THE CORRELATION BETWEEN THE LEVEL OF GREENWASHING

AWARENESS AND THE LEVEL OF GREEN PRODUCT PURCHASE

OF THE ECO-AMBASSADORS OF ST. MARY’S

COLLEGE OF BALIUAG

A Research Paper Presented to the Faculty of Senior High School of

St. Mary’s College of Baliuag

In Partial Fulfillment of the Requirement in Inquiries, Investigations, and Immersion

Submitted to:

Mrs. Marie Cris V. Robielos

Submitted by:

Batac, Giuliana Gail M.

Dela Peña, Russel A.

Gagui, James Israel O.

Mendoza, Jodie Maurizia T.

STEM

May 2022
 TABLE OF CONTENTS

ABSTRACT

ACKNOWLEDGEMENT

DEDICATION

I. CHAPTER 1: THE PROBLEM AND ITS BACKGROUND

Introduction …………………………………………………………………………….10

Statement of the Problem ………………………………………………………………12

Significance of the Study ………………………………………………………………13

Scope and Delimitation ………………………………………………………………...15

II. CHAPTER 2: REVIEW OF RELATED LITERATURE

Greenwashing and Green Product Purchase ……………………………………………17

Past Research Methodologies and Chosen Respondents ……………………………….19

Conflicts brought about by Greenwashing ...……………………………………………20

Level of Awareness about Greenwashing ……………………………………………….22

Greenwashing Tactics …………………………………………………………………...23

Perceptions and Effects of Greenwashing to Green Product Purchases………................23

Limited Number of Research about Greenwashing ……………………………………..24

Most Common Reasons and Factors for Green Product Purchase ……………………...25

Reasons Why Consumers Buy Greenwashed Products …………………………………26

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 Theoretical Framework ……………………………………………………….................27

Conceptual Framework ………….………………………………………………………31

Hypothesis of the Study …………………………………………………………………32

Definition of Terms …………...…………………………………………………………33

III. CHAPTER 3: RESEARCH METHODOLOGY

Research Design ….……………………………………………………………………...37

Respondents and Sampling Procedure……………………………………….…………..38

Research Instrument ……………………………………………………………………..39

Research Procedure ……………………………………………………………………...42

Data Analysis ……………………………………………………………………………44

Statistical Treatment …………………………………………………………………….46

IV. CHAPTER 4: PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Frequency and Percentage Distribution of Respondents ……..…………………………51

Average Level of Greenwashing Awareness ……………………………………………54

Average Level of Green Product Purchase ………...……………………………………56

Greenwashing Awareness and Green Product Purchase …………………….…………..58

Pearson R Product-Moment Coefficient and Hypothesis Testing Table ………………..59

V. CHAPTER 5: SUMMARY, CONCLUSION, AND RECOMMENDATION

Summary of Findings ……………………………………………………………………83

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 Conclusion ……………………………………………………………………................86

Recommendations ……………………………………………………………………….90

REFERENCES …………………………………………………………………………………94

APPENDICES

Appendix A: Letter of Consent for Respondents (Quantitative Research) …...………..101

Appendix B: Letter of Consent for Respondents (Qualitative Research) ……………...103

Appendix C: Validation Letter …………………………………………………………104

Appendix D: Quantitative Survey Questionnaire ……………………………………...106

Appendix E: Qualitative Survey Questionnaire ………………………………………..124

Appendix F: Tally Sheet ……………………………………………………………….128

Appendix G: Regression ……………………………………………………………….136

Appendix H: Mean and Standard Deviation ………………………………………...…136

4
 ABSTRACT

Creating environmentally sustainable products are one solution to the ever-changing

problem of environmental pollution. In keeping with the trend, most businesses use

greenwashing in their marketing. Greenwashing is the practice of claiming that a product is

environmentally friendly while engaging in non-environmentally friendly practices. The goal of

this study is to look into the connection between greenwashing awareness and green product

purchases and further look into details on how the two variables ended up with a negligible

correlation. The researchers assessed 42 Eco-Ambassadors of St. Mary's College of Baliuag

using a 5-point Likert scale and an adapted Halverson's (2019) questionnaire. To collect the

needed qualitative data, researchers developed another questionnaire modified from the study's

specific questions. The study utilized a mixed-method research design, specifically a

correlational and explanatory design. Online surveys were chosen as the most convenient method

of disseminating both questionnaires. The data analysis revealed that the participants were aware

of greenwashing practices. According to the findings, Eco-Ambassadors might or might not

purchase green products based on their purchase intentions concerning their greenwashing

awareness. In addition, the study concluded that there was a negligible correlation between the

two variables. Following the qualitative analysis, it was discovered that the majority of the

participants had become skeptical about their purchases, which explains why the quantitative

research yielded a negligible correlation.

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 ACKNOWLEDGEMENT

The researchers have put a lot of time and effort into this mixed-method research.

However, it would not have been possible without the assistance of many people. The

researchers would like to express their heartfelt appreciation to everyone who contributed to the

success of this study.

To Ms. Cherilyn Robles and Mrs. Marie Cris Robielos, their ever-hard working Practical

Research II and Inquiries, Investigations, and Immersion advisers in particular, for their guidance

and constant supervision, as well as for providing important and necessary information regarding

this assessment.

To Mr. Rabin Canuzo, the person who validated their survey questionnaires, for the time

he had lent, as well as the time he had spent to be able to confirm the contents it includes.

They also owe their family a great debt of gratitude for their utmost support,

encouragement, and cooperation which truly helped the researchers finish this study.

To their ever-loving friends who have always been there through this roller-coaster ride,

the researchers deeply cherish their transparency throughout this research.

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 They would also like to express their deepest gratitude to the Lord Almighty for all His

unwavering graces that guided the researchers throughout the completion of their tasks.

To their co-research mates, they would like to extend their deepest appreciation to them

for the amount of effort the team has put into the task to accomplish this study. The dedication

and sincerity to pursue this assessment was exemplary and having these people as their research

mates have helped them take on this task that would not have been possible otherwise.

Finally, the researchers would like to extend their sincere gratitude and earnest

appreciation to all who assisted them directly or indirectly in collecting more knowledge and

developing this research.

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 DEDICATION

The creation of this research was a journey more than anything, and it would not have

been possible without the researchers’ families, friends, research advisers, and themselves. The

researchers dedicate this work, The Correlation Between the Level of Greenwashing Awareness

and Level of Green Product Purchase of the Eco-ambassadors of St. Mary's College of Baliuag,

to their loved ones and their research advisers.

All this would not have been possible without the love and care of the researchers’

families. The researchers thank their families for providing them with the resources to finish and

succeed in this research. The researchers share their gratitude to their families for putting them in

a position where success is reachable and attainable. The researchers dedicate this research to

their families.

This research was a struggle and a challenge, yet the researchers were still able to finish

with much motivation and inspiration. The researchers thank all their friends and network for

giving them support and motivation throughout the whole journey. The researchers thank their

friends for pushing them to their very best. The researchers dedicate this research to their friends.

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 The direction for every part of this research came consistently from two people. Such

provided the researchers with knowledge and expertise for the whole process. The researchers

share their gratitude and love to their research advisers for guiding them throughout the whole

journey. The researchers thank their advisers for constantly lending their minds to the betterment

and improvement of their work. The researchers dedicate this research to their research advisers.

Lastly, to themselves, the researchers would like to give themselves a compliment and a

pat on the back for staying strong and well throughout the whole research process. The

researchers compliment themselves for succeeding in such a task.

It was a long journey for everyone. The researchers thank all of those who made this

successful research possible.

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 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

The first chapter of this study aims to delve into the problems encountered during the

research process. It aims to shed light on its background and the factors that may influence it.

This chapter serves as the researchers' study outline, which will be used in the subsequent

chapters. It includes a brief description of how the researchers came up with the study, the

research questions and problems that are intended to be addressed, the beneficiaries of the

research, and the scope of the comprehensive investigation.

Introduction

With the ongoing climate change and pollution globally, it seems like more people

become more concerned with the environment's current condition. As a result, more companies

started taking necessary actions to help the environment. Numerous companies started

manufacturing green products that serve as eco-friendly alternatives to certain products.

Companies will make claims that their products are "environmentally friendly" or "recyclable"

by adding green labels or simply making their packaging more greener and nature-esque in

appearance (Halverson, 2018). Although some companies are true to their claims about their

green products, some are not and it is alarming since many customers are deceived by the false

claims provided by these companies. This is known as greenwashing, it is the act of making false

impressions or claims to make their products look environmentally friendly. With the help of

TerraChoice, they provided a brief list of tips to recognize a product that has undergone

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greenwashing. This is what they call 7 sins of greenwashing, an example could be the vagueness

of a label, the use of an irrelevant label, or simply the use of a fake label in a product packaging.

Here in the Philippines, greenwashing is prevalent through the presence of foreign

clothing brands, gas companies, and food and beverage companies. When it comes to clothing

brands they often deceive customers about the textiles they use, making it seem like it is more

sustainable when in reality it is simply cheaper than other textiles. On the other hand, gas

companies are known for promoting their sustainable and green practices, when in fact they are

accountable for the contribution of fossil fuel emissions that can greatly harm the environment.

Lastly, the food and beverage companies are known for making claims like “100% recyclable” to

their packaging, but in reality, they are the biggest contributors to plastic pollution. In addition,

they also use health claims like “organic” and “natural” to make it seem that their product is a

healthier alternative. And all these tactics that companies do to earn profits from their businesses,

have been able to manipulate and cause confusion among consumers. These issues have led the

researchers to arrive at the following questions: (1) What is the average level of greenwashing

awareness among individuals? (2) What is the average level of green product purchases among

individuals? (3) What is the relationship between an individual’s greenwashing awareness and

their green product purchase? (4) What other factors lead to the negligible correlation between

the Eco-Ambassador's green product purchase and their greenwashing awareness?

In line with the questions previously stated, an organization in St. Mary’s College of

Baliuag, a school from Bulacan, is known for its campaigns and actions for the environment. The

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organization namely the Eco-Ambassadors has led the researchers to take time and conduct

research about their greenwashing awareness concerning the level of their green product

purchases. This research will serve as a tool for awareness about greenwashing, to shed light on

people to be aware of these strategies used by companies to deceive them into purchasing their

products. This will also serve as an eye-opener for greenwashing companies with their actions

and their massive effect on the environment.

Statement of the Problem

The Statement of the Problem addresses issues where there is uncertainty and incomplete

understanding. It is divided into two sections: General Problems and Specific Problems. The

General Problem establishes the overall perspective and direction of the investigation, whereas

the Specific Problems are questions derived from the General Problem. It is more specific and

delves deeper into the study's details.

General Problem

This research seeks to determine the relationship between the level of greenwashing

awareness and the level of green product purchase of the Eco-Ambassadors of St. Mary's College

of Baliuag.

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Specific Problems

Specifically, this study seeks to answer the following research questions:

1. What is the average level of greenwashing awareness of the Eco-Ambassadors of St.

Mary’s College of Baliuag?

2. What is the average level of green product purchase of the Eco-Ambassadors of St.

Mary’s College of Baliuag?

3. What kind of correlation do the greenwashing awareness and green product purchase of

the Eco-Ambassadors of St. Mary’s College of Baliuag have?

4. What other factors lead to the negligible correlation between the Eco-Ambassador's green

product purchase and their greenwashing awareness?

Significance of the Study

This section sheds light on the study's benefits and who will gain advantage from it. It discusses

the significance and importance of the topic at hand. The following people will benefit from this

research:

1. To the Eco-Ambassadors

As the subject of the study, this research would be of great help to the

Eco-Ambassadors. Based on the future result of the research, it would greatly benefit

them in terms of developing their knowledge of the subject.

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2. To the Students

As students are thought to be wise in choosing their products, they would be able

to adapt the skill on arriving at a sustainable conclusion.

3. To the Parents

In most situations, parents are the pioneer influence in the choice of their children.

With this study, parents, together with their respective families, can help influence each

other’s insights.

4. To the Green Product Consumers

The research would be of great help to the green product consumers as they would

be able to differentiate between what product is eco-friendly to those who just

claim it. It can also help in a way that it gives light on those marketing strategies

that may deceive consumers.

5. To the Researchers

The researchers would not only be enlightened by the subject but also help create

change. As the researchers are also students, it gives them a chance to learn during the

process and enhance others' knowledge after the research.

6. To the Future Researchers

Future researchers can continue to develop the study. The ground provided for

them, to begin with, would be of great help for researchers who would want to conduct a

study with the current researchers’ study.

