02447    a2200241   450000500170000008200260001710000290004324502030007226400550027530000460033050400410037652014870041752600120190465000470191665000140196370000190197770000210199670000260201770000300204394200120207399900170208595201030210220260717094045.0  aTH 378.242 M3455 20261 aGagarin, Dana Krishna T.  aMarketing strategies and usage of eco-friendly products: a case of tobias fornier, antique / cDana Krishna T. Gagarin, Rica S. Inson, Reah L. Navales, Lovely May L. Solina, Ellen Joyce S. Villaflor 1aSibalom, Antique : bUniversity of Antique, c2026  axv, 154 pages : billustrations ; c28 cm  aIncludes bibliographical references.  aAbstract

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  aTHbCMG  aHigher EducationvTheses and dissertations  aMarketing1 aInson, Rica S.1 aNavales, Reah l.1 aSolina, Lovely May L.1 aVillaflor, Ellen Joyce S.  2ddccTH  c41721d41721  00102ddc4070aSBbSBd2026-07-17l0oTH 378.242 M3455 2026pTH 2495r2026-07-17w2026-07-17yTH