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A STUDY ON THE FACTORS THAT INFLUENCE THE GREEN PURCHASING
DECISION OF SENIOR HIGH SCHOOL STUDENTS
A Research Paper Presented to the
Faculty of Integrated Basic Education Department
San Beda University, Mendiola, Manila
In partial fulfillment of the requirements
in Practical Research 2
ANAUD, Noel Jr. N.
MURIEL, Nathalia Andrea M.
SUIZA, Gherzy Rhein B.
TIONGO, Althea Claire C.
VALMONTE, Simon Enrique L.
Grade 12 ABM 5
February 2019
UNIVERSITY PERMISSION PAGE
I hereby grant the San Beda University, a non-exclusive, worldwide, royalty-free license to
reproduce, publish and publicly distribute copies of this thesis or dissertation in whatever form
subject to the provisions of applicable laws, the provisions of SBU IPR policy and any
contractual obligation, as well as more specific permission marketing the Title Page.
Specifically, I grant the following rights to the university:
A) To upload a copy of the work in the thesis database of the
college/school/institute/department and in any other databases available on the public
internet;
B) To publish the work in the college/school/institute/department journal, both in print and
electronic or digital format and online; and
C) To give open access to the above-mentioned work, thus allowing “fair use” of the work
in accordance with the provision of the Intellectual Property Code of the Philippines
(Republic Act No. 8293), especially for teaching, scholarly, and research purposes.
NOEL N. ANAUD JR.
Senior High School
Accountancy, Business and Management
San Beda University, Manila

APPROVAL SHEET
The research titled “A Study on the Factors that Influence the Green Purchasing
Decision of Senior High School Students” prepared and submitted by ANAUD, Noel Jr. N.,
MURIEL, Nathalia Andrea M., SUIZA, Gherzy Rhein B., TIONGCO, Althea Claire C., and
VALMONTE, Simon Enrique L., in partial fulfilment of the requirement for San Beda
University – Manila, Senior High School has been examined and is recommended for Oral
Examination.
February 2019 ANTHONY ERIC T. CABBAB
Date Research Teacher
Approved by the Committee on Oral Examination for San Beda University – Manila,
Senior High School completion.
PANEL OF EVALUATORS
Accepted in partial fulfilment of the requirements for San Beda University – Manila
Senior High School completion.
February 2019 MRS. TERESITA T. BATTAD
Date Principal
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DEDICATION
Foremost, we would like to dedicate this Research Paper guided by our Research Teacher, Mr.
Anthony Eric T. Cabbab, to the preservation and protection of our environment and Planet
Earth as a whole. May this research paper be of great help to more sustainable and greener
initiatives that will transform conventional products to be more eco-friendlier that will help
reduce environmental degradation.
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ACKNOWLEDGEMENT
We would like to thank and acknowledge our research supervisor Mr. Anthony Eric T. Cabbab
for his continuous support, guidance, and encouragement. We are grateful for his patience and
advice that has aided our Research to be constructed properly and to the whole process of
making this study. Secondly, we would like to thank all respondents who participated in our
survey and without them this research wouldn’t be possible.
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ABSTRACT
The rampant use of products causes environmental degradation and an eventual effect
to human health. Individuals, most especially the youth, apprising themselves on the perceived
advantages of making environmentally responsible choices and in the context of the green
purchasing, several countries around the globe began noticing the effects of environmental
issues towards their community. Therefore, transforming our current ways can aid the
environment to reduce the worsening effects of global warming and pollution due to million
tons of wastes through living sustainably and being environmentally sustainable consumers.
The present study is a quantitative research, carried out in San Beda University-Manila with
269 respondents, that sought to identify what factors namely Eco-motivation, Eco-knowledge,
Gender, which is classified as internal factors and Eco-Packaging, Green marketing, Price and
Shelf space, as external factors, can influence the Senior high School Students’ green purchase
decisions. After developing null hypotheses standardized survey questionnaires were used to
gather data, in the manner of Stratified random sampling, which was then evaluated with the
help of SPSS. The results proved that Eco-motivation, Green Marketing, and Price influences
green procurement.
