies for growth, and digital

entrepreneurship. We analyze the “digital economy and society index”, and

attributes of nations, societies and economies, as a basis for framing our ideas. We
consider research directions prompted by data analytics and AI, the platform

economy, digital trade, fintech innovation, and societal and economic

sustainability. As a result, the digital economy has been fundamentally reshaping

the manufacturing industry in our society– beyond the bounds of individual

countries, with IT-driven knowledge enhancement, and a more effective global

industrial structure based on new technologies.

The study of Ulbrich et. al (2021), entitled, "Exploring the Dark and

Unexpected Sides of Digitalization: Toward a Critical Agenda," stated that the

digital technologies have been used by civil society groups such as Human Rights

Watch and Amnesty International to address human rights violations, by

environmental groups such as the World Wildlife Fund to protect animal species

and maintain biodiversity, and by developmental organizations such as UNAID to

organize food production/distribution and fight global hunger.

In the study of Kundu et. al (2020), entitled, “Societal Impact of Novel

Coronavirus (Covid-19 Pandemic) in India,” discussed the several societal

impacts of COVID-19 in health, economy, essential commodities, domestic

violence, politics, psychology, poor people, tourism for the novel coronavirus

spreading. With that, the government needs to have a better understanding in

order to improve the management in our society due to the outbreaks of infectious

disease.

According to the study of Albert (2021), entitled, "Measuring the

Platform: Economy Concepts, Indicators, and Issues,” the growth of e-commerce

and the platform economy is partly attributed to network effects, i.e., more users
making the platform more valuable. The e-commerce market, however, does not

solely depend on the extent of internet users. There may be issues of trust about

digital transactions in some societies, as suggested by the dominance of “cash is

best” paradigms. This may be why, before the pandemic, e-commerce had

shallow roots in the country.

According to study of Talidong et al. (2020), entitled, "Socioeducational

Implications of Technology Use during COVID19: A Case Study in General

Santos City, Philippines," digital technology enabled the continuation of social

relations and accelerated information dissemination related to COVID 19 while

maintaining a safe environment for the people in the society. Despite the

emergency, the use of "emerging technologies" holds great promise for the future

by overcoming traditional barriers to social contact, support exchange, and

information acquisition. Hence, there is a need to endeavor for empirical research

on virtual relationships amid the pandemic and post‐pandemic to understand how

technology is shaping the social connections, social behaviors, and educational

performance of the people in the society.

In the study of Porras et. al (2021), entitled, "Digitization of

exploitation: Study on the Platform Workers in the Big Economy in PH," the

advancement of capitalism and rapid development of new technologies have

driven innovations in the means of production. We have also seen that the

technology in the hands of the elite and in the name of profit do not benefit the

working class. That is not to say that the technology is inherently bad, for it is not.

Rather, the elite and the capitalist societies have taken advantage of science and
technology to advance their interests. The precarity of work still exists in many

countries and societies but the wages of the workers have not increased

significantly when compared to the increase in the wealth of the richest capitalist

in the world.

According to the study of Arellano et. al (2019), entitled, “The importance

of ICT in Society’s Needs: An Empirical Approach through Maslow’s Lens,"

the development of Information and Communication Technologies (ICT) has

strong potential to transform economies and societies in several ways, such as

reducing information and transaction costs, creating new collaborative models to

increase the efficiency of workers, promoting innovation, and improving

education and access to basic services. However, while we observe dramatic

changes in people's lives, it is difficult to find any effect in productivity statistics.

The same happened when computers were brought into society massively and this

phenomenon, known as the Solow Paradox, had already been observed in the

boost from information technology.

According to the study of Artajo et. al (2023), entitled " Disrupting

Together: Exploring Platform Cooperativism as a Pathway to ensuring Decent

Work in the Digital Labor Market," due to the rapid technological advancement

and increased internet connectivity in the 2000s, people across countries have

witnessed the rise in the production and delivery of a range of services

coordinated through online marketplaces or digital platforms. These economic

activities are now referred to as the ‘platform economy’ or ‘gig economy’ that

have allowed us to carry out various economic activities online, such as ordering
of food and groceries, booking a ride or home cleaning services, or buying other

remote freelancing services. Indeed, digital platforms have become one of the

prevalent features in many contemporary societies and have shaped radical

changes in how we organize socioeconomic activities.