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Scope and Delimitation

The Scope and Delimitation of the study is the parameter that covers the depth of the

study. It tackles the overall range of the research process and also the variables that will not be

included in the investigation.

Scope of the Study

This study utilized a mixed-method type of study, specifically a correlational and

explanatory design. Its goal was to determine the relationship between the level of greenwashing

awareness and the level of green product purchase of the Eco-Ambassadors of St. Mary's College

of Baliuag. The researchers used a survey questionnaire to determine the quantitative scale of the

level of greenwashing awareness and the level of green product purchase of the

Eco-Ambassadors. Subsequently, they conducted an online interview in Google Survey Forms

using interview questions, specifically, open-ended ones.

Halverson's 2018 study, Consumer Perceptions of Greenwashing: Understanding

Awareness, Trust, and Effectiveness, was the main inspiration used on the questionnaire created

by the researchers to assess the respondents' standing. Moreover, the following are the areas of

the study that the researchers used over the course of eight (8) months: The researchers began by

properly conceptualizing the study in October. The title defense for the quantitative research was

put in place. As a result, Chapters I and II were introduced. For November, the researchers

polished Chapter II and began the data collection through the use of survey questionnaires. As

15
December progressed, the researchers began formulating conclusions and interpretations of data

results. Final revisions for the quantitative scales of the study also took place around this time of

the month. The use of the mixed-method began in January. At this point, the study's first chapter

has been completed. The researchers had finished Chapters I and II by the end of February and

were ready to conduct online interviews to obtain data. Based on the data acquired, the

researchers concluded and offered interpretations in March. In April, the qualitative data for the

mixed-method were finalized and revised. The mixed method's finalizations, both the

quantitative scale and the qualitative data, will be completed in May. The final defense was

completed in the same month. As a result, the mixed-method study has come to an end.

Delimitation of the Study

This study lasted for eight (8) months, specifically from October 2021 up to May 2022,

as this was the time allotted for the researchers. Furthermore, the research was conducted in the

researchers' homes because it was the most practical and convenient way to conduct the study,

given the researchers' situation. Confounding variables were not entertained during the research

process nor even after the research itself. This may include the Eco-Ambassador's budget

allocated for green products and the premium pricing of green products (Chekima, Chekima,

Igau, Sondoh, & Wafa, 2015).

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 CHAPTER II

REVIEW OF RELATED LITERATURE

Review of Related Literature

This part of the study contains all the relevant research and literature that may support the

researchers’ foremost steps that they will undertake to gather results, data, and findings.

Specifically, this section involves information about all the variables used as the study

progresses. Thus, these references shall justify all the methods utilized in the research.

Greenwashing and Green Product Purchase

“Green” and more sustainable options are found to be promoted to consumers at nearly

every purchasing decision. What most people fail to recognize is the fact that such products may

not be as “green” as they seem (Halverson, 2019). In the early 1990s, Furlow (2010) asserted

that there was tremendous growth in products touting environmental claims. The "green"

phenomenon of the 1990s faded almost as quickly as it emerged. However, many producers are

reconsidering the merits of presenting their products, even themselves, as "green" to appeal to a

growing environmentally conscious market. With that, companies started to make claims that

seemed environmentally friendly but were vague in reality. At times, such companies would

commit fraud to attract a "green" target market. Thus, "greenwashing" had become prevalent to

its audience with no in-depth knowledge of what was behind these "green" products. Under

17
pressure from shareholders to increase profits, some businesses were torn between maintaining

their good name and succumbing to the temptation of greenwashing (Choice, 2010).

Moreover, the word "greenwashing" was coined by Jay Westerveld, an American

environmentalist in 1986, to describe the practice of making inappropriate or inflated claims

about sustainability to obtain market dominance (Dahl, 2010). In simple terms, greenwashing

aims to convey misleading information and deceive potential customers into believing that a

company's products are environmentally friendly without digging deeper about it. This was

because the population had very limited access to a variety of information sources during this

time. The majority of advertisements were broadcast on television, radio, and print media. Thus,

this paved the way for businesses to create the illusion that their unsustainable practices are

environmentally friendly. On the other hand, "green product purchase" refers to the possibility

and desire of a customer to make a green purchase. Such customers are defined to select more

sustainable goods compared to traditional products now that the impact of the manufacturing

process tends to be overridden by environmental ramifications (Budi, Dyah, Hery, & Bayu,

2018).

With that propaganda, Yadav and Pathak (2017) affirmed that potential consumers have

indeed been impacted by environmental preservation and attention, leading them to purchase

green products. Additionally, past research from Braga, Silva, Gabriel, and De Oliveira Braga

(2019) reveals that in many circumstances, a person's buying decision is dependent on how they

adapt to their current demands and wants. It happens when the evaluation of a customer's

18
perception and awareness of green products purchase is not well established. By that remark, this

is the reason why it becomes particularly essential to understand an individual's green product

purchase or purchase intention in a way that greenwashing awareness is also monitored.

Past Research Methodologies and Chosen Respondents

A study from Schafeld (2019) entitled “How does the awareness of greenwashing

influence consumer purchasing decisions of quality-labeled products in the food industry?”

exhibited a vignette type of study to test the level of awareness of greenwashing influence on an

individual's purchasing decision. According to Atzumuller, Steiner, and Su (2016), vignette

studies use short descriptions of situations or individuals (vignettes) that are usually shown to

respondents with surveys to elicit their judgments about such scenarios. Going back to Schafeld’s

study, she conducted a pre and post-survey to measure the difference in the levels of awareness

in connection with the respondents’ product purchases. Moreover, she utilized a mixed-method

type of study — Quantitative and Qualitative Data — to support and generate a more elaborate

understanding of this issue. She made use of a survey questionnaire that is quantitative as

participants were asked to rate statements on a predetermined five-point Likert scale. 1 (one) is

the lowest, denoting that the participant “strongly disagrees” while 5 (five) is the highest,

indicating that the respondent “strongly agrees” with the statements given. Hence, the selected

choice allows for comparison, considering the respondents’ demographic profiles. Finally, the

said researcher conducted a reliability analysis and t-test to support the validity of her study.

19
 Moving on, in a study conducted by Halverson (2019), participants were recruited

through the use of social media and other forms of outreach to distribute the survey. Convenience

sampling is used in another study conducted by de Jong, Huluba, and Beldad (2019) to obtain the

necessary participants through the use of various social media platforms. Similarly, the survey

used by Townsend (2017) was distributed via a Facebook link, and professors from Southern

Miss College of Business also reached out to their students. The participants were diverse in

terms of age, gender, and ethnicity. However, the use of a convenience sample is criticized as a

collection method. Generated data of this method is vulnerable to bias and outliers. The effect of

it could be more disastrous compared to the probability sample (Etikan, 2016).

Conflicts brought about by Greenwashing

Greenwashing is defined by Merriam-Webster as "expressions of environmentalist

concerns, especially as a cover for products, policies, or activities." It is the practice of making

environmentally unfriendly practices appear sustainable. These claims frequently mislead the

public because it is assumed that their actions and promotions are environmentally friendly.

Furlow describes this as one method of gaining an unfair competitive advantage.

False information harms more than just the environment, as stated in a study conducted

by de Jong, Harkink, and Barth (2017), greenwashing is a major threat because it involves

immoral acts that could lead to even worse outcomes. The findings also show that the actions

taken as a result of greenwashing have limited benefits. It was clear that these "green" products

20
provide no real competitive advantages because companies gain their advantage through

deception.

Though profitability is often used to measure business success, Szabo and Webster (2020)

argue that it can also lead to ethical harm. Companies frequently avoid promoting their products

to avoid greenwashing criticism. This frequently includes "sustainable" steps but does not

specify how they will be implemented (Zmuda & Parekh, 2008; as cited by Furlow, 2010).

It is expected that consumers will not rely on these claims. Marketers must be able to

divert attention away from unsustainable practices. Marketers are entrusted with causing little to

no harm to our environment. In the present context of the researchers, students must learn how to

explore and comprehend the broader perspective of environmentalism (Furlow, 2010).

Greenwashing and green marketing are two frequently misunderstood terms in this

context. Though they appear to be closely related, there is a fine line that separates the two. To

begin, greenwashing occurs when a company claims that its advertisement is eco-friendly and

sustainable, but the implication is otherwise. It is a deception method used to attract marketers,

as companies make them believe that their promotions are true (Kenton, n.d.). Green marketing,

on the other hand, demonstrates true practice. That is, the advertised environmental sustainability

is not falsified (Fernando, 2021).

21
Level of Awareness about Greenwashing

Going green or eco-friendly is now the new strategic marketing move in today’s age. This

marketing shift fits perfectly with the present-day context, in regards to our climate and

environment. Amidst this good intention move, some companies are not living up to their own

words and promises and are instead continuously hurting and destroying the environment. This

event is called greenwashing and is considered a phenomenon in which companies exaggerate or

lie about their products to convince more consumers to purchase their goods. This strategy spares

none and is a good bait for companies who want to take advantage of their customers’ concern

for the environment (Halverson, 2019).

Also, in the study done by Halverson (2019), she found that people who ranked as high

environmentalists fell into the trap of greenwashing especially when it comes to sustainability.

Older people are also more trusting and are less likely to find greenwashing a problem compared

to the younger population. Halverson (2019) asserted that consumers are more likely to believe

that a product is sustainable and environmentally friendly if it has a greenwashed label on it

rather than none. The participants of the study were not skeptical at first but after learning about

greenwashing, were able to identify the products that have a greenwashed label. The study calls

for more awareness and education regarding greenwashing, for people to better recognize and

identify products that are greenwashed and the products that are environmentally friendly.

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Greenwashing Tactics

According to Jain, Khandelwal, and Sharma (2019), There has been a growing rampant

of green advertisements that have left consumers confused and skeptical. Consumers who are

knowledgeable about greenwashing are becoming more vigilant about what products are actually

sustainable and environmentally friendly and what products are just said to be like that.

Furthermore, the following sectors are where greenwashing is very prevalent and relevant:

Automobile, Industrial Manufacturing, and Beauty Products/ Cosmetics. Consumers have

noticed that the use of fluffy language such as “eco-friendly” and “natural”, are the most frequent

greenwashing communication tactic. These greenwashed promotions are misleading and are

aimed at consumers who are clueless about the reality of the product.

Perceptions and Effects of Greenwashing on Green Product Purchases

A study entitled “Revealing Greenwashing: A Consumer’s Perspective” by Brouwer

(2016) stated that companies are continuously taking advantage of every opportunity they can

take and are jumping into the green market. Brands make claims for a change and are living up

to it, but some leave their progress to just words and only promote eco-friendliness for the sake

of sales and purchases. She conducted a study and found that the source of the message,

eco-labels, brand perception, and brand knowledge has a great influence on the credibility of the

message. This is where greenwashing finds its hole to fit in and deceive. A well-known brand is

likely to have its words taken easily, and not be surveyed about the reality of its statements and

claims. After being made aware of greenwashing strategies, the consumers felt its importance to

their overall decision-making process.

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 A theory from Cao, Johnson, Nguyen, Nguyen, and Yang (2019) entitled “Greenwash

and Green Purchase Intention: The Mediating Role of Green Skepticism” concluded that

people’s awareness of greenwashing has led negatively affect their green purchasing intentions,

as green marketing has taken its boom in society and is now being utilized as an edge against

other competitors or rivals. People develop their skepticism about products that claim to be

eco-friendly, and this factor affects not only the greenwashed products but also the legitimate

eco-friendly products. Greenwashing builds a bad reputation for all products, legitimate or not.

The products made to help the environment are being given a bad shade because of dishonest

marketing.

Limited Number of Research about Greenwashing

The amount of research accessible about the effects of greenwashing is limited up until

now. The field is in desperate need of a complete, careful empirical investigation of the effects of

greenwash, which necessitates the ability to both identify and assess the effects of greenwash

(Lyon & Montgomery, 2015; as cited by de Jong et al., 2019).

According to Mitchell and Ramey (2010), there is limited access to research about

greenwashing, and is continually developing. Consulting firms like TerraChoice have compiled

some of the most extensive data available about greenwashing and evolutionary psychology

provides the most thorough explanation of the green trend. Nevertheless, peer-reviewed research

is much needed.

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 It can be useful to investigate purchase intentions that differ between products with and

without a greenwashed label. Greenwashing is a problem that worries consumers. Their

awareness of this subject can widen once they understand what this is. As previously stated, it

would be beneficial to investigate customers' capacity to distinguish between greenwashed and

non-greenwashed labels (Halverson, 2019).