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TABLE OF CONTENTS
TITLE PAGE
UNIVERSITY PERMISSION PAGE
APPROVAL SHEET..........................................................................................................i
DEDICATION....................................................................................................................ii
ACKNOWLEDGEMENT................................................................................................iii
ABSTRACT........................................................................................................................iv
TABLE OF CONTENTS................................................................................................. v-x
CHAPTER
I. THE PROBLEM AND ITS SETTING
Background of the Study................................................................................................. 1-2
Statement of the Problem................................................................................................... 3-4
Hypothesis....................................................................................................................... 4-5
Significance of the Study................................................................................................ 5-6
Scope and Delimitation..................................................................................................... 7
Definition of Terms........................................................................................................7-9
II. REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature and Studies ....................................................................................... 10-22
Theoretical Framework................................................................................................... 22-23
Conceptual Framework...................................................................................................... 24-25
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III. RESEARCH METHODOLOGY
Research Design.................................................................................................................26-27
Respondents of the Study..................................................................................................... 27
Research Locale................................................................................................................... 28
Instrumentation...................................................................................................................28
Data Gathering Procedure..................................................................................................29-30
Sampling Technique........................................................................................................30
Sampling Size..................................................................................................................31
Statistical Treatment of Data............................................................................................32
Ethical Consideration........................................................................................................32-33
Gantt Chart........................................................................................................................34-36
IV. DATA ANALYSES AND INTERPRETATION
Data Statistics on Part I and II………………………………………………………37-41
Eco Motivation Factor Analysis……………………………………………………….42-43
Gender Factor Analysis…………………………………………………………… 43-44
Eco-Knowledge Factor Analysis…………………………………..……………….44-45
Green marketing factor Analysis………………………………………………………45-46
Shelf-Space factor Analysis………………………………………………………..46
Price Factor Analysis………………………………………………………………47
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V. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary................................................................................................................... 48
Conclusions............................................................................................................... 49
Recommendations..................................................................................................... 50
BIBLIOGRAPHY.................................................................................................... 51-56
APPENDICES
Appendix 1. Sample Cover Letter................................................................................. 57
Appendix 2. Sample Questionnaire ..............................................................................58-60
Appendix 3. Certification of Statistician....................................................................... 61
Appendix 4. Data Set.................................................................................................... 62-85
Appendix 5. Turnitin Results......................................................................................... 86-88
CURRICULUM VITAE
Anaud, Noel Jr. N. ...................................................................................................... 89
Briagas, Gabriel Luis G. ............................................................................................. 90
Macasinag, Justin Miguel B. ....................................................................................... 91
Muriel, Nathalia Andrea M. ........................................................................................ 92
Suiza, Gherzy Rhein B. ............................................................................................... 93
Tiongco, Althea Claire C. ........................................................................................... 94
Valmonte, Simon Enrique L. ....................................................................................... 95
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LIST OF TABLES
Table 1. Data Statistics Summary Part I ...............38-39
Table 2. Data Statistics Summary Part II....................................................40
LIST OF FIGURES
Figure 1. The Theory of Reasoned Action. Adopted from Theory & Psychology - 19. (pjs.
501-518) by Trafimow, David. (2009) ......................................................23
Figure 2. Conceptual Framework Model .................................................................................25
Figure 3.1 Ranking of Questions that have the Most Number of “Yes”..................................39
Figure 3.2 Ranking of Questions that have the Most Number of “Yes”..................................39
Figure 4. Ranking of Questions that have the Most Number of “Strongly Disagree” ...........41
Figure 5. Ranking of Questions that have the Most Number of “Disagree”...........................41
Figure 6. Ranking of Questions that have the Most Number of “Agree”...............................42
Figure 7. Ranking of Questions that have the Most Number of “Strongly Agree”.................42
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CHAPTER I
THE PROBLEM AND ITS SETTING
Background of the Study
The rising global concern on environmental issues such as pollution, climate change
and global warming has led to a level of intensity of searching solutions and alternatives to
reduce the effects of global warming and other environmental problems as stated by
(Ivanova, 2015). The constant overlapping environmental issues and its repercussions are
mainly caused by irresponsible human activity and behavior which proves that consumers
have a huge impact on the environment than anything else.
The growth of contemporary consumerism has escalated regarding social
responsibilities and the need of immediate attention on the conservation of the environment
which resulted to the analyzing of purchasing decisions of consumers. At the present time,
majority of the world population has a rampant use of products that causes environmental
degradation and eventual effect to human health. Individuals most especially the youth
apprising themselves on the perceived advantages of making environmentally responsible
choices and in the context of the green purchasing, several countries around the globe began
noticing the effects of environmental issues towards their community. Consumers in some
countries have opted in planning on the minimalization of the possible harmful factors that
could affect the environment. This minimalization has helped raise awareness in shifting to
a more sustainable development that promotes on improving the state of protecting the
environment through changing lifestyles. Smith (2013), in this regard, states that the
practice of green purchasing to conserve the environment and its decreasing supply of
natural resources is vitally important.
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On the study from (UC Santa Cruz, 2018), Green Purchases refers to the
procurement of products and services that has reduced effect on the environment such as
Eco-Friendly clothing, home items, accessories, and food packaging. Consumers
contemplating the implementation of a sustainable lifestyle undertake a growingly intricate
decision-making process. Daily decisions on sensible environmental solutions frequently
leads to modifications among contradictory issues, resulting in a motivational and sensible
intricacy of green consumption but the problem is that implementation of green
procurement would be challenging as purchasing offers long term benefits. As of now this
study wants to uncover the personal and contextual factors of consumer purchases and to
strengthen knowledge about fostering green purchasing. The researchers wanted to offer
alternatives concerning purchasing of products based on its packaging, production,
manufacturing, etc. and to shift to a more sustainable consumption pattern and purchasing
decisions.
Offering green products to teenagers is significant because researchers have found
that young consumers have been the first to experience green practices and helped future
researchers to elaborate further the study. However, not all young consumers aren’t willing
to purchase green products which leaves the curiosity of what factors may influence young
consumers to purchase green products to raise their awareness to shift to sustainable
alternatives.
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Statement of the Problem
The study aims to know if the factors that the study have identified which are
gender, green/eco motivation, echo knowledge that are labeled as internal factors and price,
eco label/ packaging, green marketing, shelf-space that are labeled as external factors has
the effect to the green purchasing behavior of Senior High school students of San Beda
University in considering buying green products as an alternative to reduce waste and to
contribute to the preservation and protection of the environment. The study wants to further
understand how the factors can be the main source of influence to the behavior of Senior
High School students of San Beda University to green products. The study intends to
answer the following questions:
1. How do external factors influence green purchasing decision of senior high school
students of San Beda University of Manila in terms of:
1.1 Price
1.2 Eco-label/ packaging
1.3 Green marketing
1.4 Shelf-space
2. How do internal factors influence green purchasing decision of senior high school
students of San Beda University of Manila in terms of:
2.1 Eco knowledge
2.2 Gender
2.3 Green/eco motivation
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3 Is there a significant relationship of the factors to the purchasing decision of senior high
school students of San Beda University Manila?