Platform Economy

According to the article from Wikipedia (2020), the platform economy

consists of social and economic activity that platforms support. Many have been

enthusiastic, arguing that platforms can increase productivity, lower costs, reduce

inefficiencies in current markets, assist in the creation of entirely new markets,

provide flexibility and accessibility for workers, and be especially beneficial for

less developed countries. Therefore, arguments against platforms include that they

can worsen technological unemployment, that they help to replace traditional jobs

with precarious forms of employment that have little to no labor protection, that

they may cause declining tax revenues, and that too much platform use may be

harmful to communities psychologically and socially.

Additionally, The Literature Review of Platform Economy (2020), stated

that platform economy describes an industry of digital technologies that are

powered by the Internet, cloud computing, big data, and the Internet of Things. A

large number of platform enterprises are at the forefront, designing and

implementing a wide range of platforms, consumers, and service providers, and

influencing upstream and downstream businesses. Moreover, this lowers the

transaction costs of organizational rules and services and creates a new kind of

economic integration where resources are shared more evenly.

Understanding the Platform Economy and On-Demand Work (2021),

stated in this article that platform economy is an economy where human activity,

including social and economic, is facilitated by platforms. The most visible

impact of this preference can be seen on employment. Platform businesses are fast

becoming the largest employers. This proves that most businesses today prefer a

platform business model because of faster growth, higher efficiency, and better

scope for building scalable communities. 

Therefore, Philippine Institute for Development Studies (2020), presented

on this article the operation of digital platforms that examined their effects across

various industries, and examined the experiences of the Philippines and other

nations, with a focus on e-commerce and platforms for ride-hailing and delivery

services that there are various advantages and disadvantages of digital platforms

for attaining inclusive and sustainable economic development. This proves that

the economy as well as society will continue to change in ways that people cannot

yet completely predict due to the rise of numerous digital platforms and the

technology that power them. 

Moreover, according to the article Opportunities and Challenges in a

Platform Economy (2021), the platform economy is a distinct type of digital

economy. The platform economy is a subset of the digital economy, relies on

online infrastructures such as the cloud, network, and terminal to conduct

transactions, convey content, and manage operations using digital technology

tools. Platforms are not new, but thanks to the application of new technologies,

digital platforms have overcome many of the constraints that traditional platforms

faced in location, time, transaction scale, and information communication to reach

a whole new level of scale, substance, efficiency, and impact. As a result,

platforms will become even more prevalent, particularly in education, healthcare,

culture, media, home, apparel, and transportation. 

According to the study of Xiaolan F., Elvis A., & Pervez G. (2021),

entitled, "Digital Platforms and Development: A Survey of the Literature,” the

expansion of digital platforms has both positive and negative effects on how

society develops. On the one hand, the platform economy offers a wide range of

advantages and benefits to people from every aspect of life, including

convenience, speed, the development of additional value, and a wider variety of

options for customers. Additionally, digital platforms have the ability to promote

resource efficiency and sustainable development. 

According to the study of Kiesling (2020), entitled, "Plug-and-Play, Mix-

and-Match: A Capital Systems Theory of Digital Technology Platforms,” the

previous ten years have seen a transformation in company models, value

generation, and individualized customer experiences thanks to digital technology

and platforms. The study acknowledges the economic significance and variety of

multi-sided platform-based platforms, in promoting contact and the exchange of

goods and services. In addition, leading platforms may now not only develop and

retain a competitive edge but also provide individualized client experiences

thanks to these transitions and numerous advances.

