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GREEN MARKETING AND GREEN PURCHASE
INTENTION AMONG COLLEGE STUDENTS OF A
STATE UNIVERSITY IN BAIS CITY
PSYCHOLOGY AND EDUCATION: A MULTIDISCIPLINARY JOURNAL
2023
Volume: 7
Pages: 51-57
Document ID: 2022PEMJ516
DOI: 10.5281/zenodo.7599908
Manuscript Accepted: 2023-27-1
Psych Educ,2023, 7: 51-57, Document ID: PEMJ516, doi:10.5281/zenodo.7599908, ISSN 2822-4353
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Green Marketing and Green Purchase Intention Among College Students of a State
University in Bais City
Mary Jane A. Zamora*, Mark Anthony N. Polinar, Alexander Franco A. Delantar, Celso L. Ouano
For affiliations and correspondence, see the last page.
Abstract
The reasons why current consumption patterns have changed from buying conventional products that
have exacerbated severe issues like climate change and global warming to a "going green" trend are
addressed through the study of green marketing and green purchase intention. The focal goals of this
study are to ascertain the level of agreement between the green marketing variables and the degree to
which green purchase intention has manifested itself, as well as to ascertain whether there is a
correlation between the variables under green marketing and green purchase intention manifestation.
The research goals were addressed by using a descriptive-correlational method. Four hundred
twenty-four college students willingly participated in the study using a random sample technique and
analyzing the tabulated data using the weighted mean and Pearson correlation coefficient. With a
grand mean of 3.05 and a weighted mean of 3.05, respectively, from the data studied, respondents
reasonably comprehend the variables under green marketing. Further, all correlations considered
during the investigation were determined to be insignificant, which led to the rejection of all null
hypotheses. The researchers concluded that it is evident that respondents' comprehension of green
marketing variables and the extent of manifestation for them to buy green products is at a moderate
level. However, a better understanding of the significance and relevance of green products to the
environment does not imply that college students will buy or patronize them. Therefore, it is advised
that more local research be done to strengthen the body of knowledge of green marketing.
Keywords: green marketing, green purchase intention, college students, state university, and bais city
Introduction
In the 21st century, environmental aspects are
considered essential in society. Climate change, poor
air quality, soil erosion, ozone depletion, undrinkable
water, and global warming are just a few effects of not
preserving the environment. Governments almost all
over the world are putting efforts into addressing
environmental problems (Vani, 2022). One of the
reasons investigated is the mass production,
consumption, and marketing of non-eco-friendly
products in the market (Gaikwad & Ingavale, 2011).
As a result, several tools and techniques were
published to address this significant problem. One of
the tools, the PESTLE analysis made by Francis
Aguilar in the late 1960s, was utilized until now to
scan the business environment to have a greater
understanding of the external factors of the business.
This tool gives a bird's eye view of different angles a
business should consider, especially the environmental
aspects. Furthermore, aside from tools and techniques,
there is an emerging discipline that pursues
contributing to the welfare of the environment.
Green marketing, also called environmental marketing
and sustainable marketing, is defined by the American
Marketing Association (AMA) as the marketing of
products that are presumed to be environmentally
friendly. According to Polonsky (1991), "green
marketing" is any activity aimed to develop and enable
exchanges to satisfy human needs or wants with the
least possible adverse environmental effects. Green
marketing constitutes a broad range of activities,
including modification of products, reengineering the
production process, revamping the packaging, and
designing a green advertisement. This emerging field
of study keeps growing because consumers demand to
pay the price of green products, as made by Simon-
Kucher & Partners (2021). In that study which
constitutes 10,000 respondents across 17 countries,
85% of consumers have shifted their buying patterns to
more ‘greener’ path. In that case, the paper by Ponzi
(2019) that was published in the Asian Development
Bank proposed the following policies and measures to
promote green business development: green business
approaches for natural capital, green technology
innovation, private sector green finance, public funds,
and blended finance, market-based approaches for
green businesses, skills training for smooth transitions,
and informational approaches for green business.
