Green marketing mix and brand equity among consumers of green products in Davao City, Philippines

Abstract

This study investigates the influence of the green marketing mix on brand equity among consumers of green products in Davao City, Philippines. The research identifies significant relationships between green marketing practices, specifically focusing on green products, pricing, distribution, and promotion, and the key determinants of brand equity, such as brand loyalty and brand image. The findings indicate that consumers in Davao City respond positively to green marketing efforts, with green promotion identified as the most influential factor in shaping consumer purchasing decisions and enhancing brand equity. The study also reveals that brand loyalty is a critical outcome of effective green marketing, with respondents demonstrating a strong commitment to repurchasing and recommending green products. This suggests that green marketing strategies are not only essential for attracting environmentally conscious consumers but also for fostering long-term brand loyalty and strengthening overall brand equity. The research highlights the importance of aligning marketing practices with consumer values, particularly in the context of sustainability. Overall, this study contributes to the growing body of literature on green marketing and brand equity, providing insights for businesses looking to enhance their market position through sustainable practices. The findings support the notion that a well-implemented green marketing mix can significantly improve brand equity by fostering stronger customer relationships and loyalty, which are crucial for sustaining competitive advantage in the marketplace.