Marketing strategies and usage of eco-friendly products: a case of tobias fornier, antique / Dana Krishna T. Gagarin, Rica S. Inson, Reah L. Navales, Lovely May L. Solina, Ellen Joyce S. Villaflor

Includes bibliographical references.

Abstract

This study determined the marketing strategies and usage of eco-friendly products among consumers in Tobias Fornier, Antique. Using a quantitative predictive-correlational design, data were collected from 150 consumers through a validated researcher-made questionnaire and analyzed using frequency, percentage, median, Mann-Whitney U-test, Kruskal-Wallis H-test Spearman's rho, interquartile range, and regression analysis. Findings revealed that the respondents were predominantly female, single, college-level individuals, and aged 46 years old and above. Marketing strategies in terms of product, price, place, and promotion were rated very high, while the usage of eco-friendly products was rated high. No significant differences were found in marketing strategies when respondents were grouped according to demographic profile. Likewise, no significant differences were found in most dimensions of eco-friendly product usage. The study further revealed a significant positive relationship between marketing strategies and the usage of eco-friendly products. Among the marketing strategy dimensions, promotion emerged as the strongest predictor of eco-friendly product usage. The study concluded that effective marketing strategies, particularly promotional activities, play a vital role in encouraging consumers to adopt and use eco-friendly products.

Keywords: Marketing Strategies, Eco-Friendly Products, Green Marketing, Consumer Behavior, Sustainable Consumption

Theses/Dissertations College of Management and Governance