Consumers’ Pro-Environmental Behavioral Intentions towards Eco-Friendly Coffee Shops in Davao City

Abstract

This study aims to assess the level of Consumers’ Pro-Environmental Behavioral Intentions towards eco-friendly coffee shops in Davao City. Researchers tend to seek the result of the level of the consumers’ pro-environmental intentions towards the eco-friendly coffee shops in Davao City in terms of demographic profile such as sex, age, educational attainment, marital status, and occupation; which was gauged through the indicators Environmental issue, Responsibility, Personal norm, Social environmental, Behavioral intentions; and Green image. By selecting 400 customers as respondents compelling them to answer a questionnaire, data were treated using Frequency Count & percentage, Independent T-test, Mean, Analysis of Variance (ANOVA). The result shows that Consumers’ Pro-Environmental Behavioral Intentions towards eco-friendly coffee shops in Davao City were high, with an overall mean of 4.50 (SD=0.501). Second, findings show no significant difference in the consumers’, behavioral intentions towards eco-friendly coffee shops when analyzed by age, sex, marital status, and educational attainment. However, there is a significant difference when analyzed by occupation. The result indicates the level of consumers’ pro-environmental behavioral intentions towards eco-friendly coffee shops in Davao City, based on the assessments of the consumers’ indicating environmentally aware to the coffee shop they visit. The Consumers’ Pro-Environmental Behavioral Intentions towards Eco-Friendly Coffee Shops in Davao City showed a great difference when analyzed by occupation, indicating environmental intentions level. This is opposite to when analyzed by age, sex, marital status, and educational attainment of customer evaluation because it is almost the same environmental intentions level.