Abstract:
Consumption patterns have changed over the years. Nowadays, we see a huge variety of
products in the marketplace. Along with the fast and continuous developments in consumption
trends, going green has also become another characteristic of the changing markets. Since then,
several developments have been observed in the global market such as the emergence of green
products. However, despite the growing interest from consumers, marketing green products to
the larger market is still a challenge for businesses. To address the need for a more in-depth
understanding of the green consumer market in the Philippines, this qualitative study explored
the consumer behavior of Filipinos toward the marketing communications of green products.
This research answered the main research question, “How are consumer purchase
behaviors influenced by green messages integrated in the marketing communication of Company
X?” Guided by the three research questions, the researcher was able to address how Filipino
consumers are influenced by sustainability-related content, how different consumer market
segments are influenced by green messages, and what types of messages create a shift in
consumer behavior from purchase intention to the actual purchase of products.
Due to varying consumer characteristics and attitudes, strategies are not created with one
general design for all types of consumers. In this study, respondents classified as true blue green
consumers stated that they do not change or adapt their environmental values to green messages.
Greenback green respondents, however, lean more toward green options as a result of the
messaging because it resonates with what they also believe in. Lastly, respondents categorized as
sprouts react positively to messages about how products would look when worn or styled by
other people. Respondents of the study identified their primary needs from products,
transparency regarding their products and business practices as well as proactivity in creating
positive change are what they seek in messages to urge buying behavior.