Hypothesis
H01: Eco motivation factor does not affect the green purchasing behavior of senior high
school students of San Beda University.
H02: Gender factor does not affect the green purchasing behavior of senior high school
students of San Beda University.
H03: Eco knowledge or consumer awareness factor does not affect the green purchasing
behavior of senior high school students of San Beda University.
H04: Price factor does not affect the green purchasing behavior of senior high school
H05: Eco-friendly packaging or eco label factor does not affect the green purchasing
H06: Green marketing factor does not affect the green purchasing behavior of senior high
H07: Shelf space factor does not affect the green purchasing behavior of senior high school
students of San Beda University
In the study of Kauffmann and Panni (2012) they’ve stated that not all
psychological, cultural, personal, and social factors influence nor affects consumers to
purchase Eco Friendly products because some factors lack environmental awareness to
trigger consumers to buy green products and also claimed that these factors doesn’t
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automatically influence consumers to purchase due to consumers’ belief that green
consumerism is not for everyone and it is not for the long term.
With the statements claimed, there is no significant factors between the internal &
external factors and the green purchasing of senior high school students.
Significance of the Study
The study in an effort to understand different factors resulting in people’s positive
and negative reception towards green purchases, have a lot of beneficiaries. Presenting the
concept of choosing greener alternatives to help deal with environmental issues and
learning how and why people behave a certain way towards it will contribute a lot to
improving how it is presented and approached. Previous studies have presented that the
consumer’s purchasing decision strongly depends on price, but the current study shifts the
focus towards awareness and knowledge of the people regarding environmental issues.
That is why the study is of great importance which will benefit the following:
Senior High The results of this study will help students be aware of the
School Students
possible factors for environmental issues through green
purchases. The young readers of the study will be educated on the
impact of consumer decisions towards the environment and be
influenced to opt for healthier alternatives. The data gathered will
help to improve businesses’ marketing approach for green
products and serve as a guide on how to handle and respond to the
factors identified. The study will be able to influence businesses
that have on-going operations and products harmful for the
environment, to present healthier alternatives and make it readily-
available to the market. Businesses have great influence over the

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people that must be utilized to encourage the market to reduce
harm caused to the environment. The production and manufacture
of green products provide benefits financially and informing the
businesses of that realization encourages more companies to make
more environmentally-conscious choices.
Society The study would serve as guide for marketing and business
students to become socially-responsible in making decisions in
future careers. The study is a reminder for the students to make
certain that innovations and products introduced to the world
would not be harmful to the environment.
Market The knowledge and information gained from the research can give
more knowledge and be use for the consumers to be more
responsible of chosen purchases as it has a significant impact to
the environment.
Future Researchers The study can be used as a reference for future researchers to gain
more information and understanding of the factors influencing
senior high school student’s buying decisions in regards to green
products.
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Scope and Delimitations
The general intent of the study is to understand the factors that influence the
willingness or unwillingness of teenagers in purchasing green products. The
researchers will be focusing on the potential and/or the prominent factors influencing the
green purchases; hence, participants who are green consumers or not will be disregarded.
The study considers the physical, psychological, and moral factors as regards to the green
purchases of the participants. The researchers have delimited the study to Senior High
School students of the San Beda University - Manila. The youth’s generation is the future
of the environment. That being the case, the researchers would be gathering data only
within San Beda University-Manila and conducting of surveys will only be limited to
Senior High School students.
Definition of Terms
The key terms in this study are given the following operational definitions.
Environmental Awareness - It is the knowledge regarding the issues faced by the
environment and therefore making decisions that are beneficial to the environment
(Sullivan, 2018). It is one of the factors to be studied if it is influential on consumer’s
attitude towards green purchases.
Environmental issues - These are the harmful effects on the environment due to human
activity ( EPD ,n.d.). It is studied in the paper how informed the people are regarding
environmental issues and the paper discusses about it.
Green Procurement/Purchasing- Purchase of products and services that cause minor
harm to the environment (“Green Procurement | Environmental Protection Department",
2016). It is included and presented in the study to further understand green purchases.
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Green/Eco Friendly Products– Products that do no harm to the environment, does not
add to pollution and contributes to conservation of resources (Holzer, n.d.). It is offered in
the market to the consumers and in the research, it is studied how the participants behave
towards it.
Green Consumption- Using of products and services that do minimal or no harm to the
environment, conserving resources and being aware of proper waste disposal
(China.org.cn, 2007). It is one of the concepts to be studied if applied by the participants
as a lifestyle.
Sustainable Development – Attaining goals and providing need without the negative
effects and consequences on the society, the people and the environment ("What is
Sustainable Development and what are the Global Goals? | ", n.d.). It is the goal of green
purchases, the reason why it is presented to the market.
Theory of Reasoned Action – A theory by Martin Fishbein and Icek Ajzen’s that explains
how action came to be from the behavior, intention and attitude of the doer of the action.
It explains a process that comes from behavior to an action.
Shelf-space – A term for measurement widely used in marketing and business settings
that refer to the space assigned or given to a certain product to be displayed.
Eco-knowledge – It is knowledge that is acquired by different people through one’s
interaction with nature. Also referred to as ecological knowledge, it evolves due to the
continuous interaction with nature, which adds to information regarding it. It includes the
belief and practices brought by the knowledge gathered.
Eco-label – Labels or indicators of products that are approved to be less harmful to the
environment and contributes to reduction of waste.