With all the in-depth reviews and studies provided above, the researchers were prompt to

conduct further investigation when it comes to the level of awareness regarding greenwashing

that will go hand in hand with the level of green product purchasing to fulfill the lacking aspects

and recommendations of the existing research. Additionally, the researchers of this study are

currently senior high school students under the constitution of a well-known environmentally

friendly school at the heart of Baliuag, Bulacan in the country Philippines. All things considered,

the researchers deduced that it would be a great opportunity to investigate this kind of study with

students who instill great environmental values as potential respondents.

Most Common Reasons and Factors for Green Product Purchase

Kamalanon, Chen, and Le’s (2022) study entitled “Why Do We Buy Green Products?” An

Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior has

concluded the main reasons why one would purchase a green product. Their study had shown

that there are deeper reasons than one’s green attitude and one’s perceived consumer

25
effectiveness. Environmental concern is also one significant reason for choosing a green product.

The perceived green image of the company is also a factor considered.

In relation, Morel and Kwakye (2012) indicated in their study that one's satisfaction with

the product roots the frequency of the consumers' purchase. They mentioned that the customers'

satisfaction with a previous purchase makes them more willing to repurchase. Included in their

findings were the importance of word of mouth and the advertisement for the green product. It is

mentioned that the consumers' belief in the green claims manifests the different variations of

purchase intention.

Reasons Why Consumers Buy Greenwashed Products

Brouwer's (2016) "Revealing Greenwashing: A Consumers' Perspective" highlighted the

factors that affected the consumers' perception regarding green products. The findings in her

study had shown that the message, label, brand perception, and brand knowledge play a vital role

in the perceived credibility of the message. Brouer also mentioned a significant problem that is

growing in the company's green marketing practices. She had stated that the corporations would

provide irrelevant, exaggerated, or false information about the product's sustainability to be able

to trick buyers.

26
 Furthermore, Neugebauer's (2011) "Greenwashing: Knowing Is Half the Battle" stated

that the producers' and consumers' awareness and understanding can not keep up with the

market. He had mentioned that these loose ends are the perfect ground for greenwashing.

Theoretical Framework

Greenwashing is a method used by most companies to be able to promote

environmentalism but act otherwise. The study published by Cao, Johnson, Nguyen, Nguyen,

and Yang (2019) has indicated that most companies promote themselves with an eco-friendly

figure, but their actions lead in the opposite direction. Without providing an adequate amount of

information, customers would often be skeptical. They also defined green skepticism as one's

tendency to doubt and question. In the context of marketing, customers would lose trust in these

products. These acts could also lead to genuine green products being less popular. (Polonsky et

al., n.d.; as cited by Cao et al., 2019). When consumers grow their skepticism, this could lead to

negative connotations with a company's motive. In the end, one might even stop buying green

products (Cao et al., 2019). Figure 1 shows that green skepticism is a factor that gives rise to

information and knowledge acquisition by individuals, contributing to the increase and decrease

in the green product purchases of customers. Thus, showing the relationship between

greenwashing and green product purchases of individuals.

27
 Figure 1: Theoretical Illustration of Correlation between Greenwashing and Green Product
Purchase/Intention (Cao, Johnson, Nguyen, Nguyen, and Yang, 2019)

Furthermore, a study from Schafeld (2019) entitled "How does the awareness of

greenwashing influence consumer purchasing decisions of quality-labeled products in the food

industry?” supported the definitions and explanations proposed by Cao et al. (2019). However,

her study utilized a different theory, specifically the alphabet theory by Zepeda and Deal (2009).

This theory is a combination of the Value-Belief-Norm (VBN) Theory (Stern et al., 1999; as

cited by Schafeld, 2019) and the Attitude-Behavior-Context (ABC) Theory (Guagano et al.,

1995; as cited by Schafeld, 2019). In addition, she performed a pre-and post-survey to see how

28
different the levels of awareness were related to the respondents' product purchases. She also

used a mixed-method study — Quantitative and Qualitative Data — to assist and provide a more

detailed knowledge of the problem. Participants evaluated statements on a predetermined

five-point Likert scale in a quantitative survey questionnaire. As a result, the chosen option

enables comparison, taking into account the demographic characteristics of the respondents.

Finally, the researcher used a reliability analysis and a t-test to prove the validity of the study.

Figure 2: Sample Illustration from Halverson’s Consumer Perception of Greenwashing Survey

and the Three Sins of Greenwashing

Moving on to Halverson’s study in 2018, entitled “Consumer Perceptions of

Greenwashing: Understanding Awareness, Trust, and Effectiveness”, consumers became much

more aware of greenwashing after it was brought to their attention. She believes society needs

29
more education and better policies to help consumers understand which labels are genuine,

which are not, and when they are witnessing greenwashing in their daily lives. In the future,

more research should be conducted to determine consumers' ability to distinguish a greenwashed

label or product from one that is not greenwashed. In her study, she implemented 3 (three) out of

the 7 (seven) patterns in greenwashing termed the “sins” of greenwashing (TerraChoice, 2010).

First is the Sin of Vagueness. Because of how poorly defined or broad product claims are,

this sin causes intended consumers to misinterpret them. It is so indistinct that it is difficult to

decipher the true meaning behind the claim when you dig a little deeper. The second is the Sin of

Irrelevance. This sin pertains to products that make claims that are most likely true but don't help

determine which products are more environmentally friendly. Lastly, the Sin of Worshipping

False Labels. Worshiping false labels essentially means worshiping false or fake labels. A

product may make use of words or images to represent a non-existent third-party endorsement

(TerraChoice, 2010).

With the existing theories and studies mentioned, the researchers deduced that there is

indeed a relationship between greenwashing awareness and green product purchases of

individuals. As mentioned by Cao et al. (2019), green skepticism can provide information and

knowledge to individuals leading to a possible increase in green product purchases. However,

green skepticism can also be caused by doubt due to the insufficient knowledge of an individual.

This leads to a loss of trust in green products and a decrease in green product purchases. The

developed theory of Cao et al. (2019) provided factors such as knowledge and green skepticism

30
that showed relevance to the variables of interest of the study. Although Schafeld (2019)

supported the explanations made by Cao et al. (2019), she used different theories that focused

more on the behaviors, values, and beliefs of an individual. Bringing the study of Cao et al.

(2019) into the limelight, he conducted their study on Vietnamese consumers anticipating the

presence of green skepticism. It solidifies the claim of the research. Choosing the

Eco-Ambassadors of St. Mary’s College of Baliuag is a significant approach to producing and

contributing new evidence. All things considered, the developed theory by Cao et al. (2019) is

more applicable for this study whereas the methodology for gathering the data and the

questionnaire itself by Schafeld (2019) and (Halverson, 2018) are more accurate which the

researchers will utilize in this research. Thus, the researchers will adapt and modify the following

measures implemented.

Conceptual Framework

This part of the research provides a visual representation of the researcher's main concept

of the study. The framework reflects the relation between the (2) two variables being studied. In

addition, this will also serve as a guide for the researchers to further determine their perception

of the concept of the study.

31
 Figure 3: Conceptual Illustration of the Correlation between the Level of Greenwashing

Awareness and the Level of Green Product Purchase of the Eco-Ambassadors of St. Mary’s

College of Baliuag

Hypothesis of the Study

Null Hypothesis (H0): There is no significant relationship between the level of

greenwashing awareness and the level of green product purchase of the SMCB

Eco-Ambassadors. The two variables convey no correlation wherein it exhibits a correlation

having its value of coefficient as 0.

Alternative Hypothesis (Ha): There is a significant relationship between the level of

greenwashing awareness and the level of green product purchase of the SMCB

Eco-Ambassadors. The two variables convey a correlation wherein it exhibits a correlation

having its value of coefficient as any number between ±0.10 and ±1.00.

32
Definition of Terms

Awareness

● Awareness refers to the state of being knowledgeable, understanding, and aware of a

situation or event that is happening or occurring (Merriam-Webster Dictionary).

● An understanding of how our behavior impacts and changes the environment and our

surroundings. Along with constant knowledge of the latest and relevant events and news

(James, n.d.)

Eco-Ambassadors

● Came from two words which are “eco” and “ambassador”. Eco means environment or

ecological while Ambassador means an authorized representative. Eco-Ambassador

stands for an environmental representative that looks out for the well-being of our

environment (Merriam-Webster Dictionary).

● Select students that act as representatives for Environmental Awareness and

Sustainability Promotion under the constitution of the Environmental Management

System of St. Mary’s College of Baliuag (De Castro, 2021).

Environment

● The environment is the natural world in which we live. It is the condition of one’s

surroundings (Merriam-Webster Dictionary).

33
 ● Refers to the ecosystems, and natural and physical resources. Essentially includes all of

the water, air, soil, flora, and fauna (Assia & Larsson, 2019).

Environmentalism

● Environmentalism is a movement with the purpose of preservation, restoration, and

improvement of the natural environment (Merriam-Webster Dictionary).

● Advocacy and ideology aimed at lessening the impact of human activities on Earth and

its inhabitants. It aims to preserve and protect the natural environment (Lovelady &

Shrestha, n.d.).

Green Marketing

● Marketing refers to the act or process of selling, promoting, and distributing a product or

service. Green Marketing is the promotion and marketing of true and legitimate green

products (Merriam-Webster Dictionary).

● Green Marketing refers to the promotion and advertisement of products based on their

actual and real environmental friendliness (Fernando, 2021).

Green Skepticism

● Skepticism is an attitude of doubt to a certain subject or topic. Green skepticism is an

attitude adopted by consumers who are well aware of greenwashing in the market.

34
 Consumers develop skepticism or doubt about green products because of dirty marketing

strategies by different brands and products (Merriam-Webster Dictionary).

● A negative association or attitude in regards to green products, whether greenwashed or

not (Cao, Johnson, Nguyen, Nguyen, Yang, 2019).

Greenwashing

● Greenwashing is the process of falsifying or lying about how green or eco-friendly a

product or a brand actually is. This is a marketing strategy used to pull more customers

by saying that the product or brand is environmentally friendly (Kenton, 2021).

● A phenomenon in which companies exaggerate or lie about their claims to mislead and

encourage consumers to purchase their products (Halverson, 2018).

Greenwashing Awareness

● Awareness refers to the state of being knowledgeable, understanding, and aware of a

situation or event that is happening or occurring. Greenwashing Awareness is the level of

knowledge or clue by consumers in regards to greenwashing and the tactics made by

companies and manufacturers to fool unexpecting consumers (Merriam-Webster

Dictionary).

● The skepticism or capability to identify greenwashed advertisements from real and

sincere ones (Halverson, 2018).

35
Green Product Purchase

● A purchase of a product is an acquisition of an item in exchange for monetary means.

Green Product Purchase is the acquisition of products that are supposedly green and

environmentally friendly by nature (Merriam-Webster Dictionary).

● The desire and intent of a customer to make a green purchase or a product that is known

to be environmentally friendly without prior and deeper knowledge (Budi, Dyah, Hery, &

Bayu, 2018).

36
 CHAPTER III

RESEARCH METHODOLOGY

This chapter discusses how the research process will be carried out. This includes the

design, formulas, validation, and tabular basis that will be used. It also includes the data analysis

for the survey responses. Specifically, this chapter also justifies the methods to be utilized under

the implementation of the mixed-method study.

Research Design

The researchers utilized a mixed-method type of research. However, for the quantitative

scale of the study, a quantitative research method was implemented. In addition, a correlational

research design was used to compare the relationship between the level of greenwashing

awareness and the level of green products purchased by St. Mary's College of Baliuag's

Eco-Ambassadors.

According to Cohen (1980), as cited by Sukamolson (2007), quantitative research

employs an empirical statement and empirical methods. He defined empirical statements as

numerical statements that depict what is happening in the real world rather than what we think.

Furthermore, Seeram (2019) explains that correlational research aims to facilitate the prediction

and explanation of the relationship of the variables.

For the qualitative scale of the study, the researchers used an explanatory sequential

research design. It is for the purpose of supplementing the quantitative data needed that will

37
further explain and improve the research. According to Stoneman and Gilbert (2016), the mixed

method has been used by researchers to increase the accuracy and level of confidence of the

research findings. It also provides additional knowledge coming from the synthesis of the

findings from the different approaches conducted. Furthermore, it allows the researchers to see

the multiple constructions of a phenomenon as well as to reflect its complexity. Lastly, it

demonstrates the theoretical claims that knowledge is both quantitative and qualitative.