 Relatively, the study of Saberian et al. (2020), entitled, “Linking Digital

Platforms’ Service Dimensions to Customers’ Purchase,” the findings show how

platform service quality dimensions affect customers' desires and intellectual

experiences. The development of digital service platforms, despite being new, has

recently made great progress, but many dimensions of digital platforms' service

quality have not been well-known yet. Therefore, companies also show that

customers of platforms have different priorities on the different platform service

dimensions, including platform services' ease of use, platform information

quality, services and products quality, platform customers’ interaction, and

platform design. 

Similarly, the study conducted by Lafuente et al., (2022), entitled,

"Analysis of the Digital Platform Economy Around the World: A Network DEA

Model for Identifying Policy Priorities,” stated that this study major findings

show that platform economies are highly varied among countries, which raises the

possibility that a well-informed, specialized approach to policy making could

result in more successful outcomes. If the goal is to establish a strategy that seeks

to qualitatively improve the system, then policies aimed at boosting the digital

platform economy should arise from the understanding of its key characteristics. 

Based on the study of Soriano et al. (2022), entitled, "The rise of worker

protests in the Philippine platform economy spotlights unfair work conditions,"

stated that there has been a rise in labor dissatisfaction among employees in the

transportation and delivery sectors of the platform economy during the past year,

despite the fact that the early years of the platform economy in the Philippines
were considered as a promise for the creation of jobs. The findings of this study

urgent attention and action to improve working conditions in the Philippine

platform economy. These take place against a context of increased worldwide

platform employees' collective action.

The study of Quimba et al., (2020) entitled, "Digital Divide and the

Platform Economy: Looking for the Connection from the Asian Experience,”

found that some groups of people have easier access to computers and the

internet, such as men, those who are more skilled/educated, those who reside in

urban or affluent areas, those with high levels of trust, and those who own assets.

The digital divide can be seen as a determinant for the use of digital platforms as

material access and skills access affect how digital platforms will be used and

maximized. Therefore, policy interventions should provide material access and

address other types of divide to reduce inequality caused by digital platforms. 

Similarly, based on the study of Hardaker, S. (2021), entitled, "Platform

economy: (dis-) Embeddedness Processes in Urban Spaces," stated that digital

platforms have accumulated significant power, redefining the roles of customers,

producers, and even ownership. The awareness of someone's embeddedness, or

how their activities are embedded in systems of social and societal relationships

and how they conceptualize their main functions and actions in relation to their

wider setting, is still insufficient despite their significant and influential role in

shaping our economic as well as sociocultural world. This paper argues that

digital platforms lack embeddedness due to unawareness, unaccountability and

non-transparency. It proposes the concept of embeddedness as a basis for future

research on the platform economy. 

The study of Soriano et al. (2021), entitled, "Performing 'Digital Labor

Bayanihan': Strategies of Influence and Survival in the Platform Economy,"

shows the function of a new type of worker influencers in the digital labor

industry who advocate for the sustainability of platform labor locally despite its

unstable and uncertain conditions. The study suggests that these effective tactics

address the labor ambitions of Filipino workers through a community-focused

approach reflected in the distinctive Filipino cultural value of bayanihan, which in

turn influences the collective establishing of platform workers to negotiate an

unstable market. Therefore, the study demonstrates how these techniques also

establish norms and standards in this largely unregulated industry, influencing

how local planetary labor markets are constituted in terms of labor mobility or

social instability.  

According to the study of Ramachandran (2023), entitled, “Growing the

Platform Economy,” states that lockdowns imposed by the Philippines

government in response to the COVID-19 epidemic have allowed the platform

economy of the nation to grow rapidly.  Platform economies are viewed as a

wonderful equalizer that gives women and other groups have more possibilities to

participate in economic activity while balancing other duties.

Given the higher rate of women's participation, smaller pay gaps, and increased fl

exibility that can help women balance their care and financial responsibilities, the 

platform sector's rapid growth could result in significant "gender dividends."
Therefore, these developments caused discussions on how these aspects of

digitalization could impact economic geography of various nations and create new

opportunities for economic recovery in the midst of pandemics. 