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Green Marketing – The process of making products and/or services, that are
environment-friendly in its nature or the process of its production, available to the market.
This is part of the continuous efforts of businesses and organizations to perform
sustainable business practices.
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CHAPTER II
REVIEW OF RELATED LITERATURE
The following review of related literature and studies of this chapter would aid the
researchers in supporting the justifications of their study. The following chapter contains
literature and studies regarding the identified internal and external factors by the
researchers which are green consumerism motivational drivers, gender, and
ecoknowledge/consumer awareness as internal factors and price, eco labelling/packaging,
and green marketing as external factors.
Green Consumerism Motivational Drivers / Eco Motivation
Shifting to a sustainable lifestyle has been widely talked about through the
decades. Green consumerism has elevated globally in the concern of preserving and
protecting the environment and thus far it works but there is still a huge need for the urge
to motivate people most importantly the masses, toward sustainability.
It is stated by Tanner & Kast (2003), that this study exposes personal intentions
and barriers upon consuming the purchases of healthy foods which we call it as green foods.
In their study, the variable used was through surveys to have the results of having factors
through personal thoughts upon category. Mostly focused on personal attitudes, personal
norms, personal behaviors, personal knowledge, including personal factors like its
characteristics based on green purchases by Swiss consumers. As a result to their survey
from the analysts, they suggested to have green purchases through the support of positive
attitudes of every person towards green purchasing in relation to environmental protection,
local products.
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As mentioned by Sharaf and Isa (2017), there are different factors that ought to
affect a consumer’s purchase decision when it comes to green products. Identifying each
one of it would help to perfect or at least improve the prevalence of Green Marketing. Price
is an influential determinant to a consumer’s purchasing decision, especially to those on
the younger spectrum. Comparison of products is the starting point in making a purchase
decision and the first detail to be noticed is always the price. According to VanDoorn and
Verhoef (2011), that the cheaper regular products are still more likely to be favored than
green products that cost more. A business’ uncontrollable factor, which is peer pressure,
strongly affects an individual’s decision towards goods purchased, even towards green
products. Young people are likely to listen to the group of people involved in and have it
affect the individual’s preference. An individual’s comprehension of the consequences and
effects of different products to the environment doesn’t create a significance in a green
product purchase. It is quite understandable to mistake a person’s awareness regarding
environmental issues to be a dominant factor that will affect their intention to buy green
products but it isn’t. The idea of waste reduction integrated and considered in the products
offered isn’t notable for potential consumers. It is suggested by Sharaf and Isa (2017),
improvement in the promotional aspect of green marketing in order to reach a larger number
of users.
Acquiring this information about different plausible factors that have already been
considered by previous studies could serve as a starting point for surveying how it is in the
setting of the Senior Highschool students in San Beda University. The study of Sharaf and
Isa highlighted price and peer pressure as dominant influencers to a consumer’s decision
which may or may not be the same circumstance for the current study’s participants.
However, the different surroundings and exposure to the reality of issues with the
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environment presented by the institution to its students might be a contrasting factor to the
study aforementioned
According to Kong, W., Harun, A., Sulong, R.., & Lily, J. (2014), the result
showed based on the survey with 159 questionnaires given to the respondents that the group
conducted were the green corporate perception (H1), eco-label (H2) and green product
value (H5) had the biggest impact on influencing the consumers on green purchase. But
furthermore, eco-friendly packaging (H4) and advertising eco-friendly products (H3) had
no significant impact on green purchase intention. The hypothesis 1,2,5 are accepted while
the hypothesis 3 and 4 are rejected. The hypothesis 1 is supported by the idea of Choi &
Ng (2011) where it is said that consumers will motivate to buy a product to the company
that cares for the environment. In line with the group’s study, green corporate perception is
one of the factors that may influence the Senior High School in San Beda University on
buying green products as the green companies have the responsibility on influencing the
Senior High School Students in San Beda University. But furthermore, the supported idea
made by Choi & Ng (2011) may be having a negative result if it will be tested in the Senior
High School of San Beda University since it is a foreign literature.
Gender
There are cases about gender that affects the behavior of purchasing from the study
of (Fisher, Bashyal, & Bachman, 2012) states that there are studies about gender towards
the environment that females are most likely to care about the environment, the females
shows behaviors that are favorable to the environment than males. Another study tells that
females are label users to environmental products however, there are other studies that use
the liker type scale for examination to measure the frequency of green consumption towards
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to green products, it resulted that males are tend to be more active towards purchasing green
products.
In relation to the study, gender towards green purchasing can be one of the factors
or one of the main factors that affects purchasing green products positively. As shown from
the related literature, males and females are both favorable to green purchasing even there
are studies that shown there are no significant affect to green purchasing positively.
Furthermore, building up awareness that gender is one of the reasons that affects the green
purchasing behavior can label as important aspects to green purchasing which is an
extension of knowledge for study.
In other situations or studies about gender, the study of (Tung, Koenig, & Chen,
2017) about gender tells that women are more concern to environmental products than men
because of their attitude and behavior towards the environment. It explains from the study
of (Costa Pinto, Herter, Rossi, & Borges, 2014) as cited by (Tung, Koenig, & Chen, 2017).
That women are more dominant of showing of concern to the environment is because
women in general have the attitude and personality of being an expressive, compassionate,
nurturing, altruistic and caregiving person and the traits of women affects to the
environment.
For further understanding and relation to the study, it tells that not only that gender
is factor or reason to the behavior of purchasing green products but gender has other aspects
which it depends of what kind of gender, from the related literature it states that women are
more concern to the environment, therefore it shows that it is a positive factor to green
purchasing than men. The related literature gives the study an information about gender as
factor in which gender specifically women is the direct factor of green purchasing behavior.
