Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective
Green marketing is a growing concept connecting sustainable internal business operations and corporate social responsibilities. Hence, the study explored the green marketing practices of selected micro and small enterprises in Cavite, Philippines. The descriptive-causal research design was utilized,...
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| Format: | Article |
| Language: | English |
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Institute of Industry and Academic Research Incorporated
2023-06-01
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| Series: | International Journal of Academe and Industry Research |
| Subjects: | |
| Online Access: | https://iiari.org/journal_article/analysis-of-green-marketing-practices-a-micro-and-small-enterprises-perspective/ |
| _version_ | 1797776714989830144 |
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| author | Lara Ysabel A. Bruno Xavier Lawrence D. Mendoza Jerico B. Tadeo Crugie Boy A. Vitobina |
| author_facet | Lara Ysabel A. Bruno Xavier Lawrence D. Mendoza Jerico B. Tadeo Crugie Boy A. Vitobina |
| author_sort | Lara Ysabel A. Bruno |
| collection | DOAJ |
| description | Green marketing is a growing concept connecting sustainable internal business operations and corporate social responsibilities. Hence, the study explored the green marketing practices of selected micro and small enterprises in Cavite, Philippines. The descriptive-causal research design was utilized, and the 20 legally-registered micro and small enterprises were purposively selected. MSEs in Cavite are dominated by sole proprietors with 1-9 employees, have an estimated asset size of Php3,000,000 or less, have been in operation for 1-3 years, and have an average monthly revenue of Php20,000 and below. They employ green marketing practices such as providing safe products and services, implementing more environment-friendly ways of pollution prevention, advertising green awareness and attraction, and utilizing vehicles that consume less energy. MSEs’ green marketing practices in production, packaging, advertising, and operation are highly effective, while distribution is less effective. Business profiles and MSE have no significant difference, excluding the difference between the number of employees and the perceived effectiveness of green marketing practices in terms of operation. MSEs faced difficulties in distribution due to safety protocols and lack of resources. Thus, the study recommends personalized marketing designs to engage wider customers and social-based marketing approaches to address diverse customer preferences. |
| first_indexed | 2024-03-12T22:53:49Z |
| format | Article |
| id | doaj.art-41d793ba4529441791714adb016436af |
| institution | Directory Open Access Journal |
| issn | 2719-0617 2719-0625 |
| language | English |
| last_indexed | 2024-03-12T22:53:49Z |
| publishDate | 2023-06-01 |
| publisher | Institute of Industry and Academic Research Incorporated |
| record_format | Article |
| series | International Journal of Academe and Industry Research |
| spelling | doaj.art-41d793ba4529441791714adb016436af2023-07-20T04:10:49ZengInstitute of Industry and Academic Research IncorporatedInternational Journal of Academe and Industry Research2719-06172719-06252023-06-0142527010.53378/352989Analysis of Green Marketing Practices: A Micro and Small Enterprises PerspectiveLara Ysabel A. Bruno0Xavier Lawrence D. Mendoza1 Jerico B. Tadeo2Crugie Boy A. Vitobina3Cavite State University – CCAT CampusCavite State University – CCAT CampusCavite State University – CCAT CampusCavite State University – CCAT CampusGreen marketing is a growing concept connecting sustainable internal business operations and corporate social responsibilities. Hence, the study explored the green marketing practices of selected micro and small enterprises in Cavite, Philippines. The descriptive-causal research design was utilized, and the 20 legally-registered micro and small enterprises were purposively selected. MSEs in Cavite are dominated by sole proprietors with 1-9 employees, have an estimated asset size of Php3,000,000 or less, have been in operation for 1-3 years, and have an average monthly revenue of Php20,000 and below. They employ green marketing practices such as providing safe products and services, implementing more environment-friendly ways of pollution prevention, advertising green awareness and attraction, and utilizing vehicles that consume less energy. MSEs’ green marketing practices in production, packaging, advertising, and operation are highly effective, while distribution is less effective. Business profiles and MSE have no significant difference, excluding the difference between the number of employees and the perceived effectiveness of green marketing practices in terms of operation. MSEs faced difficulties in distribution due to safety protocols and lack of resources. Thus, the study recommends personalized marketing designs to engage wider customers and social-based marketing approaches to address diverse customer preferences.https://iiari.org/journal_article/analysis-of-green-marketing-practices-a-micro-and-small-enterprises-perspective/green marketinggreen marketing practicesmicro and small enterprisesdescriptive-causal |
| spellingShingle | Lara Ysabel A. Bruno Xavier Lawrence D. Mendoza Jerico B. Tadeo Crugie Boy A. Vitobina Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective International Journal of Academe and Industry Research green marketing green marketing practices micro and small enterprises descriptive-causal |
| title | Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective |
| title_full | Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective |
| title_fullStr | Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective |
| title_full_unstemmed | Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective |
| title_short | Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective |
| title_sort | analysis of green marketing practices a micro and small enterprises perspective |
| topic | green marketing green marketing practices micro and small enterprises descriptive-causal |
| url | https://iiari.org/journal_article/analysis-of-green-marketing-practices-a-micro-and-small-enterprises-perspective/ |
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