Green Marketing Strategies as Predictors of Buying Intention Among the Generation Y Consumers

Abstract

This study aimed to determine the relationship of green marketing strategies and buying intention among the Generation Y cohort, also known as millennials. Besides, the study also attempted to ascertain the influence of perceived green strategies on the buying intention of the said cohort. The study used the descriptive-correlational research method, wherein the researcher collected relevant information through a survey without manipulating or controlling the study subjects and the variables involved.  This study involved 358 millennial consumers, aged 26-44, living in Maniki, Kapalong, Davao del Norte. The study used a random sampling method in determining the appropriate number of the study respondents. The level of green marketing strategies was reflected as high, while the buying intention of the respondents was interpreted as very high. Moreover, the study concluded that green marketing strategies has a weak, positive, and significant relationship to buying intention. Besides, regression analysis showed that only green price, an indicator of green marketing strategies, is identified as a significant predictor of buying intention. Thus, this study addressed the Sustainable Development Goal number 12, where responsible consumption and production were being highlighted. This research looks at the effects of eco-friendly marketing on the buying preferences of Generation Y.