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Eco - Knowledge and Consumer awareness
It is concluded by Harun (2012), in his study that environmental knowledge is
relatively not influenced by the green purchasing intention among Sabahan consumers.
Harun suggests that regardless how knowledgeable the consumers are environmentally, this
wouldn’t influence their attitude towards green purchasing. Contradictory from the results
done by Harun, Mostafa (2009) emphasized the relevance of environmental knowledge in
predicting the green consumer behavior. Mostafa discovered that there was a significance
between environmental knowledge and green consumer behavior. This suggests that there
is a possibility that a higher environmental knowledge will result to a more positive green
purchasing behavior. In addition, Kim and Chung (2011) further studied this idea where
they found that past experiences contribute to a consumer’s knowledge concerning organic
products which gives an impact to a purchasing intention of the consumer. Kim and Chung
argue that personal care products and other green products are of with similar values that
shape a consumer’s behavior toward green purchasing.
In line with the researchers’ topic, environmental knowledge is one of the factors
that may or may not influence the purchasing behavior of the senior high school students
in San Beda University. Since the study of Harun and other professionals are foreign, this
conveys the thought of having a positive or negative result when tested in the institution.
Where this study can strengthen the results of Harun or Mostafa and Kim & Chung
indicating that environmental knowledge plays an important role towards green purchasing
intention and behavior.
The study of Braga (2014) tells green products is not for retailing green products in able
to gain money but rather it should helped lessen pollution through the use of green products.
Green products help lessen the damage in our environment. It helps to know the concerns
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of consumers when purchasing products. Because these concerns have strong relationships
to the behavior of consumers. The question for this study is that ‘how does environmental
concerns on purchasing green products affects in retail?’ In the sense of the article, the
objective is to know that consumers recognize buying green products in
retail.
Researchers would be able to have knowledge on how concerns affect green
purchasing in retail when consumers recognize the effective declaration of green products
in retail. The study helps researchers to know that green products in retail can be recognized
by the consumers concerned. Because of this study, researchers will infer that there is a
possibility that consumers changing the routine of buying can be difficult in their point.
Different parts of the world struggle with different environmental problems and
the lack of awareness of its actuality could lead to even devasting circumstances. The
products in the market should present alternatives to reducing waste produced without
causing a decline in quality and practicality. That is why green products are encouraged to
be purchased and supported instead of products that harm the environment. However, the
need for it hasn’t been widely recognized by the market and consumers. A single
consumer’s purchasing decision affects the environment in bigger ways than expected.
Lack of awareness and ability to differentiate it from regular products is a strong reason
why green purchases aren’t as regarded as need be. The knowledge regarding the
environmental issues faced in the now would give the people a sense of environmental
responsibility that would incline them to switch to green products. Though it is still
dependent on the product’s price, be it at a reasonable price, and its availability.
In line with the study’s matter, measuring just how aware and knowledgeable
senior High School students of San Beda University are about environmental issues the
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country and the world face could weigh and evaluate if it is a significant factor that affects
these students’ decision in purchasing green products. The student’s school environment
that educate them to be socially and environmentally involved and responsible for all the
consequences and risks could also be a corresponding factor to the comprehension of the
students. These reflects in their actions and buying decisions that shows an impact in the
environment though usually left disregarded or paid no attention to. The study aims to
influence students’ demographic profile such as Gender and Age, which in a context of
Rahim (2017), indicate that female are more concerned of environmental issues and intend
to purchase green products than male consumers. It shows that females have a higher
intention of purchasing green products. As indicated by Rahim (2017), that among the age
of consumers, young people have a higher influence of buying products because of a
simpler purchasing decision than older people with complex purchasing decision. Young
People were willing to accept new and innovative ideas that supports green products. This
may help researchers to include gender and age of teenagers in the demographic of the
study.
Price
Consumer’s purchasing decision can be affected by price, as explained by Balle
(2017), in the article “The Effect of Price on Consumer Buying Behavior”. The difference
of the price of a certain product with its competitors is a huge factor influencing a
consumer’s decision. A certain product being cheaper than its competitors lead to an
increase in sales. As for the other way around, a higher price for a product results
negatively. It is important to identify with the other products and services offered in the
market that provide the same as one’s business. Increasing the price could result in the loss
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of some customers if the product can be purchased from another brand that offers it at a
cheaper rate. However, if competition is not high for the product or the service, the high
price could be an asset for the business. People associate a product’s price with quality,
believing that the higher the price, the better the quality.
Lowering the prices of the product or service could yield different results as well,
depending on the situation or the mindset of the consumer. A consumer could purchase a
low-priced item in large quantities upon seeing how much money can be saved with the
price reduction. However, some consumers think that with the price reduction, quality is
compromised as well.
Price change yields different results, influencing people’s buying decisions. The
market is very sensitive to changes in the price of products and services. With that said, it
is of great importance to set the product or service at a price that’s just appropriate and
fitting for the market to accept and the business to still make a profit.
The price of a product or service is one of the numerous factors that affect a
consumer’s purchasing decision. Tracking, studying and analyzing the consumer’s
behavior is important in order to contribute in understanding how consumers come to a
purchasing decision. Price and consumer’s purchasing decision, as concluded in the study
of Al-Salamin and Al-Hassan (2016), have a positive relationship, having significant
effects on the other.