Another study in the Philippines unveils that out of
133 chief executive officers (CEO) interviewed, 80%
or 106 responded to integrating sustainable strategies
in their business models within 3-5 years (YCPS
Marketing & Communication Group, 2022).
In this paper, the researchers discovered that few kinds
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of literature were made that examine the variables
under green marketing and the manifestation of it to
intent purchasing green products. Also, they track
down that studies were not made that covered green
marketing and green purchase intention among college
students in a state university. Thus, the study wants to
add to the body of knowledge of the emerging
discipline. The principal researcher, currently teaching
in the college of business administration, wants to
scrutinize the college student's degree of
understanding of the existence of green products in the
market and if this understanding significantly relates to
the manifestation of the college students’ intent to
purchase green products. Furthermore, the set of
recommendations made by the researchers will
contribute to the state university's strategic planning in
helping college students understand the existence and
relevance of patronizing green products in the market.
Research Questions
The current study aimed to determine the degree of
agreement of the college students of the variables
under green marketing and the extent of manifestation
in green purchase intention. Also, the study wanted to
know if the variables under green marketing have a
significant relationship to the manifestation of green
purchase intention. The study desired to address the
following questions:
1. What is the degree of agreement of college students
in terms of:
1.1. Green product awareness;
1.2. Green perceived price;
1.3. Green perceived availability;
1.4. Green perceived value; and
1.5. Green perceived quality?
2. What is the extent of manifestation of college
students in green purchase intention?
3. Is there a relationship between:
3.1. The degree of agreement between green product
awareness and the extent of manifestation of green
purchase intention;
3.2. The degree of agreement between green
perceived price and the extent of manifestation of
green purchase intention;
3.3. The degree of agreement of green perceived
availability and the extent of manifestation of green
purchase intention;
3.4. The degree of agreement between green
perceived value and the extent of manifestation of
green purchase intention; and
3.5. The degree of agreement of green perceived
quality and the extent of manifestation of green
purchase intention?
Literature Review
The following sub-headings house relevant literature
and various empirical evidence about green marketing
and purchase intention.
Green Marketing
Several local and international scholarly reports
provide essential and relevant findings about green
marketing and its variables. A study from India
highlighted the consumers' perceptions and
preferences toward green marketing practices and
products from different businesses (Bhatia & Jain,
2013). The authors found a high level of awareness
about green marketing practices, products, and values.
Furthermore, the authors recommended that companies
in India should craft marketing communication
campaigns that center on promoting green products. It
implies in the study that consumers were highly
informed about green marketing, which contributes to
the shifting of consumer buying patterns to patronize
green products. Another paper shared the same
sentiment about the positive impact of green marketing
on the intention of consumers to buy green products.
Ansar (2013) studied the factors determining
consumers' intention to acquire green products. She
revealed that green advertisements, prices, and
packaging found a positive relationship to green
purchase intention. The author further suggests that
entities should put up more capital in building
corporate social responsibility in supporting marketing
campaigns so that CSR would stand as a significant
marketing effort. In their study, Wu and Chen (2014)
found that green marketing awareness, perceived
quality, and value positively influence the purchase
intention of the energy-saving lamp. It shows that
consumers perceived green marketing in green
products as providing quality assurance, and
consumers believed buying green products could
satisfy their demand in terms of quality, use, and
functions, as well as reduce environmental pollution
and resource waste, making the purchase worthwhile.
Furthermore, the mentioned studies have the same
findings, yet some have neutral or negative results
about green marketing.
The study by Rizvi (2021) indicated that even though a
substantial number of respondents agreed that they
understood the information about green marketing, a
massive part of the sample perceived neutrality or poor
information about green marketing and practices.
Although another part of the result unveils that most
respondents believed the importance and relevance of
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green marketing and the high intent of patronizing it,
there is room to be improved regarding understanding
the existence of green products in the market.
