Level of Awareness of Micro-Business Entrepreneurs on the Seven Green Marketing Principles: Basis for Promoting Green Products
Type
Thesis
Authors
Category
Thesis-BSBM
[ Browse Items ]
Publication Year
2024
Pages
xvii, 75p.
Subject
Green Marketing, Environmental Sustainability, Micro-Business Management Marketing Strategies, Entrepreneurial Awareness, Sustainable Development
Abstract
This research investigates the level of awareness among micro-business
entrepreneurs regarding seven key green marketing principles and was conducted in
Bahayang Pag-asa, Molino III, Bacoor, Cavite, Philippines, with the aim of assessing
the level of awareness of micro-business entrepreneurs, specifically in the food
industry. A total of 53 participants shared their thoughts on the 7 green marketing
principles. This was conducted from July 2023 to January 2024.
The researchers used a descriptive method, focusing on systematically
gathering information to describe micro-business entrepreneurs in the food industry in
Bahayang Pag-asa, Molino III, Bacoor, Cavite. Data was gathered through survey
questionnaires and secondary sources such as articles and journals. Purposive
sampling was utilized to select the 53 participants meeting specific criteria. Survey
questionnaires were distributed physically to collect data, which was analyzed
statistically to assess awareness of green marketing principles.
Results show that most participants, amounting to 43.4 percent, have been
running their businesses for two to three years, and 56 percent of participants have
one to three employees in their micro-business industry. The 7 green marketing
principles: green price, green place, green promotion, green process, green people,
green physical evidence, and green product - were recognized by the participants.
Regarding the strategies suggested by this research for micro-business entrepreneurs,
the data suggest that some of them have already been practiced in their industry,
implying a positive orientation towards environmentally responsible actions and a
potential receptiveness to further green initiatives. On the level of awareness of
participants regarding the 7 green marketing principles when grouped according to
their profile, findings reveal that the length of business operations (LBO) had a
significant difference. Whereas the number of employees (NE) had no significant
difference.
The authors highly recommend micro-business entrepreneurs to conduct
pricing strategy assessments, attend training programs focused on supply chain
sustainability, incorporate green values, implement product take-back programs,
educate customers on disposal procedures, and seek certification for environmentally
friendly disposal.
entrepreneurs regarding seven key green marketing principles and was conducted in
Bahayang Pag-asa, Molino III, Bacoor, Cavite, Philippines, with the aim of assessing
the level of awareness of micro-business entrepreneurs, specifically in the food
industry. A total of 53 participants shared their thoughts on the 7 green marketing
principles. This was conducted from July 2023 to January 2024.
The researchers used a descriptive method, focusing on systematically
gathering information to describe micro-business entrepreneurs in the food industry in
Bahayang Pag-asa, Molino III, Bacoor, Cavite. Data was gathered through survey
questionnaires and secondary sources such as articles and journals. Purposive
sampling was utilized to select the 53 participants meeting specific criteria. Survey
questionnaires were distributed physically to collect data, which was analyzed
statistically to assess awareness of green marketing principles.
Results show that most participants, amounting to 43.4 percent, have been
running their businesses for two to three years, and 56 percent of participants have
one to three employees in their micro-business industry. The 7 green marketing
principles: green price, green place, green promotion, green process, green people,
green physical evidence, and green product - were recognized by the participants.
Regarding the strategies suggested by this research for micro-business entrepreneurs,
the data suggest that some of them have already been practiced in their industry,
implying a positive orientation towards environmentally responsible actions and a
potential receptiveness to further green initiatives. On the level of awareness of
participants regarding the 7 green marketing principles when grouped according to
their profile, findings reveal that the length of business operations (LBO) had a
significant difference. Whereas the number of employees (NE) had no significant
difference.
The authors highly recommend micro-business entrepreneurs to conduct
pricing strategy assessments, attend training programs focused on supply chain
sustainability, incorporate green values, implement product take-back programs,
educate customers on disposal procedures, and seek certification for environmentally
friendly disposal.
Description
This undergraduate thesis explores the level of awareness among micro-business entrepreneurs in the food industry in Bahayang Pag-asa, Molino III, Bacoor, Cavite, regarding the seven green marketing principles: green product, green price, green place, green promotion, green people, green process, and green physical evidence. Utilizing descriptive research and purposive sampling, the study found a generally positive orientation toward green practices, with variations in awareness based on business operation length but not on employee count. Recommendations include strategic pricing, sustainability training, and customer education to promote green product adoption.
Biblio Notes
Dela Cruz, V. A. C., Domingo, H. K. C., Español, K. C. P., Jordan, C. R., Lachica, J. A., & Villamor, A. J. A. (2024, September). Level of awareness of micro-business entrepreneurs on the seven green marketing principles: Basis for promoting green products (Undergraduate thesis). Bachelor of Science in Business Management major in Marketing Management, Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. Adviser: Ms. Fe S. Dullavin.
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