Respondents and Sampling Procedure

According to Merriam-Webster, environmentalism is a theory that considers the

environment, rather than heredity, to be the most vital factor in an individual's or group's

development, particularly cultural and intellectual development. The rise of environmentalism

may increase consumer desire to purchase green products, as well as society's concern for the

environment (Bansal, 2005; Barnet, 2007). Taking this information into account, the researchers

deduced to select the environmentalists-on-the-making under the Environmental Management

System as they are the most accurate participants for the study. The chosen respondents of this

research are the 42 appointed Eco-Ambassadors of St. Mary’s College of Baliuag, Bulacan, for

the school year 2021-2022 that underwent an in-depth interview and selection.

When studying an entire population (such as the population of a certain country), a

smaller sample is taken using a random sampling technique. Slovin's formula enables a

researcher to sample the population with the desired degree of accuracy by indicating how large

the sample size needs to be to ensure reasonable accuracy of results. However, in the case of this

study, the researchers would not need to utilize this formula as the chosen number of respondents

38
are too small in scale, enough to be studied. If Slovin's formula is applied, the results of this

study would be too vague and inaccurate (Ellen, 2020).

Moreover, in a qualitative study, saturation is utilized as a criterion for halting data

collection and/or assessment. Data saturation is commonly interpreted to mean that, based on the

data that has already been collected or analyzed, an additional collection of redundant data is

deemed unnecessary (Baker et al., 2017). Taking this information into consideration, Bunce,

Guest, and Johnson (2006), Clarke and Braun (2013), and Fugard and Potts (2014) asserted that

it has previously been recommended that a minimum sample size of 12 be used in qualitative

studies in order to achieve data saturation. As a result, the researchers deduced to utilize a sample

size of 13 that was deemed adequate for the qualitative analysis and scale of this study.

In relation to that, the primary goal of theoretical saturation is to provide as much

information as possible which requires the selection of individuals or cases that ensure all details

of that phenomenon are included in the examination and that every detail is carefully examined.

Thus, it was recommended for the researchers to use a purposive sampling technique when

gathering their participants on the qualitative scale of their study. (Palinkas et al., 2015)

Research Instrument

The foremost tool that was disseminated to collect essential quantitative data for this

research was the online survey questionnaire. It was divided into 3 (three) sets, making up the

demographic section of the respondents and the two variables of this study: The Level of

Greenwashing Awareness and the Level of Green Product Purchase. The demographics part is

39
composed of 3 (three) questions to assess each participant’s basic profile information, asking for

the respondent’s name (optional), age, and gender. The collected information will be utilized for

the Frequency and Percentage Distribution of Respondents in the next chapter. The researchers

adapted and modified Halverson’s Consumer Perception of Greenwashing Survey: A Likert

Scale which they thought would best fit their study. Furthermore, they have used a 5 (five) point

psychometric response scale, better known as the Likert scale, in which respondents specify their

level of agreement to a statement typically in five points: (1) Not at all; (2) Slightly; (3)

Somewhat; (4) Very; (5) Extremely.

Moving on to the mixed-method portion of the study, the researchers, once again, utilized

Google Survey Forms to gather qualitative data for a comprehensive discussion of the study. The

questions distributed were of qualitative nature, thus, needing the explanation and insights of

each respondent. Using the modified qualitative questionnaire of Halverson, the researchers

aligned the questions parallel to the tables and figures they have generated from the quantitative

scale of their study in order to supplement the quantitative data. In addition to that, the

researchers employed the use of real greenwashed products images in the said questionnaire for

real-life application purposes. Also, it is for the researchers to analyze the capability of a

respondent to distinguish a greenwashed product and to learn the other factors why consumers

tend to still engage with a product they know that was greenwashed.

In an article written by Robinson (2021) entitled “10 Companies and Corporations

Called Out For Greenwashing”, Starbucks which is a well-known coffee shop company was

called out by critics due to its “straw-less lid” that was released in 2018, it was shown that this

40
lid contained more plastic compared to the old lid and plastic straw combination. In addition, the

fashion brand H&M recently released the "Conscious" line, which is a collection that claims its

environmental benefits. The company advertised this clothing line as "sustainable," "green," and

"environmentally friendly" which was criticized by the Norwegian Customer Authority for its

"misleading" marketing since the information provided was found to be insufficient (Robinson,

2021). Moving on, skincare brand Innisfree launched their green-tea beauty product that claimed

to be in a paper bottle, a consumer later revealed that it was actually a plastic bottle covered in

paper which is said to be misleading according to the netizens, the brand then apologized for the

“confusion” they caused in their product (BBC News, 2021).

To assure the validity, reliability, and accuracy of the quantitative research process, the

questionnaire distributed was verified by Mr. Rabin Canuzo, a Youth Environmental Advocate,

Sustainable Development Goals Ambassador, the Communications Officer of Communities

Organized for Resource Allocation, and the titleholder of the Mister Earth Philippines

2019-2020. In addition, it was also reviewed and approved by the researcher’s research adviser,

Ms. Cherilyn Robles. For the questionnaire involved in the qualitative scale of the study, it was

approved and scrutinized by the researchers’ Inquiries, Investigations, and Immersion Adviser,

Mrs. Marie Cris Robielos.

41
 Figure 4: Schematic Representation of Instrument Validation and Administration of Letter of

Consent for Ethics Clearance (Quantitative and Mixed-Method)

Research Procedure

To gather statistical and sufficient data for the study, the researchers resided in using a

survey questionnaire as the instrument for the collection of data. The questions in the

questionnaire were primarily based on and inspired by the 2018 study conducted by Halverson,

Consumer Perceptions of Greenwashing: Understanding Awareness, Trust, and Effectiveness.

The survey questionnaire was created, to which it was later asked for validation from the

researcher’s research adviser. Together with this is a letter of consent which gives out every

necessary information that the respondents need to know; as such was also constructed and asked

for validation. After receiving the validation from both the survey questionnaire and letter of

consent, extra revisions and improvements were done in order to better achieve clarity and

42
clearness. Pilot testing was done and conducted to gain knowledge of the parts that need

adjustments and changes. Finally, after finalizing the survey, the letter of consent was distributed

to every respondent and the survey questionnaire soon followed.

For the mixed-method part of this study, the researchers considered using the same

research instrument, which is a survey questionnaire for the collection of data. But in conformity

with the qualitative scale of this study, the questionnaire provided used open-ended questions.

The questions used were mainly influenced by the additional specific problem of the study

together with Halverson's study entitled Consumer Perceptions of Greenwashing: Understanding

Awareness, Trust, and Effectiveness. After that, all the succeeding steps in the previous

quantitative research were followed.

Figure 5: Schematic Representation of Research Procedure Outline (Quantitative and

Mixed-Method)

43
Data Analysis

Scale Intervals Descriptive Rating Qualitative Description

5 4.20 - 5.00 Fully Aware Possess proficiency and knowledge

on the issue.

4 3.40 - 4.19 Aware Can adequately understand the

issue.

3 2.60 - 3.39 Neither Aware nor Not Aware Can understand some aspects of
the issue.

2 1.80 - 2.59 Not Aware Can understand the issue only with
the guidance of experts.

1 1.00 - 1.79 Fully Not Aware Can hardly understand the issue
even with guidance from experts.

Table 1: Scale used for the Levels of Greenwashing Awareness (Paguigan & Jacinto, 2018)

Likert-scale Likert-scale Likert-scale Interval Equivalent Descriptive

Description Rating (Purchase
Intention)

Strongly Disagree 1 1.00 - 1.80 Definitely would buy

44
 Disagree 2 1.81 - 2.60 Probably would buy

Neutral/Uncertain 3 2.61 - 3.40 Might or might not buy

Agree 4 3.41 - 4.20 Probably would not buy

Strongly Agree 5 4.21 - 5.00 Definitely would not buy

Table 2: Scale used for the Green Product Purchase (Cobern, Nyutu, & Pleasants, 2021)

ABSOLUTE VALUE OF INTERPRETATION

COEFFICIENT

1 Perfect Correlation

0.90-0.99 Very High Correlation

0.70-0.89 High Correlation

0.50-0.69 Moderate Correlation

0.30-0.49 Low Correlation

0.10-0.29 Negligible Correlation

0 No Correlation

Table 3: Pearson R Correlation Coefficient Chart

45
 Margin of error (a) Confidence Level (1 – a) Critical value

10% 90% 1.645

5% 95% 1.960

1% 99% 2.576

Table 4: Summary of z-scores for commonly used confidence intervals

Statistical Treatment

The researchers gathered and tabulated the data for its reliability and accuracy. The

following statistical tools were used to determine and analyze the data gathered for this study:

1. Percentage. This will employ to determine the frequency counts and percentage distribution

of personal related variables of the respondents

𝑝
% = ( 𝑤 ) × 100

Where p = Part of a whole

w = Total/Whole value

100 = Constant value to get the exact percentage

46
 The preceding formula has also been used in order to solve for the raw data of the

respondents’ level of happiness. The following variables were substituted:

Σ𝑓𝑖
P = 𝑛 × 100

Where P = Percentage

f = Frequency

i = Criteria

n = Total number of Respondents

2. Weighted Average. The mean is used to determine the average rating of the software

evaluation.

Σ𝑓𝑖
Mw = 𝑛

Where Mw = Weighted Mean i = Criteria

f = Frequency n = Total number of Respondents

3. General Weighted Average (GWA). The GWA is used to determine the average of a set of

numbers, each with different associated “weights” or values.

Σ𝑀𝑤
GWA = 𝑇𝑜𝑡𝑎𝑙 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑀𝑤

47
 Where Mw = Weighted Mean

4. Pearson R Correlation Coefficient. It is used to describe the strength of the linear

relationship between two variables that are either ratio or interval variables.

𝑛(Σ𝑥𝑦)−(Σ𝑥)(Σ𝑦)
𝑟= 2 2 2 2
[𝑛(Σ𝑥 )−(Σ𝑥) ][𝑛(Σ𝑦 )−(Σ𝑦) ]

Where n = number of pairs of scores

x = first variable

y = second variable

Σ𝑥 = sum of x scores

Σ𝑦 = sum of y scores

Σ𝑥𝑦 = sum of the products of paired scores

2
Σ𝑥 = sum of squared x score

2
Σ𝑦 = sum of squared y scores

48
5. Z-Score or Standard Score for Two Population Mean. This shows a value’s relationship

to the mean in a group of values. This study made use of the z-score because the sample (n)

is greater than 30 (Anonymous, 2009).

(𝑥1−𝑥2)
𝑧= 2 2
(𝑠1) (𝑠2)
𝑛1
+ 𝑛2

Where z = Z-score 𝑛1, 𝑛2 = Sample size

𝑥1 = Mean of first variable 𝑥2 = Mean of second variable

𝑠1 = Standard deviation of first variable 𝑠2 = Standard deviation of second variable

6. Confidence Interval. A range of values that one can be certain contains the true mean of the

population. For this study, a 95% confidence level is used where

a = 5%

1 – a = 100% - a

a = Margin of error

1-a = confidence interval = 95%

c = critical value = ±1.96

49
 In the test of the hypothesis using the z-test, if c > z, the null hypothesis must be

accepted, therefore the alternative hypothesis must be rejected. If c < z, the null hypothesis must

be rejected, therefore the alternative hypothesis must be accepted.

7. Mean, Variance, Standard Deviation. If P(X=x) is the probability of every value of x,

● Mean (µ) = Σ[𝑥 · 𝑃(𝑋 = 𝑥)]

2 2
● Variance (σ ) = Σ[(𝑥 − µ) · 𝑃(𝑋 = 𝑥)]

2
● Standard Deviation = ( σ )

50
 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of the data and information acquired

in relation to the study’s general and specific problems, as presented in the statement of the

problem. In addition, the process of assigning meaning to the collected data and determining the

implications of the findings will be displayed and acknowledged in this chapter. Furthermore,

qualitative data in graphs are presented as well to supplement the quantitative scale of the study.

For a more concise and clear understanding, the data are presented and organized into several

parts in line with the study’s Chapter I. Also, the frequency and percentage distribution of

respondents according to their demographics are introduced for a more in-depth analysis.

Table 5

Frequency and Percentage Distribution of Respondents according to Gender

Gender Frequency Percentage

Male 10 24%

Female 32 76%

51
 Total 42 100%

Table 5 presents the demographic profile of the respondents when it comes to their

gender. Among the 42 respondents, there were 32 (76.0%) female respondents and 10 (24.0%)

male respondents from the Eco-Ambassadors of St. Mary’s College of Baliuag.