Concerning the study of Rizvi, the paper of Zulfiqar
and Shafaat (2015) revealed that their study's
respondents need better awareness of the qualities of
green products yet agreed to the essential of green
products in the environment. Both studies
recommended that government should create
regulations to impose heavy penalties on businesses
that make environmentally hazardous products.
Educating consumers about the advantages of green
products and services over conventional ones rests
with marketers and the government.
Green Purchase Intention
The execution of green marketing will be successful if
consumers make green purchase intentions. As
indicated in the study of Zaremohzzabieh (2021),
"consumers' intention to buy and pay for green
products" has been used to define green purchase
intention. The goal of making green purchases is
viewed as pro-environmental consumerism because
green products help the environment by conserving
resources or energy, reducing or eliminating pollution
and hazardous waste, and using dangerous chemicals
while still satisfying consumer demands (Griskevicius
et al., 2010). Given that much of the production
process tends to outweigh the impact of environmental
impacts, green purchase intention is defined as the
potential and desire of a consumer who is interested in
environmental and conscious issues to choose a more
environmentally friendly product compared to
conventional products (Ali & Ahmad, 2012). Multiple
pieces of literature found that undertake green
purchase intention. A regression analysis made by
Rizwan et al. (2013) unveils that green perceived value
is the principal predictor of Pakistan consumers' green
purchase intention. On the other side of the findings,
green awareness and purchase intention do not
correlate. From that result, the scholars of the study
concluded that companies in Pakistan must perform
environmental missions that connect to business
strategy, not just promoting their green products.
Another study relates to the result presented in the
study of Rizwan et al. (2013). The study of Zhuang et
al. (2021) revealed that using meta-analysis, green
perceived value, attitude, and trust positively influence
the green purchase intention of consumers. A separate
paper that has the same sentiment as the studies found
that environmental knowledge and perceived price
significantly influence the respondents' green purchase
intention. However, the most influential factor is
environmental knowledge which is considered in the
study as an essential dimension of the intention of
acquiring environmentally products (Puspitasari et al.,
2018). It means that knowledge or awareness about
green products is considered essential in the intent of
the consumer to buy and patronize green products.
Methodology
Research Design
The descriptive-correlation methodology was the
research design employed in this study. Descriptive
correlational design is used in investigations that seek
to present static images of circumstances and establish
the relationship between various variables (McBurney
& White, 2009). This design will determine the degree
of understanding of the college students of green
products and the manifestation of purchasing them.
Respondents
The present study endeavored college students
currently enrolled in the state university for the
academic year 2022-2023. The respondents of the
study were the students of the following department:
College of Industrial Technology, College of
Education, College of Business Administration,
College of Arts and Sciences, and College of Criminal
Justice Education. Furthermore, the study drew 424
college students, representing the study's sample, and a
simple random sampling was used in selecting
respondents.
Inclusion-Exclusion Criteria:
The following are the inclusion-exclusion criteria
formulated by the researchers:
1. Bonafide college student in the state university;
2. Enrolled at least 18 units in the current semester;
and
3. Voluntarily participate in the data gathering.
Those who did not fall within the bounds of the
inclusion criteria were excluded from this study.
Table 1. Respondents of the Study
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Research Instrument
The study employed an adopted questionnaire from the
study of Ansu-Mensah (2021) titled Green Product
Awareness Effect on Green Purchase Intention of
Un ive rsity Student s’: An Emerging Mar ket’s
Perspective. The tool incorporates critical variables
such as green product awareness, green perceived
price, green perceived availability, green perceived
value, green perceived quality, and green purchase
intention. The researchers utilized the tool made by
Ansu-Mensah to gather a consensus if the college
students have a sufficient understanding of the
existence of green products in the market and if they
are patronizing it to preserve the environment.
