Title

GREEN MARKETING MIX ITS INFLUENCE ON THE ACTUAL PURCHASE BEHAVIOR OF SKINCARE PRODUCTS AMONG MILLENNIALS IN SELECTED CITIES IN NORTHERN MINDANAO

Author(s)

Pactol, Lincon C.

Pagkalinawan, Charmane L.

Reponte, Chumverly Q.

Solatorio, Danne Robert P.

Tampon, Josie Phars P.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Ilusorio, Gilda L. – Adviser

Balaba, Ana Bonita A. – Panel

Carpio, Renzitelo Alf P. – Panel

Carpio, Renzitelo Alf P. – Instructor

Year

2023

Abstract

Millennials are the most environmentally conscious generation that is essential to the effort in creating a sustainable future. This research examined the influence and relation between the green marketing mix and actual purchase behavior of skin care products among Millennials in selected cities in Northern Mindanao. This study is quantitative, descriptive-correlational, and conducted in selected cities, namely, Cagayan de Oro City, Iligan City, and Ozamiz City. Convenience sampling was done to gather information from the Millennial respondents in the cities mentioned above. A survey was done on an adapted questionnaire, and Frequency and Percentage, Mean and Standard Deviation, Simple Regression, and Pearson Product-Moment Correlation Coefficient were the statistical tools used. Based on the response of 271 samples, the level of influence between green marketing mix as to product, price, place and promotion, and actual purchase behavior was very high. Additionally, green marketing mix had a high amount of influence on actual purchase behavior when purchase intention was used as a mediator. Also, the relationship between green marketing mix as to product, price, place, and promotion and actual purchase behavior was moderately strong. The results imply that companies that utilize green marketing for their skincare product gain significant influence on the purchasing behavior of Millennials in Northern Mindanao. The study's findings thus help marketers of skin care products better understand how green marketing mix affects consumers' actual purchasing behavior and motivate them to employ more successful methods of fostering client connections.

Keywords

actual purchase behavior, green marketing mix, green place, green price,
green product, green promotion