Determinants of consumer intention and behaviors from Metro Manila toward green products

• Main Authors: Rellosa, Denielle Hana, Rellosa, Karla Denice, Aure, Patrick Adriel H., Balatbat, Maricel S.
• Format: text
• Published: Animo Repository 2022
• Subjects: Green products; Consumers' preferences—Philippines—Metro Manila; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9185
• Institution: De La Salle University

The adverse side effects of capitalism have raised many environmental concerns that need immediate solutions (United Nations Organization, 2019). These concerns have led to the creation of the green movement. Nowadays, more consumers research the effects of products on the environment. Environmental considerations have become a factor in their consumption of a product (Yan, Yeow, Yazdanidard, & Rashad, 2014). Thus, this study investigates the intentions and behaviors of green consumers and the factors that influence their green purchase decisions by using the lenses of the theory of planned behavior and green perceived value. The research had two phases of data gathering. Phase 1 concentrated on the green purchase intentions of Filipinos from Metro Manila and their attitudes and behaviors toward green products. Phase 2 focused on examining whether green purchase intentions led to actual behavior within the span of 1 to 2 months. For this research, the same respondents are analyzed during the two data collection phases. By conducting these two phases, the researchers confirmed the direct relationship of purchase intentions and purchase behaviors of consumers residing in Metro Manila. This study gathered 459 respondents for Phase 1 and 131 respondents for Phase 2. By conducting the two phases of data collection, this research confirmed the relationship of green purchase intentions towards green purchase behavior of consumers residing within Metro Manila towards green products.