Data Gathering Procedures
The principal researcher submits a letter to the dean of
the College of Management, Business, and
Accountancy (CMBA) at Cebu Institute of
Technology- University to perform this study. After
the request was granted, the primary researcher sent a
second letter to the school involved in the study asking
for authorization to conduct the research.
The required health regulations were scrupulously
followed in data collection because of the ongoing
pandemic. The principal researcher used Google
Forms to send questionnaires to lessen the risk that the
target participants would contract the Covid-19 virus.
This was done in compliance with the school's
mandate despite the local government's existing
regulations.
Results
This section highlights the findings based on the
study’ s objectives. To determine the degree of
agreement of the variables under green marketing and
the extent of manifestation of the indicators under
green purchase intention, a weighted mean was used in
the study. Using Minitab, the study utilized Pearson
Correlation Coefficient to examine the various
relationship considered.
Respondents' Degree of Agreement with the
Variables under Green Marketing and Extent of
Manifestation of Green Purchase Intention
This part comprises two tables indicating the degree of
agreement of green marketing variables and the extent
of manifestation of green purchase intention.
Table 2. Respondents’ Degree of Agreement of Green
Marketing Variables
Table 3. Respondents’ Extent of Manifestation of
Green Purchase Intention
Pearson Correlation Coefficient Analysis
Table 4. Summary of the Results of Pearson
Correlation Coefficient Analysis
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Discussion
The present study investigated the degree of
understanding of the college students of the variables
under green marketing and the extent to which they
manifested purchasing green products. Also, this
section discusses the relationship between the
variables employed in the study.
Table 2 shows the respondents' degree of agreement
with the variables under green marketing. The table
shows the grand mean of 3.05, which indicates that the
respondents agreed that they have a sufficient
understanding of green products, prices, availability,
value, and quality. Kumari and Yadav (2012) shared
that people are aware of green products in the market;
however, they are inclined to price and brand name
over environment-friendly products. It means they
agreed to have enough knowledge about green
products, yet other factors affect them that lead them
to stick to conventional products that are not eco-
friendly. With that, the authors suggested that the
government should act by crafting awareness programs
such as workshops, advertisements, and seminars.
Another study indicated that green prices and products
were included, positively affecting perceived SME
profitability (Martins, 2021). In addition, the
researcher concluded that managers of SMEs must
incorporate green marketing dimensions in their
business plans and prioritize crafting strategies that
enhance consumers' green purchase behavior.
Table 3 unveils the result of the extent of
manifestation of green purchase intention. The table
shows that the respondents moderately intended to
purchase green products in the present and future. A
part of the findings in the study of Nguyen et al.
(2021) supports the result shown in table 2. The
authors found that perceived environmental
responsibility influences green consumption intention.
It means that the respondents perceived that if they
patronize green products, they are environmentally
responsible citizens in their community. In their study,
Alalei and Jan (2023) concluded that green labels and
environmental understanding strongly influence
Algerian customers' intentions to make green
purchases.
Table 4 shows the summary of the results of the
Pearson correlation coefficient of the study. The result
from the first part of the Table 3 reveals that the
correlation coefficient from the Pearson’s R Test
between the degree of green product awareness and the
extent of manifestation of purchase intention among
college students at a state university in Bais City is
0.105. The result manifested a very weak positive
correlation between the two variables, and with a p-
value more significant than a=0.05 , we failed to reject
the null hypothesis. This suggests that no significant
relationship exists between the degree of green product
awareness and the extent of manifestation of purchase
intention among college students at a state university
in Bais City.
The second portion of table 3 below reveals the
relationship between the degree of green perceived
price and the extent of manifestation of purchase
intention among college students at a state university
in Bais City with a Pearson correlation coefficient r
of 0.547 and p-value 0.340, implying a moderate
positive correlation. Since the p-value is more
significant than a=0.05, the null hypothesis was not
rejected. The results unveil no significant relationship
between the degree of green perceived price and the
extent of manifestation of purchase intention among
college students at a state university in Bais City. As
per Bautista (2019), college students need to be
financially stable and understandably cannot patronize
green products. Another study unveils that the price is
inversely proportional to the purchase intention, which
means that if the price decreases, the intention to
purchase will increase (Sudirman et al., 2021).
