Green Marketing a new approach in new wave marketing based on consumers perspective / Mike Steven, Emocling, John Ashley Lopez, Eric John Llovido, Mierell Manalaysay, and Paul Justin Masangkay. 6

Thesis: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila 2016. 56

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STATEMENT OF THE PROBLEM: This study aims to understand the perspective of consumers towards green marketing as a new approach in new wave marketing. To attain the objectives, we have here our sub-problems: 1. What are the demographic aims to understand the perspective of consumers towards green marketing as a new approach in new wave marketing. To attain the objectives, we have here our sub-problems: a. Age b. Gender c. Civil Status d. Profession 2. Level of awareness of consumers towards Green Products a. Knowledge b. Purchase 3. What are the factors to be considered for the customers in buying green products? 4. 4. What are the benefits of green products to the customers? 5. Which channel does customers prefer on buying green products? a. Online b. Direct Selling 6. What are the effects of green products to customers in terms of: a. Environment b. Living c. Money This research was started by using a descriptive research method. Descriptive method does not fit neatly into the definition of either quantitative research methodologies, but instead it can utilize elements of both, often within the same study. The term descriptive research refers to the type of research question, design, and data analysis that will be applied to a given topic. Descriptive statistics tell what is, while inferential statistics try to determine cause and effect. The type of question asked by the researcher will ultimately determine the type of approach necessary to complete an accurate assessment of the topic at hand. Descriptive studies, primarily concerned with finding out what is. Descriptive research can be either quantitative or qualitative. It can involve collections of quantitative information that can be tabulated along a continuum in numerical form, such as scores on a test or the number of times a person chooses to use a-certain feature of a multimedia program, or it can describe categories of information such as gender or patterns of interaction when using technology in a group situation. Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection (Glass & Hopkins, 1984). It often uses visual aids such as graphs and charts to aid the reader in understanding the data distribution. Because the human mind cannot extract the full import of a large mass of raw data, descriptive statistics are very important in reducing the data to manageable form. That is why we have used this method of research because it fits perfectly for our study. Majority of the respondents are residents of District 6 Manila which has 5 divisions including Paco, Sta. Ana, Sta. Mesa, Pandacan and San Miguel. We've come up to this area because based on the information we get District 6 has highest purchasing power among the remaining districts. Most of our respondents are professionals who has their own ways of living and majority of them are aged 26 - 40 based on our data gathered and has an monthly income of Php26,000 - Php40,000.00. We managed to get the specific information of our respondents for us to come up with this research. And for the results of our study, most of our respondents has a little knowledge about green marketing and there are only few who knows primarily green marketing. While conducting our surveys we managed to discuss some of our knowledge about green marketing to those respondents who has a little knowledge in green marketing. Majority of the respondents see green marketing products as an helpful tool for their purchase decisions maybe because they see a lot of opportunities when they hear and see green products. Most of the respondents are always after for the quality of the product they always think of the long term use of a specific product. We have asked our respondents if they've already used some of green products available in the market an most of them responded and the primary product they are using are healthcare products followed by the beauty products and eco-friendly products. While in terms of purchasing medium most of the respondents prefer online selling through it has been a tight competition between direct selling. Maybe its because people or consumers nowadays prefer more on less hassle but quality products that's why they choose to stay at home and wait for their product rather than directly going to stores to purchase your products. When it comes to the respondents insight about the effects of green products on our environment, most of them says it is truly effective that's why we concluded that there are still persons who believe that our environment can be observe by means of controlling our personal wants and needs. Majority of the respondents are satisfied with their usage of green products although there is a small difference compare to regular produced products. And respondents answered that green products are much safer than any other regular products because nowadays most companies are using high technology equipments in producing their products and most of them requires enough usage of chemicals unlike using green products its production is alternative and mostly organic. When it comes to cost, most of the respondents see green products as cost efficient rather than the cost effective and it's true that some green products are low cost but quality satisfying. We also wanted to get their support in patronizing green products and majority of them honestly said that they are willing to promote green products to anyone. We have come up with this study to primarily understand the consumers perspective when it comes to green products. And we the researchers are satisfied with the results of our study and we see a lot of opportunities for green marketing that is why we can say that this research can be used as a key for those upcoming opportunities for green marketing.

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