Price, being part of the 4 P’s of marketing, is given great efforts and focus to set
reasonably. With the prevalence of social media, it has been easier to compare products
and services, whether price is worth it and reasonable with what is offered. Price is a
significant factor that affect a consumer’s buying decision, second to quality, as inferred
from the study conducted.

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Three different pricing strategies were also studied in order to come to an
understanding of how to approach pricing of products and services. When it comes to odd
pricing, a strategy wherein the price is set at odd numbers due to the belief that it is more
enticing to buyers, consumers are neutral with the method. As for discount price strategy
and bundle price strategy, results came to the respondents disagreeing with the statements
of choosing lower priced items. The researchers reasoned that it is due to the increase of
knowledge and awareness of the respondents of the pricing strategies. The respondents
know of the efforts of business to appear much more enticing to the market that it fails.
A consumer’s perception of a certain product and decision to purchase it is affected
by its price. An experiment has been done by Galarza and Wong (2017) to show the
psychological behind consumer’s decision in choosing which product to purchase. Quality
has been closely associated with price. If the quality of competing products are not easy to
distinguish or there is little to no difference with what us offered, consumer’s depend on
pricing to help in deciding. In cases of indistinguishable goods, consumers go for the
cheaper option because there is no willingness to spend more money when a cheaper option
does the same thing.
Price reflects the product’s quality, a popular psychology affecting people’s buying
decision. A small difference in the price does not have s significant effect on a consumer’s
decision. However, the product with better quality would be the choice of the consumers
because of the people’s thinking that higher price equates to better quality.
Eco Label
Consumers play a part in the environment, its improvement or destruction,
depending on the actions people take. An individual’s decision on purchases has a
significant impact on the environment thus, green products are offered in the market. Green
18
products need to be labelled as such in order to be identified, this is call ecolabelling. These
green products are part of the efforts of various groups and organizations to offer less
harmful and more environment-friendly goods to the market in order to regulate waste
production and help deal with the environmental issues.
In the study conducted by Sigit, Fauziah, and Heryanti (2017), the influence of eco-
labels on the purchasing decision of a consumer has been its focus. The eco-labels set apart
a certain product from its competitors as being a more environmentally sustaining option.
It educates its consumers regarding environmental issues and signifies a product or rather,
a brand’s goal to protect and preserve the environment. With the increase of demand for
sustainability of the environment in the market, businesses have been adjusting into making
greener products.
The results of the study show that people don’t see eco-labels as influential to the
decisions of purchasing a green product. Other factors have been found to affect a
consumer’s decision more than eco-label. Factors such as advertisement, gender,
satisfactory and more.
Green Marketing
An exploratory study done by Govender and Govender (2016) aimed to study the
influence of green marketing in purchasing behavior of consumers. The results implied that
green marketing influence the consumer’s green purchasing behavior. The green marketing
was effective with the promotion because respondents’ see the packaging, labelling and
product information were the factors that strongly influence consumers’ purchase behavior
although the consumers see green products as a prominent issue because these products are
unreasonably priced. Sawant (2015) propose consumers are increasingly becoming aware
as socially responsible towards the environment. As argued by Dagher & Itani (2014), that
19
consumers are increasingly engaging themselves in ecofriendly behavior through
patronizing green purchases. From a dissertation conducted by Isaacs (2015), the key
findings turned out that price and product quality are the most influential factors to attain
consumers’ brand loyalty and willingness to purchase green products. The results
concluded by Doh Howton, Howton, and Siegel, (2010), that when consumers are satisfied
with the quality of the product, consumers are more likely to patronize the brand despite
the increasing price. Customers are induced to pay a larger amount of money in condition
for premium environmental products.
Aligned with the researcher’s study, a possible factor that may affect the behaviors
of participants is green marketing despite consumers see green products as unreasonably
priced, the green marketing may still be effective through their strategies since packaging,
product information and labelling are some of the influential factors under green marketing.
Supported by the study of Isaacs (2015) consumers are more likely to be encouraged to
purchase green products when consumers are satisfied with the quality. This also implies
that quality satisfaction of consumers also falls under green marketing. The study of Dagher
& Itani (2014) may also derive to a result that awareness of the participants is a factor that
contributes to a consumer’s purchasing behavior.
Shelf-space
On the research by Dursun, ø, Kabadayı, E., Alan, A., & Sezen, B. (2011), the
purchase of the customers upon its store brands had been an investigation on its perceived
quality, shelf space, familiarity and perceived risk and its effects of purchasing. They found
out that the familiarity of a store brand can be either direct or indirect with its influence on
the store brand. Shelf space is the most important on the purchase intention and to be the
20
most crucial role. This study focuses on the store brand shelf space on its purchase intention
that can know its effects and risk on the perception of the store brand.
Based from Ciprian & Alexandria (2013), a, having a good shelf display may
influence a purchasing decision of consumers and that is why strategies for shelf display is
needed in order of the business to influence the consumers to purchase of their products.
There are common strategies that are often used because it gives excellent results which is
placing the products near at the consumers specifically placing the products at eye level or
above the shelf where can be easily seen by consumers. For further explanation about the
reason of consumers to purchase green products is that it is possible that one of the reason
why consumers buy products in general is because of displacement of products and it is
very important for businesses to consider the displacement of products because of the
chance of consumers to buy their products because the attention of the product is getting a
lot of attention.