Table 6

Frequency and Percentage Distribution of Respondents according to Age

Age Frequency Percentage

9 3 7.1%

10 3 7.1%

11 4 9.5%

12 1 2.4%

13 3 7.1%

52
 14 1 2.4%

15 2 4.8%

16 7 16.7%

17 11 26.2%

18 6 14.3%

19 1 2.4%

Total 42 100%

Table 6 exhibits the demographic profile of the respondents in terms of their age. The

majority are aged 17 years old with a total of 11 (26.2%) respondents and the least is 19 years

old with one (2.4%) respondent. In addition to that, three (7.1%) of them are nine years old, three

(7.1%) of them are 10 years old, four (9.5%) of them are 11 years old, one (2.4%) of them are 12

years old, three (7.1%) of them are 13 years old, one (2.4%) of them is 14 years old, two (4.8%)

of them are 15 years old, seven (16.7%) of them are 16 years old, and six (14.3%) of them are 18

years old.

53
Results and Discussions

Table 7

Mean and Standard Deviation Interpretation for the Eco-Ambassadors’ Average Level of

Greenwashing Awareness

Inventory Score

N M SD Interpretation

Average Level of Greenwashing Awareness 42 3.41 0.62 Aware

Table 7 displays the mean and standard deviation of the average level of greenwashing

awareness of Eco-Ambassadors in St. Mary’s College of Baliuag. The results (M = 3.41, SD =

0.62, N = 42) in Table 7 indicate that the Eco-Ambassadors in St. Mary’s College of Baliuag are

aware of greenwashing.

A 2016 study, Revealing Greenwashing: A Consumers’ Perspective by Brouwer, states

that even though marketing messages may be seen as misleading and the information given is

doubted by the respondents, the subjects may still entertain such products. One participant stated

that regular consumers of the product would not care if the product is natural or not. It was also

54
stated that some respondents do not necessarily choose the product for its eco-friendliness but for

its affordable cost.

Figure 6: Level of Greenwashing Marketing Awareness

Figure 6 exhibits the 13 responses of the chosen informants coming from the

Eco-Ambassadors Organization of St. Mary’s College of Baliuag. It answers the question “How

would you describe your knowledge in terms of greenwashing marketing?” to give justice to the

researchers' quantitative data gathered from Table 7. Four (30.77%) out of 13 participants

implied that they have insufficient knowledge when it comes to greenwashing advertising. Six

(46.15%) out of 13 marked themselves as having a basic knowledge of the topic given. Finally, 3

(23.08%) out of the sample size used explained that they indeed have a well-rounded knowledge

with regards to greenwashing marketing.

55
Table 8

Mean and Standard Deviation Interpretation for the Eco-Ambassadors’ Average Level of Green

Product Purchase

Inventory Score

N M SD Interpretation

Average Level of Green Product Purchase 42 2.94 0.40 Might or might

not buy

Table 8 showcases the mean and standard deviation of the average level of green product

purchase of the Eco-Ambassadors of St. Mary’s College of Baliuag. The results (M = 2.94, SD =

0.40, N = 42) imply an interpretation that an Eco-Ambassador from SMCB might or might not

buy a green product in line with their purchasing intent.

According to Mazar and Zhong (2010), this study confirms that customers' beliefs are a

strong predictor of whether they will buy green products. In line with the study, the table

represents that not everyone with a high level of green product purchases has also a high level of

comprehension of greenwashing. Their study has indicated that the level of one's green purchase

56
is influenced by several factors, and their level of knowledge about greenwashing is only a part

of it.

Figure 7: Level of Green Product Purchase Intention

The graph displays the informant’s response to the question “Would you buy a product

with the uncertainty of it being greenwashed? Why or why not?” In addition, Figure 7 represents

the informants’ responses in terms of their purchase intention. Six (46.15%) out of 13

respondents stated that they would buy green products even with the uncertainty of them being

greenwashed. Five (38.46%) disagreed with the statement, and 2 (15.38%) were still hesitant.

Consequently, the last chapter will go over a comprehensive explanation of the informants’

reasons.

Table 9

57
Mean and Standard Deviation Interpretation for the Eco-Ambassadors’ Level of Greenwashing
Awareness and Level of Green Product Purchase

Inventory Score

N M SD Interpretation

Level of Greenwashing 42 3.41 0.62 Aware

Awareness

Level of Green Product 42 2.94 0.40 Might or might

Purchase not buy

The sole purpose of Table 9 is to feature the mean and standard deviation of both the

average level of greenwashing awareness and the average level of green product purchase of the

Eco-Ambassadors of St. Mary’s College of Baliuag. No conclusions can be constructed from this

part but the researchers could use this table to infer possible information. Further explanations

shall be presented in Chapter V of the study. The results on the average level of greenwashing

awareness (M = 3.41, SD = 0.62, N = 42) indicate that the Eco-Ambassadors at St. Mary's

College of Baliuag are aware of the practice. On the other hand, the results on the average level

of green product purchase (M = 2.94, SD = 0.40, N = 42) suggest that an Eco-Ambassador from

St. Mary's College of Baliuag might or might not buy a green product based on their purchasing

intent.

58
Table 10

Pearson R Product-Moment Coefficient and Hypothesis Testing Table for Level of Greenwashing
Awareness and Level of Green Product Purchase

Variable Statistical Treatment Greenwashing Awareness

Pearson Correlation 0.238

Green Product Purchase

Sig. 0.129

N 42

A Pearson product-moment correlation coefficient was computed to assess the

relationship between the level of greenwashing awareness and the level of green product

purchase of the Eco-Ambassadors of St. Mary's College of Baliuag. It was found that there is no

significant relationship between the two variables, as there was a result of r = 0.238, N = 42, and

p > 0.05. Therefore, indeed, no effect was observed to exist between the level of greenwashing

awareness and the level of green product purchase of the Eco-Ambassadors of St. Mary's College

of Baliuag.

Though various studies asserted that there was a relationship between these two

variables, a study titled "Green product purchase intention: impact of green brands, attitude, and

59
knowledge" by Mohd Suki (2016) discovered that knowledge about a green brand or awareness

of greenwashing does not moderate the relationship between green brand positioning and green

product purchase intention, providing insight into a subject that has not been thoroughly

investigated in previous studies. Finally, with all the evidence presented, the researchers could

assert that their null hypothesis (H0) shall be accepted.

Figure 8: Correlation between Greenwashing Awareness Knowledge and Green Product

Purchase

Figure 8 illustrates the informants’ response to the question “How does your knowledge

of greenwashing affect your decision making in buying a product?” 11 (84.62%) out of the 13

responses stated that their knowledge made them conscious and skeptical about their purchases.

The two (15.38%) remaining stated that their knowledge does not affect their decision-making.

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 The following graphs below feature the relative factors the selected informants would

consider upon buying several greenwashed products. Figures 9 to 11 answer the question “What

are the factors that you consider in buying this product?” Evidence for using the images of

proven greenwashed products can be found in Chapter V of the research study.

Figure 9: Factors Affecting Green Purchase Intention (Set A: Beverages)

In the area of beverages, the informants consider a number of factors. 4 (30.77%)

consider the packaging in their purchase. 10 (76.92%) is concerned with the quality of the

beverage. Branding is being put into consideration by 6 (46.15%). 4 (30.77%) informants assess

their purchase based on the cost of the product. Reusability is being considered by one (7.69%)

of the informants. Lastly, one (7.69%) responded that their purchase is based on impulsiveness.

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 Figure 10: Factors Affecting Green Purchase Intention (Set B: Cosmetics)

Here are the factors that the 13 informants consider when purchasing cosmetics products.

Packaging is being considered by five (38.46%) out of the 13 informants. Based on two

(15.38%) of the informants, it is important that the product is sustainable and cruelty-free. 11

(84.62%) informants are specific about the quality. Five (38.46%) of the respondents are greatly

influenced by the brand. Affordability significantly affects nine (69.23%) of the informants.

Suitability is the deciding factor according to two (15.38%). Lastly, one (7.69%) answered that

convenience is the essential component.

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 Figure 11: Factors Affecting Green Purchase Intention (Set C: Clothing)

Lastly, this figure displays the factors that affect the informants’ decision-making in

terms of clothing. The brand is of main significance for two (15.38%) informants. Four (30.77%)

answered that they look for eco-friendly clothing. Quality is the deciding factor for the twelve

(92.31%). Affordable clothing is aimed for by seven (53.85%) out of 13. Three (23.08%)

informants check for the material that is used. Four (30.77%) simply stated that their personal

preference is the deciding factor. Lastly, the functionality is of utmost importance for three

(23.07%) of the informants.

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Transcript

An interview transcript is a written record of an interview. Its process documents a

conversation between two or more people. The transcript will be able to broaden the discussion,

thus providing extra help in the summarization of the full details unto a much more compact yet

significant conclusion. The questions asked by the interviewers shall bring support and

supplement their quantitative data. Furthermore, this transcript shall bring light to the

researchers’ fourth foreshadowed problem, particularly, “What other factors lead to the

negligible correlation between the Eco-Ambassador's green product purchase and their

greenwashing awareness?” The answers of the selected informants are the following:

Question 1: How would you describe your knowledge in terms of greenwashing marketing?

Informant 1: I know a few information regarding this type of marketing that happens in today's

society. Though, it is still hard to compare and contrast the real eco-friendly and the fake ones

due to the propaganda they’re using.

(I know a little information regarding this type of marketing that happens in today's society.

Though it is still hard to compare and contrast the real eco-friendly and the fake ones due to the

propaganda they’re using.)

Informant 2: Greenwashing is the process of spreading a fabricated impression or providing an

inaccurate information with regards to how a company's products are more environmentally

sound. Nowadays, since many people are into purchasing products that are environmentally

64
friendly, companies and big corporations are doing greenwashing marketing in order to increase

their sales.

(Greenwashing is the process of spreading a fabricated impression by providing a piece of

inaccurate information with regards to how a company's products are more environmentally

sound. Nowadays, since many people are into purchasing products that are environmentally

friendly, companies and big corporations are doing greenwashing marketing in order to increase

their sales.)

Informant 3: I would say I am not yet well-versed when it comes to greenwashing marketing

because I haven’t read many in-depth information and articles about it but I believe I have the

basic knowledge about it.

(I would say I am not yet well-versed when it comes to greenwashing marketing because I

haven’t read much in-depth information and articles about it but I believe I have the basic

knowledge about it.)

Informant 4: It is insufficient.

Informant 5: As of the moment, I just know common and obvious things about greenwashing

marketing. I am not the go-to person when you want to know more about it. In short, I can say I

am knowledgeable enough but I am not an expert.

Informant 6: I will rate my knowledge about it a 3 out of 5 because I am not that familiar with

greenwashing and I might be fooled to buy greenwashed products.

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Informant 7: I could say I am pretty much a critic when it comes to the credibility of a product.

With greenwashing, it's manageable for me to identify which is real from what is not, but still, I

could be wrong. So, I consider myself somewhat in the middle.

Informant 8: I think, I'm pretty knowledgeable of this particular matter. As I recall,

greenwashing marketing is like, when some product marketers deliberately use the color "green"

or "eco-friendly" symbols of sorts to give customers the impression that their product is natural,

toxic-free, eco-friendly, and the like.

(I think, I'm pretty knowledgeable about this particular matter. As I recall, greenwashing

marketing is like, when some product marketers deliberately use the color "green" or

"eco-friendly" symbols of sorts to give customers the impression that their product is natural,

toxin-free, eco-friendly, and the like.)

Informant 9: Not so much, but I know that it’s more about making people think their products

are much better for the environment when it’s not really.

Informant 10: Few

Informant 11: I am knowledgeable enough but I think there are still information I am unaware

of. Perhaps in terms of the functions of the different labels different stores and brands use to

market their product to be eco-friendly.

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(I am knowledgeable enough but I think there is still information I am unaware of. Perhaps in

terms of the functions of the different labels different stores and brands use to market their

product to be eco-friendly.)

Informant 12: My take on greenwashing marketing is when the company's marketing messages

to its consumers or target audience are not totally aligned with the values they actually practice.

It's just another technique that companies use in order to appeal to the emotions of consumers

and therefore make them buy products from them.

Informant 13: I would describe my knowledge in terms of greenwashing as little. Even though

I'm familiar with it, I can say that I don't have enough knowledge about it.

Question 2: Would you buy a product with the uncertainty of it being greenwashed? Why or

why not?

Informant 1: Before buying a product, we should always be certain about it. Think how will it

affect our self, and most especially our environment.

