The purpose of our study is to understand how awareness of "green" or eco-

friendly products affects the purchasing decisions of university students. We aim

to determine if these eco-friendly products increase their willingness to buy and
whether they enhance the product's reputation.
WHAT MOTIVATED YOU TO CONDUCT OR CHOOSE THE STUDY?
With the growing trend of environmental consciousness, we recognized the
importance of understanding how green product awareness influences the buying
decisions of our generation, particularly university students.
Research gap: Our study focuses on how university students' understanding of
green products and decisions regarding their purchases. While there are many
studies that broadly examine consumer behavior, our attention on this particular
academic group offers innovative perspectives and fills a research gap.
H1: There is a significant relationship between green product and purchase
decision? Many studies have looked at how advertising and information about
being eco-friendly influence people to buy green products. For this study, the goal
is to see if university students are more likely to buy green products if they know
more about them and if factors like price, availability, and quality matter to them.
H2: There is a significant relationship between green product and product
reputation? Green marketing isn't just a trend anymore. It's how companies
operate now, working together to be more environmentally friendly. For
companies, using green marketing helps them attract customers who care about
the environment. It also gives the company a good name or reputation. For
customers, buying green products shows they care about the environment.
H3. There is a significant relationship between purchase decisions and product
reputation? When people feel they have more control or understanding over their
buying choices, they are more willing to buy green products. A study found that if
people feel they can manage outside factors when deciding to buy, they're more
likely to choose green products. Another study showed that when people believe
they have control over their buying choices, they're more likely to buy a product.
In simple terms, these hypotheses want to understand if knowing more about
green products, their reputation, and feeling in control of buying choices make
students more likely to buy eco-friendly items.
CONCEPTUAL FRAMWORKS: We chose the Theory of Planned Behavior (TPB)
for our framework because it's effective in predicting why people buy green
products based on their intentions and attitudes.
METHODOLOGY SCRIPT

Why did u choose descriptive correlational design? to explore the relationships

between green product perception, product reputation, and purchase decisions among
consumers. We also chose a descriptive-correlational research design because it seeks to
understand the connections between variables and describe their interrelationships.

Why did you choose stratified sampling? We chose stratified sampling because we're
studying different groups of SBA management students, like those in Financial
Management, Human Resource, and others. By using this method, we make sure that
students from each course are properly included in our study. This approach helps in
getting accurate results since it ensures that every group, big or small, is represented
fairly. In other words, it ensures a balanced and comprehensive view by considering all
types of students.

statistical tools G*Power (sample size)314 respondent 32 FM, LM 32, 12HR, 73 MK,164
BM Because it’s allowed the researchers to determine the appropriate sample size for our study,
which ensured that our results were statistically significant and representative of the population
of interest.

the point-biserial correlation and the Spearman rank correlation? We use the point-
biserial correlation and the Spearman rank correlation because they help us measure
how closely connected our study factors are. They show if, and how strongly, one thing
affects another in our data. By using these tools, we can understand the patterns and
relationships in a clear, numerical way. In our study, we have prepared to use both
parametric and non-parametric tests. The choice between them will depend on the
nature of our data once collected.

Data instrument divided into 4 parts and have 18 question

Background of Respondents: This section provides demographic data like sex, age,
year level, and program.

Green Product Breakthrough: The reliability for product quality and preference of
green products is between 0.737 and 0.771.
Purchase Decision: Cronbach’s alpha value for this section is 0.893.
Product Reputation:The reliability scale for questions on green brand positioning is
0.819. The reliability scale for attitude towards the green brand is 0.936.
Mean rating, will be used for data analysis
WHAT MOTIVATED YOU TO CONDUCT OR CHOOSE THE STUDY?

With the growing trend of environmental consciousness, we recognized the importance of

understanding how green product awareness influences the buying decisions of our generation,
particularly university students.

WHAT IS THE BACKGROUND OF YOUR STUDY?

As environmental concerns rise, consumers are becoming more eco-conscious. This study dives into how
green product knowledge impacts the purchasing choices of university students, a demographic actively
influencing future market trends.

HOW IS YOUR THEORY OR CONCEPT RELEVANT TO YOUR STUDY?

We're utilizing the Theory of Planned Behavior, which posits that intentions drive behavior. In the context
of our study, understanding students' attitudes towards green products can predict their purchasing
behavior.

HOW DID YOU FORMULATE YOUR S.O.P.?

We identified a gap in understanding the specific purchasing behavior of university students towards
green products and formulated our Statement of the Problem around this focal point.

WHAT IS THE IMPORTANCE OF YOUR STUDY?

Our research provides insights into how informed choices today among university students can influence
more sustainable market trends in the future. Businesses can also leverage this knowledge to tailor their
green product marketing strategies.

WHAT IS THE LIMITATION OF YOUR STUDY?

Our study is limited to university students, so the results might not be generalizable to other age groups
or demographics.

IS THERE AN EXISTING RESEARCH GAP?

Yes. While there's ample research on green consumerism, there's limited focus on the specific
purchasing behaviors of university students in relation to green product awareness.

WHAT METHOD AND TECHNIQUE DID YOU USE?

We employed a descriptive correlational design, using methods like point-biserial correlation and the
Spearman rank correlation to analyze data.

WHO ARE YOUR RESPONDENTS?

Our respondents are university management students.

DISCUSS THE POPULATION AND SAMPLE OF YOUR STUDY?

The population consists of university management students. From this population, we selected a
representative sample to ensure our findings are as accurate and generalizable as possible within that
demographic.

HOW DID YOU CHOOSE THE SAMPLE OF YOUR STUDY?

We used stratified sampling to ensure our sample accurately represents the diverse groups within the
university management student population.

WHAT INSTRUMENT DID YOU USE?

We utilized a 4-point Likert scale questionnaire to gather responses on various variables like green
product awareness, purchase decision, and product reputation.

HOW DO YOU PLAN TO GATHER YOUR DATA?

We're using Google Forms for efficient questionnaire administration. Respondents will access the survey
via computers or mobile devices, with assistance from class representatives to distribute the survey link.