The study of Albert (2020), entitled, "Measuring the Platform Economy:

Concept, Indicators, and Issues," states that measures of the platform economy

have broad policy implications for ensuring that the platform economy's positive

social dynamics persist while limiting the possibility of escalating power

inequalities and gaps in society. Users of platforms may be vulnerable to personal

data misuse due to digital footprints left on those sites. Lack of confidence in how

platforms handle and store personal data might make platform users hesitant to

conduct electronic money transactions, which can hinder the expansion of

electronic commerce, as has been the case in the Philippines. Furthermore, given

the numerous difficulties in enforcing laws on cross-border trade in digital

services and goods, governments should be aware of the dynamics in the platform

economy.

Delivery Riders

An article about Labor Advisory On Working Conditions Of Delivery

Riders In Food Delivery And Courier Activities (2023) determined the growth of

digital courier services including the food delivery has become a necessity in

every Filipino during the pandemic. The respondent exposes themselves to

viruses to get an income that supports the everyday needs. The government

implements a policy to counter that kind of risk. It is called Labor Advisory No.

14, series of 2021 on July 28, 2021 to set out guidelines on general labor
standards, occupational and safety and health standards, as well as better working

conditions, for delivery riders in food and courier activities using digital 

An article published in Rappler (2021) stated that Lebanese riders claim

that despite the flexibility of delivery jobs are exploitative and stressful because

they lack the benefits of official employment. Due to theLebanon’s economic

meltdown destroys thousands of jobs and plunges three-quarters of the population

into poverty, so the riders cannot afford to lose the job even though the workload

is stressful. In the time of Covid-19 lockdown the delivery services get the peak

of demand and gives opportunity to the delivery riders.

According to The Manila Times Covid-19 Pandemic was the catalyst of

digital innovation that positively affected the way of living of every Filipino and

the service provided in that situation. Take into account the widespread usage of

food delivery services that not only made it possible for customers to eat, but also

for businesses to remain open during lockdowns and shutdowns. The rider, who

completes the transaction started on a digital platform by physically bringing the

ordered goods or services to your door, is at the other end of the business cycle.

Another article issued by Esquire (2022) stated that Filipinos are using

Grab as a new search engine to discover new brands and dishes. Even at lunch,

the online food service is convenient to every Filipino. In that instance the food

delivery rider gains more traffic and orders on their side.

Lastly, in the article issue by Philippine Digital Justice Initiative (2021),

the current issues of GrabFood courier the transport network vehicle services

(TNVS) like Grab, Foodpanda, Lalamove, Angkas and other comparable

businesses have become a common sight over the past few years and have proven

to be an essential companion in the daily lives of most of us, especially during the

early months of the pandemic. This is due to the digitalization of our daily lives

and the economy in general

In the study of Andal JR. P. (2022), entitled, "Thesis About Food Delivery

Services in Lipa City, Batangas," stated that rapid expansion of technologies in

food delivery services affect the traditional restaurant. The advanced food online

ordering system has transformed the restaurant culture and created a new class of

comfort zone for individuals. Implying convenience and other importance to

motivate people to buy new products.

According to the study entitled, "Work, Health, and Safety Conditions of

Delivery Riders in the Philippines during COVID-19 Pandemic" by Binghay, V.

C. et al (2022), found out despite the bad condition of the body some of the

respondents push themselves to work. Due to low-income status the respondent

pushed to work as delivery rider.  A regular delivery rider is exposed to different

risks like dirt roads, a lack of traffic signal, presence of wandering animals and

irresponsible pedestrians, sometimes weather and health conditions.

In the study by Tus J. (2022), entitled, "Food at Speed of a Click: The

Experiences and Challenges Faced by Food Delivery Riders Amidst the COVID-

19 Pandemic," is intended to examine the challenges and experience faced by the

respondent.  The respondents are struggling with the pandemic, particularly how

it has affected their psychological states, which has driven them to plan and set

boundaries for themselves. Moreover, respondents always decide to have courage

and trust in the face of challenges and problems on a physical, mental, and

psychological level.