(Before buying a product, we should always be certain about it. Think about how will it affect

ourselves, and most especially our environment.)

Informant 2: I would not buy a producr with the uncertainty of it being greenwashed simply

because I am not fond of the greenwashing marketing concept.

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(I would not buy a product with the uncertainty of it being greenwashed simply because I am not

fond of the greenwashing marketing concept.)

Informant 3: I would be very much hesitant to but a product that have the possibility of utilizing

greenwashing just to promote their goods because it is better to be a wiser buyer than ne

deceived by marketers’ false advertising.

(I would be very much hesitant to buy a product that has the possibility of utilizing greenwashing

just to promote their goods because it is better to be a wiser buyer than be deceived by

marketers’ false advertising. )

Informant 4: With the risks, yes. I think that it is still inevitable to not buy greenwashed

products at this point.

Informant 5: In my opinion, I will not buy a product when I have doubts about that certain

product if I am being greenwashed or not. However, in reality, there are of course times that I

really need something so I will buy it immediately even if I am uncertain about being

greenwashed.

Informant 6: Yes, because I wouldn't know that it is a greenwashed product unless I've done my

research before going to a store.

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Informant 7: Usually, it would depend on the situation I'm in. But I prefer not to. But, just in

case the product is susceptible to greenwashing, I try my best to reuse or make something out of

the container.

Informant 8: It depends. If that product has at least some quality in it despite being

greenwashed, I may still consider buying it. Nonetheless, I won't promote its "environmentally

friendly" facade and its deceptive and misleading use of green.

Informant 9: No, because it violates my rights as a consumer to be informed about the products

I will buy, through the misleading information displayed.

Informant 10: Yes, because sometime those products can be deceiving

(Yes, because sometimes those products can be deceiving.)

Informant 11: Probably yes, especially if the product is something that I know or use and find it

hard to find an eco-friendly alternative. But if possible and I can look it up on the spot, it will be

better and will help me in making the decision to whether by the product or not.

(Probably yes, especially if the product is something that I know or use and find it hard to find an

eco-friendly alternative. But if possible and I can look it up on the spot, it will be better and will

help me in making the decision to whether buy the product or not.)

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Informant 12: Yes, because I've done it before, especially when I was too young to even know

about greenwashing. Now, that I think I feel knowledgeable enough about it, I still don't think

I'm capable of escaping it since greenwashing marketing is now present everywhere.

Informant 13: As much as I can, I want to check everything about a product before buying it.

But if it is really needed, I think I would still buy it even with the uncertainty of it being

greenwashed.

Question 3: How does your knowledge of greenwashing affect your decision-making in buying

a product?

Informant 1: Doubts and second thoughts occur.

Informant 2: When I have learned about the concept of greenwashing, I have become more

conscious of what I buy and as much as possible I try to do a background research first before

buying a certain product.

(When I have learned about the concept of greenwashing, I have become more conscious of what

I buy and as much as possible I try to do background research first before buying a certain

product.)

Informant 3: I believe it made me more cautious and skeptical in buying from certain products

despite their taglines and method of promoting themselves as eco-friendly.

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Informant 4: Currently, I am unconsciously mind-conditioned to think that "eco-friendly"

corporations are better than those who don't claim such. Thus, I tend to buy more of their goods

compared to others.

Informant 5: It became one of the factors I consider whenever I buy in the grocery stores and

even in clothing stores.

Informant 6: Lack of knowledge about greenwashing equates to buying greenwashed products

unconsciously.

Informant 7: It's not as impactful yet, but it's making some progress.

Informant 8: My knowledge of greenwashing surely does affect my decision-making in buying,

in a sense that it can help me make better-informed product choices.

(My knowledge of greenwashing surely does affect my decision-making in buying, in the sense

that it can help me make better-informed product choices.)

Informant 9: It affects my decisions in a way that I think twice or thrice before making sure that

the product is actually eco-friendly rather than being greenwashed.

Informant 10: I tend to be more observant and critical.

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Informant 11: I think it makes me more of a critical buyer and learn which products to

patronize. It also makes me realize how the brands attitude is towards its mission and vision and

if they decide to greenwash, it will influence me to avoid their brand and products.

(I think it makes me more of a critical buyer and learns which products to patronize. It also

makes me realize how the brand's attitude is towards its mission and vision and if they decide to

greenwash, it will influence me to avoid their brand and products.)

Informant 12: Because I am now able to somehow distinguish a greenwashing marketing, it

allows me assess first the product if ever I want to purchase it.

(Because I am now able to somehow distinguish greenwashing marketing, it allows me to assess

first the product if ever I want to purchase it.)

Informant 13: My knowledge of greenwashing affects my decision-making in a way that makes

me always double-check the product that I am purchasing. Because of it, I make it a habit to read

everything written in the packaging.

Question 4: What are the factors that you consider in buying this product (beverages)? Please

explain.

Informant 1: In buying this, I make sure first that the cup that they will use is going to be paper,

or i’ll bring my own tumbler.I don’t drink much coffee, but this brand is the only coffee that I

drink, wherein there’s a little standard there regarding their quality and aroma.

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(In buying this, I make sure first that the cup that they will use is going to be paper, or I’ll bring

my own tumbler. I don’t drink much coffee, but this brand is the only coffee that I drink, wherein

there’s a little standard there regarding their quality and aroma.)

Informant 2: The first thing that I take into consideration is the quality, followed by the

affordabilility, convenience, and brand.

(The first thing that I take into consideration is the quality, followed by the affordability,

convenience, and brand.)

Informant 3: The factors I consider is quality in terms of taste and presentation for food and

packaging as well as the affordability to purchase it.

(The factors I consider are quality in terms of taste and presentation for food and packaging as

well as the affordability to purchase it.)

Informant 4: First thing that I would consider is the affordability. There might be other brands

that offer the same quality for a lesser price.

(First thing that I would consider is affordability. There might be other brands that offer the

same quality for a lesser price.)

Informant 5: When it comes to beverage products, the factors I consider is the affordability,

quality, and the taste of the product because those factors are important for me to now if the

product is worth my money or not.

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(When it comes to beverage products, the factors I consider are the affordability, quality, and the

taste of the product because those factors are important for me to know if the product is worth

my money or not.)

Informant 6: Tastes and quality of the drink, affordability, and convenience.

(The taste and quality of the drink, affordability, and convenience.)

Informant 7: Reusability

Informant 8: I don't usually buy beverages but to answer this question, the factors I consider

before buying food and beverages (in general) are: 1. Price, 2. Impulse of the moment, 3. Brand

& Quality

(I don't usually buy beverages but to answer this question, the factors I consider before buying

food and beverages (in general) are the following: 1. Price, 2. An impulse of the moment, 3.

Brand & Quality.)

Informant 9: In terms of quality and brand, I will most likely buy this product, not only that it is

known for making good drinks, but also because I have tasted it myself. It’s quite convenient,

since it comes with a top that doesn’t require you to use straws, but since it’s still plastic, it’s not

environmentally-convenient. In affordability, it depends on what you have, since the brand can

be quite pricey.

(In terms of quality and brand, I will most likely buy this product, not only because it is known

for making good drinks, but also because I have tested it myself. It’s quite convenient since it

74
comes with a top that doesn’t require you to use straws, but since it’s still plastic, it’s not

environmentally convenient. In affordability, it depends on what you have, since the brand can be

quite pricey.)

Informant 10: In buying these type of products I often consider Its name (How famous or well

known it is, to check its credibility), I also consider the taste and the quality of their products.

Plus points if they are replacing plastic straws with paper straws and other eco-friendlier

replacements.

(In buying these types of products I often consider Its name (How famous or well known it is, to

check its credibility), I also consider the taste and the quality of its products. Plus points if they

are replacing plastic straws with paper straws and other eco-friendlier replacements.)

Informant 11: Taste, Affordability, and Quality. If there are more eco-friendly option I opt to

purchase them instead but most of the time I have the 3 factors to look upon.

(Taste, Affordability, and Quality. If there is a more eco-friendly option I opt to purchase them

instead but most of the time I have the 3 factors to look upon.)

Informant 12: The quality, brand, and convenience.

Informant 13: The main factor when I'm buying beverages is the convenience especially when

I'm on the go. The affordability is also a factor because I am always on a budget. Another factor

for me is its packaging because I am trying my best to refuse plastic packaging.

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(The main factor when I'm buying beverages is convenience especially when I'm on the go. The

affordability is also a factor because I am always on a budget. Another factor for me is its

packaging because I am trying my best to refuse plastic packaging.)

Question 5: What are the factors that you consider in buying this product (cosmetics)? Please

explain.

Informant 1: Of course, their packaging, and to make sure if it is not tested in animals.

Informant 2: Using cosmetics has a long term affect on our body sometimes and I think that's

the reason why we should consider its quality, next the brand, there are brands that are known for

having great effects, and lastly the affordability.

(Using cosmetics has a long-term effect on our body sometimes and I think that's the reason why

we should consider its quality, next to the brand, there are brands that are known for having

great effects, and lastly the affordability.)

Informant 3: I would consider the price if it’s budget-friendly and if itis a suitable product for

my skin type. I will also most likely check the reviews of other people about the product on

whether it is really effective and if it is worth buying.

(I would consider the price if it’s budget-friendly and if it is a suitable product for my skin type. I

will also most likely check the reviews of other people about the product on whether it is really

effective and if it is worth buying.)

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Informant 4: Regardless of the packaging, I would still majorly consider the affordability and

quality over anything else.

Informant 5: I don't buy that much cosmetics product. But whenever I buy one, I just buy what I

need that is known for its quality and sometimes, affordability. I actually don't think much about

cosmetic products because I only buy lip tint and a very few other products that I really need.

(I don't buy that many cosmetics products. But whenever I buy one, I just buy what I need that is

known for its quality and sometimes, affordability. I actually don't think much about cosmetic

products because I only buy lip tint and very few other products that I really need.)

Informant 6: Brand, quality, affordability, packaging

Informant 7: Sustainability

Informant 8: Cosmetics, just like beverages, have always been crossed out of my shopping lists.

Regardless, the factors I would consider before buying this product would probably be 1. Price,

2. Brand, 3. Packaging. In terms of packaging, I might as well say that I find those green or

blue-colored packaging rather attractive (seems like natural-looking products are more appealing

to me)- a clear sign of greenwashing tactic.

Informant 9: It’s heard that Innisfree creates quality products, but I haven’t really tried them.

They aren’t as affordable either, as it’s a popular South Korean brand. The packaging will catch

77
my attention, but most likely it will still have a plastic lining inside. So it’s not environmentally

convenient, and the paper can get wet too.

Informant 10: In buying these type of products, I often use youtube and other social media

platforms to check their effectivity, quality and other factors that I need to know.I also consider

my needs for me to asses whether the product will just be a waste.

( In buying these types of products, I often use youtube and other social media platforms to check

their effectiveness, quality, and other factors that I need to know. I also consider my need for me

to assess whether the product will just be a waste.)

Informant 11: Quality, Brand, Affordability, and Packaging. Since in cosmetics I think there are

more various options especially with eco-friendly packaging or eco-friendly components and I

would consider that more in purchasing a product.

(Quality, Brand, Affordability, and Packaging. Since in cosmetics I think there are more various

options, especially with eco-friendly packaging or eco-friendly components and I would consider

that more in purchasing a product.)

Informant 12: Quality, brand, and convenience.

Informant 13: From what I know, the example presented is proven to be greenwashed. For me,

the factor in buying cosmetics like this is its affordability because I am always on a budget as I

am still a student. The quality also matters that's why I rely on the product reviews before trying

it out.

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Question 6: What are the factors that you consider in buying this product (clothing)? Please

explain.

Informant 1: I always check the history of the brand and its process.

Informant 2: When it comes to buying clothes you should buy ones that are going to last for a

long time, hence, the quality.

Informant 3: I always consider the price and quality in terms of style and the type pf cloth used.

I also make sure the clothing suits my taste or personal preference before buying it.

(I always consider the price and quality in terms of style and the type of cloth used. I also make

sure the clothing suits my taste or personal preference before buying it.)

Informant 4: Since our family already trusts the specific brand of clothing given above, I would

be more likely buy it than other brands. Aside from that, I would also consider the quality and

the type of material that the clothes are made of.

(Since our family already trusts the specific brand of clothing given above, I would be more

likely to buy it than other brands. Aside from that, I would also consider the quality and the type

of material that the clothes are made of.)

