The purchase intention of Filipino consumers towards environmentally friendly products

• Main Authors: Bascos, Shiela Camille, Murad, Noel Sajid I.
• Format: text
• Published: Animo Repository 2021
• Subjects: Green products—Purchasing—Philippines; Consumer behavior—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/10900
• Institution: De La Salle University

The purpose of this study is to determine the factors that influence the intention and behavior of Filipino consumers towards green consumption. Specifically, this study aims to answer the following:1. How do differences in attitude, subjective norms, and perceived behavioral control impact the purchase intention of Filipino consumers towards environmentally friendly products? 2. How does the intention towards buying green products impact the consumption of environmentally friendly products?The research made use of the Theory of Planned Behavior (TPB) by Ajzen (1988) to explain how and what kind of beliefs help Filipino consumers make green purchases.Under the premises of TPB (1988) and from the study of Abdullah Al Mamuna et al. (2018), this study proposed the following hypotheses:H1: Attitude has a positive effect on the intention towards buying environmentally friendly productsH2: Subjective norms have a positive effect on the intention towards buying environmentally friendly products.H3: Perceived behavioral control has a positive effect on the intention towards buying environmentally friendly products.H4: Intention towards buying environmentally friendly products has a positive effect on the consumption of environmentally friendly productsFindings show that the Filipinos’ attitude has a positive effect on the purchase intention towards environmentally friendly products (p-value=0). Furthermore, the opinion of others is influential on their positive decision making towards environmentally friendly products (p-value=0.003) and that they believe they have the ability to act or decide positively towards environmentally friendly products (p-value=0). Finally, purchase intention towards environmentally friendly products has a positive effect on the actual consumption of environmentally friendly products (p-value=0). Therefore, Hypotheses 1, 2, 3, 4 are all supported.The results of this study can help marketers understand factors that influence Filipino consumers in purchasing environmentally friendly products using these insights on attitudes, subjective norm, perceived behavioral control, intention, and behavior to resonate more with green consumers.