According to Amar & Gulraiz (2010), it states that shelf space is very important
because it has a big effect on the brand or the product itself of the business, and it can be
effective in two ways. The first way is that changes in shelf space could be already out of
stock it just want to show that retailers cannot sell the other products which are not in the
stocks, therefore it will decreased of having some stocks atleast once in a day and also the
other way, it will change the consumer’s attention to the product which the behaviour of
purchasing may be affected. Furthermore, because of changes in shelf spacing, it can be a
negative effect not just from the inside of the business but also from the outside which are
the consumers. To imply relationship to the research of green purchasing, changing of shelf
space should be considered because it can have large effect from the consumers because
21
the behaviour of the consumers may differ from just by changing the displacements of
products.
In the context of Zaccour (2008), Shelf Space helps retailers to have a room for
their products and allocation for different products. Shelf space directly impacts the
retailers decision in shelf space to private and national brands and enable to attract
customers attention. The purpose of this article is to be able to know how shelf space
impacts in the retailers shelf space decision but the problem is that the issue is the crucially
of placing products in shelves. Retailers want a space for private brands while
manufacturers want a proper shelf. This results to retailers’ bad image if retailer does not
give the appropriate shelf space to national brand. The reason is that it lets customers be
aware for national brands. This will also perceive customers the retailers as of low quality.
Shelf Space is important for retailers as it is important for manufacturers of national brands.
Theoretical Framework
Martin Fishbein and IcekAjzen came up with theory in 1967 to explain how
behavior, behavioral intention and attitude come together in the process until the action
made. The theory of reasoned action explains the elements in the process of persuasion,
putting the focus on behavior and the influences of certain factors or situations. The theory
separates behavioral intention or attitude with the behavior an individual display. Different
factors may come into play to contradict one’s behavioral intention and the behavior acted.
Certain factors limit the attitudes of an individual thus, influencing the behavior shown.
The desire to do an activity but with the situation not allowing it, behavior will be
compromised, it will not act on the intention. Fishbein and Ajzen (1967) explained that
attitudes and subjective norms are part of the effort to determine behavior. An individual’s
attitude may vary from the norms surrounding. The desire to do something but it being out
22
of the norm could alter the behavior or action performed. Doer is compromised, in an effort
to comply to the norms. External factors create a person’s starting attitude towards
somethig unknown or perhaps a shift in perception due to subjective norms or expectations
of the people around. The theory of reasoned action could help the study understand how
the people came to their decision and actions towards green products and green marketing.
It will serve as a guide in looking into the factors affecting a consumer’s purchasing
decision.
Figure 1. The Theory of Reasoned Action. Adopted from Theory &
Psychology - 19. (pjs. 501-518) by Trafimow, David. (2009)
501-518) by Trafimow, David. (2009)
23
Conceptual Framework
H1: Eco motivation factor does not affect the green purchasing behavior of senior
high school students of San Beda University.
H2: Gender factor does not affect the green purchasing behavior of senior high
H3: Eco knowledge or consumer awareness factor does not affect the green
purchasing behavior of senior high school students of San Beda University.
H4: Price factor does not affect the green purchasing behavior of senior high school
H5: Eco-friendly packaging or eco label factor does not affect the green purchasing
H6: Green marketing factor does not affect the green purchasing behavior of senior
high school students of San Beda University.
H7: Shelf space factor does not affect the green purchasing behavior of senior high
school students of San Beda University
24
Figure 2. Conceptual Framework Model
The researchers categorized the factors under 2 types namely, internal factors and external
factors. The components under the internal factors are eco motivation, gender and eco
knowledge or consumer awareness. On the other hand, the components under the external
factors are price, eco-friendly packaging or ecolabel, green marketing and shelf space. The
seven components show the different factors that may not affect the green purchasing
behavior of the respondents.
25
CHAPTER III
RESEARCH METHODOLOGY
This chapter will define the research methods to be used to conduct this study. The
researchers will give an explanation on how the data and information that will be
collected will answer the research objectives and questions and how it will be presented
and analyzed. Justifications of the research design, respondents of the study, research
locale, instrumentation, sampling technique, sampling size, statistical treatment of the
date, and the ethical considerations for research will be presented.
Research Design
A research design is an important tool, as explained by Akhtar (2016), because it is use for
giving a fluent process of conducting a research in order to find and explain the goal of the
study in a professional approach. In order to conduct the research, the researchers looked
for the proper design to give the information needed to explain the goal of the study. The
appropriate research design for the study is the descriptive approach. A descriptive research
is used for describing a certain issue investigated. This kind of design, as described by
Akhtar (2016), explains the question of what, how, and when, that are present to a particular
issue being studied. This type of design for the study aims to investigate and explain the
knowledge that the researchers aim to attain in the study, where it describes every aspect
of the information. It aims to give facts about the findings by describing the various factors
that are both positive and negative that affects the purchasing behavior of Senior High
School students of San Beda University towards green purchasing. A certain research about
green procurement used the descriptive design as a method to conduct the study, from the
methodology of Dr. Atombo Wallace and Allan Ekweny Omachar (2016) in their study of
Effects of Green Procurement Practices on Operational Efficiency at Kenya Airways

26
Limited. Kenya believes that the study will be in a descriptive approach, describing the
general findings from a larger population. In order to get the findings, data is gathered
quantitatively by conducting a survey. Therefore, the researchers will utilize a descriptive
design to reach the goal of the study to obtain information about the positive and negative
factors that influences the green purchase of Senior High School students of San Beda
University - Manila.
Respondents of the Study
According to Murphy (2016), it is necessary to include the specific population for
the study because knowing the right population will give the study the expected result of
what the study wants to find. The target population of the study are the students in San
Beda University Manila, while the accessible population are Senior High school students
from ABM, GAS, HUMSS, and STEM. The researchers would select 315 respondents in a
population of 1483 from grade 11 and 12 students through systematic random sampling,
where each student from Senior High school have a chance to take part in answering the
questionnaire. Furthermore, all strands from Senior High School are applicable to be
respondents because all students can be a consumer in green market. The researcher chose
Senior High School of San Beda University due to convenient access to the students in
choosing respondents and distributing the questionnaires.