The third portion of table 3 below indicates the
relationship between the degree of green perceived
availability and the extent of manifestation of purchase
intention among college students at a state university
in Bais City with a Pearson correlation coefficient r
of 0.172 and p-value 0.783, suggesting a very weak
positive correlation. Since the p-value is more
significant than a=0.05, the null hypothesis was not
rejected. The results show no significant relationship
between the degree of green perceived availability and
the extent of manifestation of purchase intention
among college students at a state university in Bais
City. The finding supports the result of Ansu-Mensah
(2021) that green perceived availability is not
statistically significant to the green purchase intention
of university students.
The fourth portion of table 3 below shows the
relationship between the degree of green perceived
value and the extent of manifestation of purchase
intention among college students at a state university
in Bais City with a Pearson correlation coefficient r
of -0.304 and p-value 0.619, suggesting a weak
negative correlation. Since the p-value is more
significant than a=0.05, the null hypothesis was not
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rejected. The results exhibited no significant
relationship between the degree of green perceived
value and the extent of manifestation of purchase
intention among college students at a State University
in Bais City. Haws et al. (2014) emphasized that
consumers would like green products more as their
green values grew. Wu and Chen's (2014) assertion
that green perceived values can improve customers'
attitudes toward green products. Additionally, the
research by Kong et al. (2014) discovered that eco-
label and green product value significantly impacted
consumer intentions to make green purchases.
The fifth portion of table 3 below shows the
relationship between the degree of green perceived
quality and the extent of manifestation of purchase
intention among college students at a state university
in Bais City with a Pearson correlation coefficient r of
-0.728 and p-value of 0.163, suggesting a strong
negative correlation. The data reveals that the higher
the degree of green perceived quality, the less the
manifestation of purchase intention among college
students at a state university in Bais City. However, a
p-value 0.163 greater than a. equals 0.05 shows no
significant relationship between the two variables.
Thus, the null hypothesis was not rejected. The study
by Ansu-Mensah (2021) contradicts the findings in
which green perceived quality found the utmost
significant positive impact on college students' intent
to purchase green products.
Conclusion
In a nutshell, the present study ends when the college
students who took part in the study unveiled that they
agreed to have a good understanding of green
products, green prices, green availability, green value,
and green quality. Also, some of the findings revealed
that respondents moderately preferred green products.
Despite the positive points of the mentioned results,
the study revealed that the respondents' perception of
green marketing variables does not correlate to the
manifestation of green purchase intention. Therefore,
having a better comprehension of the importance and
relevance of green products to the environment does
not mean that college students will purchase or
patronize them.
Considering the findings, it is evident that respondents'
understanding of green marketing variables is in better
shape and the extent of their willingness to purchase
green products. The present study also showcases
contrasting findings compared to foreign papers
gathered. Numerous pieces of the literature identified
by the researchers found that the variables of green
marketing correlate to green purchase intention.
Hence, the researchers mainly suggest undertaking
another study representing another environment, set of
respondents, and methodology
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Affiliations and Corresponding Information
pay more for sustainability as demand grows for environmentally-
f r i e n d l y
alternatives.https://www.businesswire.com/news/home/2021101400
5090/en/Recent-Study-Reveals-More-Than-a-Third-of-Global-
Consumers-Are-Willing-to-Pay-More-for-Sustainability-as-
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Mary Jane A. Zamora
Cebu Institute of Technology University
Philippines
Dr. Mark Anthony N. Polinar
Cebu Institute of Technology University
Philippines
Dr. Alexander Franco A. Delantar
Cebu Institute of Technology University
Philippines
Dr. Celso L. Ouano
Cebu Institute of Technology University
Philippines