Another study by Buncaras Z. et al. (2022), entitled, "Food at Speed of a

Click: The Experiences and Challenges Faced by Food Delivery Riders Amidst

the COVID-19 Pandemic," Covid-19 pandemic bring a massive change in society

and also give an stressful situation for the respondents. They are struggling with

the pandemic, particularly how it has affected their psychological states, which

has driven them to plan and set boundaries for themselves. Furthermore, the

respondents always choose to have courage and faith in the face of trials and

struggles on a physical, emotional, and psychological level.

Moreover, the study of Awi E. (2021), entitled, “The Delivery Rider

Students Amid the Pandemic and Its Implication to Online Learning Education,''

examines how a respondent balances its workloads and student tasks

simultaneously. Due to the financial problem they enter the delivery work to

enable them to sustain the necessities. Proper scheduling is a big factor that helps

the respondent to balance the workloads and studies.

In a study of Rusli R. et al. (2022), entitled, “A Comparison of

Characteristics Between Food Delivery Riders with and Without Traffic Crash

Experience During Delivery in Malaysia,”' stated that young and full time riders

are highly involved in traffic crashes on the road. Due to the less experience of a

young respondent have a high risk of traffic crashes. Through this study the

agencies will have a guideline to design and develop awareness programs for the

target respondent.
 The study entitled, "Optimization of Rider Scheduling for a Food Delivery

Service in O2O Business," by Xue, G. et al (2021) creates a two-stage model to

address rider optimization issues in the on-demand food delivery industry. It

subdivided the municipal level region into smaller sub-regions and sub-time

periods and used an ALNS heuristic to find a near-optimal solution. And found

out that fewer delivery riders were required than in the current system. Savings

after using the model totaled 4200 CNY. The proposed model and algorithm can

improve delivery rider scheduling by optimizing the number of delivery riders in

each subregion.

According to the study of Puram O. et al. (2021), entitled, "Last-mile

Challenges in On-demand Food Delivery during COVID-19: Understanding the

Riders' Perspective Using a Grounded Theory Approach," stated the difficulties

faced by the respondent are grouped into a grounded model that includes

operational, customer-related, organizational, and technological problems. And

determined, some of the problems with the ODFD supply chain are inherent, but

COVID-19 has revealed and exacerbated them dramatically, while other problems

are unique to the epidemic.

According to the study of Aguilera, A. et al. (2022), entitled, "Platform-

based Food Delivery in Paris Before and During the Pandemic: Profile,

Motivations and Mobility Patterns of Couriers," determined that platform-based

delivery is primarily and temporary activity carried out by young males of foreign

origin. Platform-based delivery is a dangerous activity with a high risk of road

accidents, according to data on mobility patterns. Many couriers break the law in
order to increase their income by riding motorized two-wheelers, which are not

legal in France. The pandemic drove many students to work as platform-based

delivery couriers to compensate for a lack of financial sustainability

Lastly, the study of Defossez D. (2021), entitled, "The employment status

of food delivery riders in Europe and the UK: Self-employed or worker?"

discussed how to reshape labor laws to accommodate these new formats.

Regulating the work of all the respondents, not just bike riders, necessitates a

delicate balancing act. Regulation is desperately needed, as a lack of regulation,

combined with the imbalance created by the platforms' structure, has resulted in

an increase in the number of cases being brought at the national level. As for the

result’s solution to the COVID pandemic necessitates a delicate balancing act in

order to avoid limiting the gig economy's flexibility.

In generalized idea, the foregoing related studies can be synopsized with

the conclusion that the previous and present study contains similarities in terms of

exploring the economic and societal effects of platform economy on the lives of

delivery riders and some differences to the current study as further discussed.

The study of Demirguc-Kunt et al. (2020) is similar to the present study as

it discussed that interventions in the early stages of the pandemic appear to have

better short-term economic outcomes and lower cumulative mortality.

