Marketing, Management 

Sustainable clothing is composed entirely of environmentally friendly materials.
It encourages individuals to be conscious of their actions. The sustainable clothing
industry has a marketing mix factor to understand more about consumers. It includes
product, price, place, and promotion, also known as the "four Ps" of marketing. The
purpose of this study is to determine if there is a significant relationship between
demographic profile and marketing mix influence on the purchasing decisions of
Bacoor Cavite consumers in terms of sustainable clothing.
This study used the correlational approach to investigate the link between two
variables. This study was conducted in Bacoor Cavite, Philippines. The respondents
are also consumers of Bacoor Cavite. The results revealed that 52.25 percent, or 209
respondents, were ages 18 to 25; on a gender basis, 56.25 percent of the respondents
are female, Meanwhile, on a monthly basis, most of the respondents to this study make
a range of P21,000 to P40,000 in income or allowance. Lastly, 63.75 percent of the
respondents are employed.
The result shows that the demographic profile (age, gender, income or
allowance, occupation) of the customers doesn’t have a significant relationship with
their purchasing decisions in terms of sustainable clothing, which strengthens our
hypothesis. On the other hand, the marketing mix factors (price, product, place, and
promotion) show a significant relationship and reject our hypothesis.
The researchers recommend adding the educational level category for them to
know what is the educational attainment of each respondent, who is a consumer of
sustainable clothes. In line with the result, business owners can use the information
here for their businesses. Since the result shows that all the indicators of 4P’s
marketing mix are all interpreted as agreed upon and highly preferred, which will
influence the purchasing decision of the consumers, it can be recommended by the
researchers to use the presented data as their guide for building an effective business
strategy. 

Undergraduate thesis.

xv, 112p.; cm.
 

Includes references and appendices.

ADONGAY, KHYLA D., DELGADO, ERMA B. and NACIONAL, HANNA MAE M.
Marketing Mix Influence of Sustainable Clothing on the Purchasing Decisions of
Consumers in Bacoor City. Undergraduate Thesis. Bachelor of Science in Business
Management major in Marketing Management. Cavite State University – Bacoor City
Campus, City of Bacoor, Cavite. January 2023. Adviser: Ms. Erica P. Tepait.