Evaluating the Relationship Between Sustainable Marketing Practices and Consumer Perception
DOI:
https://doi.org/10.55927/ijbae.v5i4.49Keywords:
Sustainable Marketing, Purchasing Decisions, Eco-Friendly Packaging, Waste Reduction, Consumer BehaviorAbstract
This study examined the influence of sustainable marketing practices on consumers’ purchasing decisions by assessing awareness of eco-friendly packaging, energy-efficient operations, green advertising, and waste reduction. Using a descriptive-correlational quantitative design, data were collected from 200 middle-income consumers aged 18–60 through a validated survey questionnaire and analyzed using descriptive statistics and multiple linear regression with bootstrapping. The study found that consumers were moderately aware of sustainable marketing practices and frequently engaged in sustainable purchasing behaviors. Waste reduction emerged as the strongest predictor of purchasing decisions, followed by eco-friendly packaging and energy-efficient operations, while green advertising showed no significant influence. The findings highlight the importance of visible sustainability initiatives in promoting consumer trust and environmentally responsible purchasing behavior.
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Copyright (c) 2026 Cristel Shane Pelagio, Jacklane Adamos, Jasmin S. Alob, Charlene Nyla De Perio, Angeline Dela Peña, Liesly Anne Galagaran, Joy Ann Ragasa, Mark Joseph Pampolino
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