Green Marketing: A Qualitative Study on the Use of Environmental Information in Developing Green Marketing Initiatives in the Banking Industry

Abstract

The reality of global warming or climate change is becoming more real as unusual phenomena occur in the environment. The research study aimed to know how the Development Bank of the Philippines (DBP) and Land Bank of the Philippines (LBP) utilize environmental information in developing their green marketing initiatives. Particularly, the research aimed to identify the types of environmental information organizations use in developing their green marketing initiatives and to identify the green marketing initiatives developed by organizations. The study also sought to know the extent which organizations use environmental information in developing their green marketing initiatives. To gather information, the researcher interviewed organizational members of DBP and LBP. Results showed that DBP and LBP make use of all of the three types of environmental information: impact, stakeholder and technical information in developing their green marketing initiatives. Most of their initiatives are on lending programs which are green. DBP and LBP use environmental information as a foundation of their green marketing initiatives. DBP uses stakeholder information more as they initially develop green marketing initiatives to meet their client’s needs. On the other hand, LBP on the onset uses technical information such as third party research and environmental laws in developing their green marketing initiatives.