Additionally, the study of Liu and Li (2023), both presented an economic

analysis of on-demand food-delivery platforms and investigates management

strategies that protect restaurant owners and for-hire gig workers in the sharing

economy.
 The study of Vella Anggresta is similar to the objectives of the present

study on maintaining economic continuity in the real sector. The study of Yu et al.

(2020) created a model which is similar to the study of Hidalgo et al. (2021) that

address the need to account for the long-lasting disruption caused by the

prolonged halting of business operations.

The study of Bitonio (2022) in accordance to the study of Yeboah et al.

(2020) and Rubylinda G. Gaffud focused on exploring the socio-cultural,

economic, and environmental impacts of the local government and residents.

The study of Kritikos (2021) si similar to the study of Cutolo Kenney

(2021) on the opportunities that platform-mediated markets offer to increase

economic and business significance of digital platforms. According to the study of

Puram O. et al. (2021) and Defossez D. (2021) COVID-19 has revealed many

students to work as platform-based delivery couriers to compensate for a lack of

financial sustainability.

The gap in the studies is that there is a lack of sufficient studies about

delivery riders working in platform economy. It is crucial to identify the

economic and societal effects that faced by the delivery riders on daily basis,

since platform economy is beneficial only to developing countries. Moreover, the

studies for economic effects and societal effects needs to be more precise since it

is needed to promote a more comprehensive understanding of the challenges that

are faced by the delivery riders. Furthermore, in platform economy, there is a

need of more specific focus since it is a broad term. While, in delivery riders,

there is a lack of specific types of delivery riders, therefore, there is a need for
more comparison on the different delivery couriers. Lastly, this current study will

fill these gaps by identifying the economic and societal effects that the delivery

riders faced and the benefits of the platform economy to the lives of the delivery

riders in Daet, Camarines Norte while investigating the insights with regard to

platform economy since there is a limited knowledge about the approaches of

platform economy toward the lives of the delivery riders and the benefits of these.

Theoretical Framework

This study will use a combination of Labor Process Theory by Harry

Braveman (1970’s), Conflict Theory by Karl Marx (19th Century), and Diffusion

of Innovation Theory by E.M. Rogers (1962). These theories will be beneficial in

accomplishing the objectives of this study and to analyze the role of platform

economy and delivery riders in the economy and society.

Labor Procedure Theory, developed by Harry Braveman in 1970’s,

analyzes how a workforce's labor power is directed toward the production of

commodities that can be sold to make a profit. It analyzes the management and

control and how these are used to reduce the power the working class have. This

theory will focus on the labor process, wherein delivery riders are materialized or

objectified based on their use on the platform economy. It will also help identify

the connection and concerns between delivery riders and the economy. 

Conflict Theory by Karl Marx developed in the 19th century, states that

social order is maintained by domination and power, rather than by consensus and

conformity. This theory also views social and economic institutions as tools of the

struggle among groups or classes, used to maintain inequality and the dominance
of the ruling class. In addition, this theory wants to understand how power

relations shape the opportunities and wellbeing of the society. It seeks to explain

the wide range societal phonema that workers - in this study delivery riders, are

facing. This theory will help understand how platform economy and society

affects the lives of delivery riders through conforming to the societal beliefs on

power over the workers.

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in

1962, sought to determine how an idea or product gains momentum and diffuses

through a specific population or social system. The end result of this diffusion is

that people, as part of a social system, adopt a new idea, behavior, or product. The

researchers will use this theory in order to understand how platform economy

diffuse such information by using delivery riders as one of their means to connect

with the society and grow. This theory will also be used in order to identify the

positive effects of platform economy on delivery riders. 

The aforementioned theories are relevant to the current study as it will

guide the researchers in delivering its purpose and objectives. Labor Process

Theory will help identify how the economy affects the lives of delivery riders in

the platform economy. Through Conflict Theory, the study will determine what

are the societal effects the delivery riders are experiencing. Lastly, Diffusion of

Innovation Theory will be used to understand the flow of activities made by

platform economy and delivery riders.

