Green Marketing and Consumer Behavior among Selected Fastfood Chain in Davao City

Abstract

This research aimed to determine the relationship between green marketing and consumer behavior among selected fast-food chain in Davao City. The variable of the study is green marketing that is known as independent variable in this paper and consumer behavior as dependent variable. The researchers used a quantitative, non-experimental correlation research design to investigate the relationship between green marketing and consumer behavior. The statistical methods used in the study were weighted mean and Pearson-r. The computed r-value is 0.526 and is associated with a p-value of 0.000, less than 0.05. It implies that the null hypothesis is rejected. As a result of the findings, it is concluded that there is a significant relationship between green marketing and consumer behavior among selected fast-food chain in Davao City.