Informant 5: For clothing, the most important thing I consider is how long do a certain piece of

clothing be useful for me. Of course, I consider its price and quality. But how long I will use that

79
piece of clothing is the most important for me because I actually just buy the basic ones that I

know I will use for a very long time.

(For clothing, the most important thing I consider is how long a certain piece of clothing is

useful for me. Of course, I consider its price and quality. But how long I will use that piece of

clothing is the most important for me because I actually just buy the basic ones that I know I will

use for a very long time.)

Informant 6: Quality and affordability

Informant 7: Environment-friendly

Informant 8: Pretty similar to my previous answers... the factors I would probably consider

before buying this are: 1. Price, 2. My own preferences such as the fabric and color, 3. Quality &

Durability.

(Pretty similar to my previous answers, the factors I would probably consider before buying this

are the following: 1. Price, 2. My own preferences such as the fabric and color, 3. Quality &

Durability.)

Informant 9: I have seen those H&M sustainable fashion movement in stores, and I consider to

buy these clothes more than the one’s without tags. Not only that, H&M has quality clothes so I

say it’s worth it even though it’s not budget-convenient since it’s expensive too.

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(I have seen those H&M sustainable fashion movements in stores, and I consider buying these

clothes more than the ones without tags. Not only that, H&M has quality clothes so I say it’s

worth it even though it’s not budget-convenient since it’s expensive too.)

Informant 10: Im picky when it comes to clothes. I criticize its looks, how it fits me, and also

the brand quality. I dont buy clothes that I think I will not be wearing multiple times.

(I'm picky when it comes to clothes. I criticize its looks, how it fits me, and also the brand quality.

I don't buy clothes that I think I will not be wearing multiple times.)

Informant 11: Quality, Material/Cloth (To know how long it will last), Affordability, and

Sustainability. I choose this knowing that one of the most harmful industries to the environment

is the fashion industry so it is vital to choose those items that are sustainable.

(Quality, Material/Cloth (To know how long it will last), Affordability, and Sustainability. I

choose this knowing that one of the most harmful industries to the environment in the fashion

industry so it is vital to choose those items that are sustainable.)

Informant 12: Quality, affordability, wash & care instructions, and garment fit

Informant 13: When buying this product, affordability is always the main factor. Its quality is

also important because I want a clothing to last. I think H&M's idea is good but I don't have the

money to buy their products. If I were to choose, I would rather buy 2nd hand clothing.

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(When buying this product, affordability is always the main factor. Its quality is also important

because I want an item of clothing to last. I think H&M's idea is good but I don't have the money

to buy their products. If I were to choose, I would rather buy 2nd hand clothing.)

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 CHAPTER 5

SUMMARY, CONCLUSION, AND RECOMMENDATION

This chapter provides a summary of the study's findings, the conclusions drawn from the

results, and the recommendations derived from the key findings of the research. This is also the

study's last and final chapter. Its main goals are to provide a clear answer to the research

questions posed in the first chapter, as well as to summarize and reflect on the research.

Recommendations are also included for the amelioration of the overall research process as well

as the lives of the beneficiaries.

Summary of Findings

This study’s general problem seeks to determine the relationship between the level of

greenwashing awareness and the level of green product purchase of the Eco-Ambassadors of St.

Mary's College of Baliuag. This study answers the specific questions from the data collected and

is summarized as follows:

The first question of the researchers focuses on gaining knowledge of the average level of

greenwashing awareness of the Eco-Ambassadors of St. Mary’s College of Baliuag. The

researchers aimed to know the average level of awareness by the subjects regarding

greenwashing through a survey questionnaire. The result M = 3.41 in Table 7 indicates that the

83
Eco-Ambassadors in St. Mary’s College of Baliuag are aware of greenwashing, having a

standard deviation of 0.62. In search of the qualitative reasons for such figures, the researchers

further elaborated the study using a medium of an interview questionnaire. The results shown in

Figure 6 exhibit that out of the 13 participants, four are with insufficient knowledge, six are with

basic knowledge, and three are with well-rounded knowledge. Most of the informants described

their knowledge as basic or good enough, making them aware of greenwashing but still unable

to confidently differentiate the real eco-friendly products from the greenwashed ones.

The second question of the researchers seeks to shed light on the average level of green

product purchase of the Eco-Ambassadors of St. Mary’s College of Baliuag. The researchers

aimed to acquire knowledge regarding the green product purchase of the subjects again, through

a survey questionnaire made up of a 5-point Likert scale. Such a questionnaire was heavily

inspired and influenced by the 2018 study, “Consumer Perceptions of Greenwashing:

Understanding Awareness, Trust, and Effectiveness”, by Halverson. The result M = 2.94 in Table

8 implies that the Eco-Ambassadors in St. Mary’s College of Baliuag might or might not buy a

green product in line with their purchasing intent. The results in Figure 7 exhibit that out of the

13 participants, considering the uncertainty of a product being greenwashed, six remain willing

to purchase, five reject the idea and turn away, and two become hesitant to buy. Most participants

felt that buying a greenwashed product is inevitable thus not minding anymore the uncertainty of

it.

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 The third question of the researchers aims to collect information on the relationship

between greenwashing awareness and green product purchase of the Eco-Ambassadors of St.

Mary’s College of Baliuag. The researchers solved for the correlation of the two variables using

Pearson R’s Correlation Coefficient formula and the given data of each variable got the result of

0.238. Such a result explains that there is a negligible correlation between the two variables.

Since the p-value is greater than the critical value of 0.05, the alternative hypothesis is therefore

rejected and the null hypothesis is accepted. This means that there is no significant relationship

between greenwashing awareness and green product purchase of the Eco-Ambassadors of St.

Mary’s College of Baliuag. In relation, Figure 8 shows the summary of responses for the

correlation between greenwashing awareness knowledge and green product purchase. 11 out of

the 13 responses mentioned that their knowledge about greenwashing made them more conscious

and skeptical about their purchase. Most of the respondents have mentioned that while buying,

they are becoming more cautious about the product and labeling. While the remaining two stated

that it doesn’t affect their purchase intention, it is evident that one’s knowledge and awareness

made them skeptical about purchasing.

To answer the researchers’ fourth foreshadowed problem namely, “What other factors

lead to the negligible correlation between the Eco-Ambassador's green product purchase and

their greenwashing awareness?”, Figures 9, 10, and 11 show the different factors affecting the

green purchase intention of the respondents. It is distributed into three categories: beverages,

cosmetics, and clothing.

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Conclusion

The researchers of this study assert that the Eco-Ambassadors of St. Mary’s College of

Baliuag are aware of greenwashing marketing. Having a mean of 3.41 and a standard deviation

of 0.62 out of 42 respondents, the act of being “aware” is considered the average level of

greenwashing awareness based on the scale utilized by Paguigan and Jacinto (2018).This means

that the Eco-Ambassadors can adequately understand the issue but do not have a full

understanding of it. To support this idea, Figure 6 reveals that four of the 13 participants have

inadequate knowledge, six have basic knowledge, and three have well-rounded knowledge. The

four participants with insufficient knowledge said that they are familiar with the general idea of

what greenwashing is but that is mostly it. This is why they have concluded to themselves that

they lack the knowledge and understanding regarding the topic. The four participants recognized

that they are no experts on the topic and may still be fooled by greenwashed products. The six

participants with basic knowledge stated that they have a good grasp and understanding of the

subject but stepped back a little with how well their understanding is. Lastly, the three

participants with well-rounded knowledge replied with a well-explained and specified

explanation of what greenwashing is. “I recall, greenwashing marketing is when some product

marketers deliberately use the color green or eco-friendly symbols of sorts to give customers the

impression that their product is natural, toxin-free, eco-friendly, and the like.” as expounded one

of the three participants. These students exhibited their confidence with their claim on how well

aware they are of greenwashing. All the information taken into consideration gives the

researchers an assurance that the Eco-Ambassadors are aware of how greenwashing is being

utilized.

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 Moreover, the data gathered and presented in Table 8 indicates an interpretation that an

Eco-Ambassador from SMCB might or might not buy a green product in line with their

purchasing intent and is considered the overall average level of their green product purchase.

This also equates to the descriptive rating that an Eco-Ambassador is neutral or uncertain of

purchasing a certain green product regardless of their greenwashing knowledge. To further

support the statement, Figure 7 displayed the level of green product purchase intention. The data

gathered had shown that six out of the 13 respondents would still buy the product. Five people

disagreed and two were still hesitant. Respondents had explained that the product might be a

necessity and essential to their daily living which is why they would still buy it. Those who

disagreed mentioned that it is for the benefit of the environment. They also want certainty in

terms of the claims of companies with regards to a product’s eco-friendliness.

As stated previously, Table 9 was presented to introduce and differ the numerical values

of the variables. No conclusions could be asserted from the table but the researchers could utilize

it to infer necessary information. Supporting this, greenwashing has a positive effect on green

confusion and green perceived risk, according to the findings of Tarabieh (2021). Furthermore,

his study shows that green confusion and green perceived risk serve as a buffer between the

negative relationship between greenwashing and green purchase intention. This reinforces the

data under Table 9 as it means that greenwash has assured the participants’ purchase intention via

green confusion and green perceived risk, in addition to a direct negative effect on it. Finally,

green trust or having full knowledge if a product has been greenwashed or not has no effect on

green purchase intention and does not mediate the relationship between greenwash and green

purchase intention.

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 From the data and information gathered in Table 10, the result being r = 0.238 explains

that there is a negligible correlation between the two variables. This means that if one variable

increases or decreases, there is a lower chance of there being a relationship with the second

variable. Also, according to the findings of Barbarossa and Pastore (2015), the factors that affect

environmentally-conscious consumers from buying green products are the items’ higher price

and insufficient availability. This means that whether an individual is more

environmentally-concerned, it does not automatically mean they purchase green products since

there are also other factors that an individual considers before purchasing a certain product. To

strengthen and supplement this information, the majority of the participants asserted that they

have become skeptical about their purchases. However, one of the informants stated that he is

unconsciously mind-conditioned to believe that “eco-friendly” businesses are better than those

who do not consider such claims. Taking these facts into account only justifies how the

researchers concluded with a negligible correlation of the variables being tested.

The figures that will further articulate and interpret the factors that affected the negligible

correlation between the variables are the following:

Figure 9 shows the factors affecting the green purchase intention in terms of beverages as

an example. Four of the 13 considered the packaging. They have mentioned that the packaging

contains the look, and they would go for the appealing ones. These can also help them gauge the

sustainability of the material. 10 is concerned with the quality of the beverage. Branding is

considered by six people while four base their purchase based on the cost of the product. The

88
respondents want the payment to be in line with the quality of their purchase. The reputation of

the brand is also significant to them. One considers the reusability, and the remaining one base

their purchase on impulse.

Cosmetics is the category in Figure 10. Five out of the 13 respondents look for the

packaging. Two respondents go for the sustainability of the product. Some mentioned, same in

the beverage category, that they can see the sustainability of the product based on its packaging.

11 mentioned that they are looking for quality. The respondents want to be able to utilize

products that would benefit them. Branding greatly influences five of the respondents. Nine

based their purchase on affordability. Two aimed for sustainability and the remaining one

considers convenience. It has been stated in their responses that they want to be able to get the

best value for their money. Even if that is the case for most, there is still the factor of

accessibility. Consumers would often go for what is easy to get to.

Lastly, Figure 11 displays the factors that affect the informants’ decision-making in terms

of clothing. The brand is of main significance for two informants. Four answered that they look

for eco-friendly clothing. Quality is the deciding factor for the twelve. Affordable clothing is

aimed for by seven out of 13. Three informants check for the material that is used. Four simply

stated that their personal preference is the deciding factor. Lastly, the functionality is of utmost

importance for three of the informants. The quality of the product is defined by our respondents

as the deciding factor for its sustainability. They want to be able to use the product for a long

89
period of time. Practically speaking, they have also mentioned the affordability factor. They

choose the ones that are right for the price.

Recommendations

Based on the study's findings, the researchers recommend the following:

1. To the Eco-Ambassadors

Since the result suggested that the average level of greenwashing awareness

among the Eco-Ambassadors is under the descriptive rating of “aware”, it is highly

suggested that the Eco-Ambassadors possess prior knowledge about greenwashing

considering the position they uphold. It is also recommended for the Environmental

Management System of St. Mary’s College of Baliuag to implement seminars/webinars

focused on greenwashing to spread awareness and in-depth knowledge among the

Eco-Ambassadors.

