Title

GREEN MARKETING: WORKING PROFESSIONALS ECO-
CONSCIOUS ATTITUDE AND ACTUAL PURCHASING BEHAVIOR
FOR SKIN CARE PRODUCTS

Author(s)

Jabagat, Kevin

Gamboa, Nove Jane

Bullena, Rafael

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Ilusorio, Gilda L. - Adviser

Balaba, Ana Bonita A. - Panel

Laput, Joseph Glenn J. - Panel

Carpio, Renzitelo Alf P. - Instructor

Year

2024

Abstract

In contemporary times, there is a lot of pressure among companies to implement environmentally conscious practices because of growing consumer awareness of environmental issues. In this vein, green marketing has become more known and prevalent in various industries. The study examined the influence of green marketing for skin care products on working professionals' attitudes and actual purchasing behavior. It was conducted among working professionals in Ozamiz City, Misamis Occidental. The study utilized a quantitative research approach. The study has 382 working professionals serving as the respondents, and they were chosen through purposive sampling. The adapted questionnaires such as the Green Marketing Questionnaire, the Eco-conscious Questionnaire, and the Actual Purchasing Behavior Questionnaire, were utilized to gather data. Frequency, Percentage, Mean, Standard Deviation, and Pearson Correlation Coefficient were the statistical tools used in the study. The findings suggest that combining green perceived value, green products, and green purchasing experience positively influences the perception of working professionals in green marketing for skin care products. In line with this, the overall eco-conscious attitude of working professionals is heavily influenced by their values and beliefs, lifestyle choices, social influence, and environmental concerns. Moreover, environmental awareness affects how working professionals purchase green skin care products. In conclusion, the demand for green products has become more intense due to the increase in environmental awareness and concern of consumers. However, the availability of the products to satisfy this is lacking. The researchers recommend conducting further studies on a broader scope related to the findings.

Keywords

Actual Purchasing Behavior, Eco-conscious, Green Marketing, Green Products, Skincare Products, Working Professionals.