Labor Process Theory and Conflict Theory is connected through a

downward arrow because it will provide necessary information that will help
Diffusion of Innovation Theory which is the center and highlighted part of the

paradigm for it will be one to help this study identify the connection between

society, economy, platform economy, and the delivery riders. Diffusion of

Innovation Theory is connected through the outcome of the study for it will

identify the positive effects of platform economy to the delivery riders lives. 

In conclusion, Diffusion of Innovation as the center of the paradigm

doesn't mean that it will be the only one used. The information gathered by using

the Labor Process Theory and Conflict Theory will also be beneficial to know the

societal and economic effects of platform economy on delivery riders. 

Figure 1. Theoretical Paradigm
Conceptual Framework

The conceptual framework of this study will be based on the relationship

between independent and dependent variables. This section will represent the

researcher’s examinations of the literature on how to explain a phenomenon, as

well as the process of implementing the guidelines to outline the process of

accomplishing each of the objectives of the study.

Independent variables are the variables that the researchers can manipulate

or control. In this study, independent variables are used to scrutinize in exploring

the economic and societal effects of platform economy in the lives of delivery

riders. First, this includes the profile of the respondents in terms of sex, age,

educational attainment, and years in service as a delivery rider; second, to identify

the economic effects that delivery riders are experiencing in terms of labor,

macroeconomic instability, low growth, lack of fiscal space, and lack of quality

jobs; third, to identify the societal effects that delivery riders are experiencing in

terms of inequality, health, demographic change, and well-being, education, rapid

population growth, and discrimination; fourth to determine the measure of

effectiveness of the platform economy to improve the lives of the delivery riders

in terms of employment growth, market efficiency, protection of rights, economic

growth, and boost innovation.

Dependent variables, on the other hand, are uncontrollable variables and

are dependent prior on the tested results of the independent variables. In this

study, the dependent variable is to formulate a capacity development program that

introduces the benefits of the platform economy in order to assist delivery riders

in gaining more knowledge and abilities.

The use of square is to consolidate the independent variables in the

diagram below to join together as a whole the effects of the variables have to one

another. The lines are used to form a unit between all the indirect variables to

each other. This means that the orders of one of the independent variables

establish the dependent variables.

The circle in the middle of the square represent the dependent variable

which are the capacity development program that will introduces the benefits of

the platform economy in order to assist delivery riders in gaining more knowledge

and abilities.

The conceptual paradigm proposes that the identified independent

variables and their relationship with each other will have a direct impact on

establishing the dependent variables to formulate a capacity development

program.
Figure 2. Conceptual Paradigm
 Chapter 3

METHODOLOGY

This chapter constitutes the methods and procedures that will be used in

gathering the relevant data about the respondents, instruments needed for

obtaining responses, and statistical tools employed for analyzing and interpreting

the acquired information.

Research Design

This study will use a descriptive quantitative research design to utiliza

surveys and collect data about the vegetable farmers. McCombes (2022) defined

descriptive quantitative research design as a type of quantitative research design

appropriate in measuring the variables to establish associations between the

variables of the study.

Relatively, the researchers decided to use this type of research design as it

is likely to provide rich insights in determining and elaborating the roles of green

marketing in achieving sustainable development in agri-business of Daet. This is

to ensure that the study will accurately describe the activities in farming, the green

practices, roles in achieving sustainable development, the challenges that are

encountered, and to analyze how well the green marketing contributes to the

vegetable farmers’ sustainable development.

Population of the Study

The respondents of this study are the vegetable farmers residing at Daet,

Camarines Norte. The qualified respondents of the study are the Municipal
Agriculture office-registered of the selected municipality, Daet, Camarines Norte.

Vegetable farmers are defined as vegetable growers that perform routine tasks on

vegetable farms or market gardens, such as cultivating and fertilizing soil, and

planting and irrigating crops (Labour Market Insights, 2021).

         Based on this idea, the researchers are able to conceptualize vegetable

farmers as vegetable growers who ventured to raise and harvest vegetables for

profit. This study focuses solely on farmers that raise a variety of vegetables,

including beans, potatoes, corn, carrots, tomatoes, lettuce, peppers, etc. in Daet.

