Green buying behavior and its implications on corporate strategies

• Main Authors: Ong, Francine Richelle Chua, Sy, Jean Sylvanah Lao, Ting, Genna Lynn Sy, Yan, Treasure Lo
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Green marketing; Consumer behavior; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10730
• Institution: De La Salle University

This research paper studied the green buying behavior of student consumers and the implications of the study on corporate strategies. The assumption is that environmental concern and product attributes are predictors of the green buying behavior of student consumers. Another assumption is that price and quality of the product moderate the relationship between environmental concern of students and their green buying behavior. To test these hypotheses, the researchers randomly surveyed 350 business students from De La Salle University and some were asked to clarify their answers. The researchers found out that respondents have high consumer awareness concerning green products. Among the predictors, only product attributes and environmental concern, considering price, affects the green buying behavior of student consumers. The researchers also found out that underutilized branding is common in green products thus, companies should focus more on their brand building strategies. The researchers recommended a wider demographic profile and to include other possible predictors of green buying behavior in future studies.