2. To the Students

It is advised for students to have the initiative towards themselves to be more

aware and knowledgeable regarding greenwashing and its tactics. This knowledge shall

prove useful and helpful in acknowledging honest and real green products from not. If the

90
 so-called Eco-Ambassadors were labeled under the descriptive rating of “aware”, it only

poses the urge for common people to learn more about this prevalent issue.

3. To the Parents

Considering that parents are usually in charge when it comes to purchasing

groceries, it is highly encouraged to be wary of the products they purchase. They should

not only rely on the brands and the price but the nutritional or chemical content of the

product as well.

4. To the Green Product Consumers

It is highly recommended for green product consumers to examine their decisions

more critically. Specifically, a consumer can check the contents, like the ingredients

portion instead of simply relying on labels such as “eco-friendly” and “sustainable” on

the packaging, to be able to check the validity of a product and whether it is eco-friendly.

5. To the Researchers

Through the course of this research, a lot of knowledge revolving around

greenwashing and research itself was encountered. The researchers shall be warier of

greenwashing as they cover it through their daily lives. The researchers recommend to

91
 themselves that they retain the gained knowledge and experience and grow further from

it.

6. To the Future Researchers

Figure 7: Research Skills One, Correlation interpretation, Graham Hole v.1.0. (2003)

Figure 7 presents that the use of greater sample size can influence the Correlation

coefficient to fluctuate less around the "actual" figure for the population r. By the time that a

researcher uses a sample size of 100 or greater is when the sample r becomes consistent in

resembling the "actual" population r. Therefore, it is highly suggested to use a larger sample size

to be assured that your sample r is an accurate representation of the population r.

In line with the previous recommendation which suggests using a greater sample size, the

researchers recommend conducting this study with the masses as the respondents, not just the

92
environmentalists as it will be of great help to widen their knowledge with regard to their

perception of greenwashing.

Lastly, the researchers suggest that future researchers use a different approach upon

conducting the study. They might want to reconsider doing causal research to further elaborate if

there is in fact a cause-and-effect relationship between greenwashing awareness and green

product purchase.

93
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 APPENDICES

This part of the paper contains information that is not required to be included in the body

of the paper but may be useful in providing fuller and well-founded knowledge of the research

subject. It also contains information that is too lengthy to be included in the body of the

document. The content of this segment was summarized and referred to in the body of the report

at the appropriate point.

Appendix A: Letter of Consent for Respondents (Quantitative Research)

December 7, 2021

Dear Sir/Ma’am,

Greetings of peace and solidarity!

I am Jodie Mendoza of Grade 12- St. Anne under the STEM strand and we are currently
undertaking research entitled, "The Correlation between the Level of Greenwashing Awareness
and Level of Green Product Purchase of the Eco-Ambassadors of St. Mary’s College of
Baliuag", as a course requirement for our subject Practical Research II.

In this regard, I would like to humbly request your voluntary participation in the
interview we will be conducting most probably within the week or by next week. To give you a
little detail about the said interview, we will be sending you an online survey questionnaire via
Google form/survey link to be answered at your own expense. The interview questionnaire that
we have designed is composed of 2 parts: (1) Demographics and (2) Interview Questions
composed of closed-ended questions regarding our two variables.

Moreover, due to the limited number of respondents — the SMCB Eco-Ambassadors —

it is with our earnest request that you actively participate in this endeavor for the success of the
research process. We also seek your permission to be contacted through the group chat made
specifically for the SMCB Eco-Ambassadors Organization for an easier mode of communication
and follow-up reminder purposes.

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 Should you need further details, I'll be more than pleased to provide them. You may
directly message me on my Messenger account (Jodie Maurizia - 09310482477) or you may opt
to send me an email as well (jodiemaurizia.mendoza.shs@smcbaliwag.edu.ph).

Thank you in advance for your time and assistance with our research.

Respectfully yours,

Giuliana Gail M. Batac James Israel O. Gagui

The Researcher The Researcher

Russel A. dela Peña Jodie Maurizia T. Mendoza

The Researcher The Researcher

Noted by:

Ms. Cherillyn Robles (SGD)

Research Adviser

102
Appendix B: Letter of Consent for Respondents (Qualitative Research)

103
 Appendix C: Validation Letter

December 19, 2021

MR. RABIN F. CANUZO

Environmentalist

264 Berinayan, Laurel, Batangas

Laurel, Batangas

Dear Mr. Canuzo:

Greetings of Peace and Solidarity!

The researchers of this study are students from St. Mary’s College of Baliuag, and are
currently conducting a quantitative (correlational) research, entitled, “The Correlation between
the Level of Greenwashing Awareness and Level of Green Product Purchase of the
Eco-Ambassadors of St. Mary’s College of Baliuag.” Last December 7, 2021, the researchers
sent you a list of their questions for the research stated above. This letter is intended for the
purpose of validating, confirming, and approving the survey questionnaire disseminated by the
researchers, regarding all the questions that had been answered by selected respondents. This
signed letter will then be used as evidence that the research instrument has been validated by an
expert, or a person knowledgeable in the field of greenwashing and green product purchase.
Moreover, this will act as proof that the researchers were allowed to further conduct the study,
asserting its reliability.

Thank you very much for your valued time, as well as for sharing your great expertise.

104
Respectfully yours,

Giuliana Gail M. Batac James Israel O. Gagui

The Researcher The Researcher

Russel A. dela Peña Jodie Maurizia T. Mendoza

The Researcher The Researcher

Approved by:

Rabin F. Canuzo

Environmentalist, Mister Earth Philippines 2019-2020

105
 Appendix D: Quantitative Survey Questionnaire

Consumer Perception of Greenwashing Survey

I. Demographics

Name: _______________________________________________________________________

Age: _________________________________________________________________________

Gender:

o Male

o Female

1.When purchasing products, how often do you look for green alternatives?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

II. Greenwashing Awareness

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1. Are you familiar with the term “greenwashing”?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

2. In your opinion, how common do you think greenwashing is?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

3. Do you think greenwashing is a problem?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

107
4. Can you easily recognize green product labels?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

5. Can you easily differentiate an organic product from a non-organic product?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

6. Can you recognize when a product is literally misleading its environmental

characteristics?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

108
o Extremely (5)

7. Can you identify products with “green labels” or images that mislead the nature of their
environment?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

8. Can you recognize a product that has a vague or seemingly unprovable green claim?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

9. Can you identify when a product is exaggerating its green features?

o Not at all (1)

o Slightly (2)

109
o Somewhat (3)

o Very (4)

o Extremely (5)

10. Can you tell when a product omits or excludes important information to make the
green claim more convincing than it should be?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

11. Do you trust green labels that are commonly used in products?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

110
III. Green Product Purchase

A. No Label

Below is an image, as well as several statements. Answer each question to the best of your

abilities.

Kindly rate the product shown earlier on its various features. To what extent do you

consider this product:

Not at all (1) A little (2) Somewhat (3) Very (4) Extremely (5)

Attractive o o o o o

Sustainable o o o o o

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Informative o o o o o

Trustworthy o o o o o

High-quality o o o o o

Appealing o o o o o

8. To the best of your knowledge, how environmentally friendly do you consider this
product?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

9. Do you trust the product (eco-friendly-wise) despite the absence of an eco-label?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

112
o Extremely (5)

10. Does the absence of an eco-label discourage you from purchasing the product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

11. Do you think the presence of environmental labels helps you make a judgment about
the environmental friendliness of a product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

12. In your opinion, do you think this product labeling is a case of greenwashing?

o Extremely (1)

o Very (2)

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o Somewhat (3)

o Slightly (4)

o Not at all (5)

III. Green Product Purchase

B. Sin of Irrelevance

Below is an image, as well as several statements. Answer each question to the best of your

abilities.

Kindly rate the product shown earlier on its various features. To what extent do you

consider this product:

114
 Not at all (1) A little (2) Somewhat (3) Very (4) Extremely (5)

Attractive o o o o o

Sustainable o o o o o

Informative o o o o o

Trustworthy o o o o o

High-quality o o o o o

Appealing o o o o o

19. To the best of your knowledge, how environmentally friendly do you consider this
product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

115
20. To what extent do you trust the "No CFC" label in the product’s packaging?

o Extremely(1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

21. Would seeing this label encourage you from purchasing the product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

22. Do you think the presence of environmental labels helps you make a judgment about
the environmental friendliness of a product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

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o Not at all (5)

23. In your opinion, do you think this product labeling is a case of greenwashing?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

III. Green Product Purchase

C. Sin of Vagueness

Below is an image, as well as several statements. Answer each question to the best of your

abilities.

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Kindly rate the product shown earlier on its various features. To what extent do you

consider this product:

Not at all (1) A little (2) Somewhat (3) Very (4) Extremely (5)

Attractive o o o o o

Sustainable o o o o o

Informative o o o o o

Trustworthy o o o o o

High-quality o o o o o

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Appealing o o o o o

30. To the best of your knowledge, how environmentally friendly do you consider this
product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

31. To what extent do you trust the "recycled" label in the product’s packaging?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

32. Would seeing this label encourage you from purchasing the product?

o Extremely (1)

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o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

33. Do you think the presence of environmental labels helps you make a judgment about
the environmental friendliness of a product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

34. In your opinion, do you think this product labeling is a case of greenwashing?

o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

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 III. Green Product Purchase

D. Sin of Worshipping False Labels

Below is an image, as well as several statements. Answer each question to the best of your

abilities.

Kindly rate the product shown earlier on its various features. To what extent do you

consider this product:

Not at all (1) A little (2) Somewhat (3) Very (4) Extremely (5)

Attractive o o o o o

121
Sustainable o o o o o

Informative o o o o o

Trustworthy o o o o o

High-quality o o o o o

Appealing o o o o o

41. To the best of your knowledge, how environmentally friendly do you consider this
product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

42. To what extent do you trust the "eco-friendly" label in the product’s packaging?

o Extremely (1)

o Very (2)

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o Somewhat (3)

o Slightly (4)

o Not at all (5)

43. Would seeing this label encourage you from purchasing the product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

44. Do you think the presence of environmental labels helps you make a judgment about
the environmental friendliness of a product?

o Extremely (1)

o Very (2)

o Somewhat (3)

o Slightly (4)

o Not at all (5)

45. In your opinion, do you think this product labeling is a case of greenwashing?

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o Not at all (1)

o Slightly (2)

o Somewhat (3)

o Very (4)

o Extremely (5)

Appendix E: Qualitative Interview Questionnaire

THE CORRELATION BETWEEN THE LEVEL OF GREENWASHING AWARENESS

AND LEVEL OF GREEN PRODUCT PURCHASE OF THE ECO-AMBASSADORS

OF ST. MARY’S COLLEGE OF BALIUAG

Greetings of Peace and Solidarity!

We are the researchers of Grade 12- St. Anne under the STEM strand and we are
currently undertaking research entitled, "The Correlation between the Level of Greenwashing
Awareness and Level of Green Product Purchase of the Eco-Ambassadors of St. Mary’s
College of Baliuag", as a course requirement for our subject Inquiries, Investigation, and
Immersion.

Thank you for taking the time and the willingness to complete our survey questionnaire
and for submitting it back to us. Do know that your honest answers will help us acquire
accurate data for the success of this study. Your participation is indeed important to us. May
you have a BLUER and GREENER day ahead, Eco-Warriors!

1. Email

I. DEMOGRAPHICS

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 The researchers of this study want to know the following basic information as it
will help them determine the factors that may influence the respondent's answers.

2. Full Name (First Name, Middle Initial, Surname)

3. Age

o 9 years old

o 10 years old
o 11 years old
o 12 years old
o 13 years old
o 14 years old
o 15 years old
o 16 years old
o 17 years old
o 18 years old
o 19 years old

4. Gender

o Male

o Female

o Prefer not to say

II. Interview Question

Below is the following interview questions. Please answer it with sincerity and
honesty. We appreciate and share our gratitude to you for taking the time and effort in
answering our interview questions.

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1. How would you describe your knowledge in terms of greenwashing marketing?

2. Would you buy a product with the uncertainty of it being greenwashed? Why or why not?

3. How does your knowledge of greenwashing affect your decision-making in buying a product?

4. What are the factors that you consider in buying this product (beverages)? Please explain.

5. What are the factors that you consider in buying this product (cosmetics)? Please explain.

126
6. What are the factors that you consider in buying this product (clothing)? Please explain.

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 Appendix F: Tally Sheet

Levels of Greenwashing Awareness: Individual Mean (11 Questions)

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Levels of Green Product Purchase: Individual Mean (45 Questions)

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 Appendix G: Regression

Appendix H: Mean and Standard Deviation

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