Considering that the vegetable farmers in Camarines Norte are residing in Daet,

according to the Municipal Agriculture office. Aside from that, it will be more

accessible to the researchers than those in other municipalities. 

Sampling Procedure and Techniques

      In selecting the respondents, the researchers will use purposive sampling to

select twenty-five (25) random respondents. Jordan (2021), defined purposive

sampling as a form of non-probability sampling in which researchers rely on their

own judgment when choosing the members of the population to participate in

their surveys, hence otherwise known as judgmental, selective, or subjective

sampling. Consecutively, researchers decided to subjectively select the

municipality of Camarines Norte, with 25 respondents in Daet.

Data Collection

The researchers follow an orderly procedure in collecting relevant

information to create a questionnaire that corresponds with the objectives

presented in Chapter 1. Moreover, it intended to accumulate descriptive

quantitative information necessary to furnish objective results about the subject of

the  study. This is made up of variables produced from thorough study analysis

and conclusions, which were then integrated into its indicators along with relevant

findings, conclusions, and recommendations. The draft of the survey

questionnaire will be given to the research adviser and moderators for review,

before distributing the survey questionnaire. In addition, a dry run will be

performed to evaluate the validity of the chosen research instrument. 

Furthermore, a letter is included upon performing a face-to-face interview

with the chosen respondents to enhance the questionnaire's quality and identify

any inconsistencies that can compromise the data analysis. The research

instrument will be divided into five (5) essential parts with each part

corresponding to the enumerated objectives of the study. The first part entails

questions with regard to the profile of the respondents. The second part will

identify the green marketing practices of farmers in terms of the $P’s of

marketing. The third part contains the roles of green practices in achieving

sustainable development of agri-business. The fourth part identifies the challenges

faced by the respondents in achieving sustainable development. Lastly, the fifth

part contains how well green marketing contributes to the vegetables farmers’

sustainable development. In addition to this, the researchers will use a closed-

ended survey questionnaire in the survey forms in collecting the responses from

the respondents. Closed-ended survey questions give a limited set of answer

options that does not allow the respondents to provide a unique or unanticipated
answer, rather offer specific customer feedback about a focused-area (Chattermill,

2018).

Moreover, while distributing the survey questionnaire, the researchers will

provide assistance to respondents in answering the survey questionnaire by

providing additional details and explanations for clarification. After data

collection, all the data that will be gathered shall undergo checking and tabulation

for data analysis before discussing the results based on the collected responses

through the respondents.

Tools for Data Analysis

     In analyzing the data in the study, the researchers used the following statistical

tool.

Percentage technique. A percentage frequency distribution is a display

that indicates the percentage of observations for each data point or grouping of

data points (Percentage Distribution, 2022). This technique will guide the study to

accurately measure the frequency of the collected responses corresponding to

determine the activities of the respondents through the given formula as follows.

       P=f/N×100%        

       Where:

       P = percentage

       F = total frequency 

       N = total number of respondent 

       100 = constant
 Weighted Mean. The weighted mean, as defined by Corporate Finance

Institute (2022), is a type of mean that is calculated by multiplying the weight

with its associated quantitative outcome and then summing all the products

together. This tool will be used to identify the green marketing practices and the

roles of green practices in achieving sustainable development and also to identify

the challenges encountered and analyze how well green marketing contributes

through the use of the formula illustrated below.

WM=∑fx/N 

      Where: 

      WM= weighted mean

      ∑= summation

      F= frequency

     X= the weight of respondents

      N= total number of respondents

Ranking. A ranking scale is a close-ended scale that allows respondents to

evaluate multiple row items in relation to one column item or a question in a

ranking survey and then rank the row items. This statistical tool will be used to

interpret and rank the identification of the green marketing practices and the roles

of green practices in achieving sustainable development and also to identify the

challenges encountered and analyze how well green marketing contributes (Blog,

2020).