27
Research Locale
The study will be conducted in San Beda University - Manila Located in 638
Mendiola St, San Miguel, Manila which is the present institution the researchers are
attending st. since the researchers are students of San Beda University - Manila, it will be
convenient for the researchers to administer and gather data from their department. San
Beda University was founded by the Order of Saint Benedict (OSB) in 1901 and has
established the institution as one of the reputable Catholic schools in the Philippines.
The Senior High School Integrated Basic Education Department of San Beda University -
Manila comprises of two Grade levels which are Grade 11 and 12. Each level has four
strands namely Science, Engineering, Technology and Mathematics
(STEM) Strand, Accountancy, Business and Management (ABM) Strand, Humanities and
Social Sciences (HUMSS) Strand and General Academic Strand (GAS). The time allotted
to collect data would be for one quarter. This locale will give researchers an ample amount
of time to collect data.
Instrumentation
The major tool to be used to gather data in identifying the influential factors of
green purchases is a questionnaire from the research “A Study of Factors That Influence
Green Purchase” of Larsson & Khan (2011) as shown in Table 1. It will be used to
identify the different factors, internal and external, that affects a consumer’s purchasing
decision. Modifications will be done by the researchers for it to be better fitting and more
appropriate to the study and the setting.
28
Data Gathering and Procedure
In this study, researchers would use the primary source of data wherein
questionnaires are to be answered by grade 11 and 12 respondents from San Beda
University-Manila. The researchers would undergo the following steps before collecting
the data in order to validate the study:
1.) In line with the objective of the study, brainstorming and formulation for the
questionnaires shall be done. The researchers aim to develop a questionnaire wherein
the content is enough to answer the study’s statement of the problem. The researchers
would also consult the research adviser for suggestions and checking of the
formulated draft.
2.) Researchers shall construct a timeframe to be followed for completion of data
gathering. Correspondingly, the leader has the authority to evenly distribute the tasks
to the other researchers. The planned timeframe serves as a guide for researchers to
perform each responsibility in an effective manner.
3.) The data gathering would be conducted once the final questionnaire is approved
by the panelists and research adviser. The paper should content accuracy with every
detail and it shall be understood with clear objectives on why the researchers are
conducting the study.
4.) In order to attain a productive period for data collection, researchers are divided
with numbers of questionnaires to be disseminated to the respondents. Each
researcher shall give the questionnaires to the class president or vice president
assigned to them.
29
5.) Once the questionnaires are completed, researchers are to manually tally and
validate the answers from each respondent. The total collected data shall then be
encoded and calculated in a spreadsheet.
6.) Presentation and interpretation of the collected data shall then be followed
accordingly that would derive to the conclusion and recommendation of the study.
The questionnaire from a study of Larsson and Khan (2012) would be adapted by the
researchers for data collection. An online questionnaire was also used to collect the data
about green purchasing behavior under the study of Dhager and Itani (2015). The primary
source of data were 500 questionnaires sent however, 65% of the respondents returned
questionnaires with a complete data. Nonetheless, Dhager and Itani’s study resulted to
relevant outcomes for the purpose of the researcher’s study.
Sampling Technique
In this study, the researchers will be using the systematic sampling as a sampling
technique in selecting the respondents from the sample of the study. A research from Etikan
Bala (2017) states that a systematic sampling technique is that the first unit is to be selected
randomly, and the other remaining as the remaining sampling units are to be selected in a
fixed period. The respondents will be chosen in a random selection as the first unit then the
remaining units will be chosen in a fixed period.
The researchers will be choosing the ABM and STEM strand as the first unit and selected
randomly. The HUMMS, and the GAS strand will be the remaining units who will be
chosen in a periodic interval.
30
Sampling Size
The sample size of the study is measured through its total population gathered in a
specific area. The sample in the study is measured with the use of Slovin’s formula in
getting its sample size. Since the Slovin’s formula is used in the study, it should determine
the margin of error with the level of confidence, and the total population size. Since the
level of confidence in the study is 95% and its margin of error is 5%, and has a population
size of 1383 students the sample size could be determined with its population in the senior
high with 21 sections in grade 11 and 20 sections in grade 12 with the use of the total
population. The senior high schools compose of ABM, STEM, HUMMS, and GAS. Grade
11 has 7 sections in the ABM strand, 9 sections in STEM, and 5 sections in
HUMMS strand. The grade 12 has 7 sections in ABM, 8 sections in STEM, 4 sections in
HUMMS, and 1 section in the GAS strand. In result of the calculation, the sample size of
the population is at 315.03 students that will be served as the respondents of the study.
Slovin’s formula: n=
(N) = Total population size: 1483
(e) = Margin of error: 5%
n = sample size
n=
= 315.03 is the sample size
31
Statistical Treatment of Data
As stated in the methodology chapter, in order to know whether there is an
association between two nominal variables, wherein in this case, the use of green products
and other variables, Chi-square test is used. This null hypothesis states that there is no
association between the selected pair of variables. While the alternative hypothesis states
the opposite, that there is an association. If the calculated test statistic from the ChiSquare
test is less than the 0.05 level significance, then the null hypothesis is rejected. Otherwise,
it is not rejected. Moreover, if the null hypothesis is rejected or if the the presence of
association is proven, it is also important to know the level of association that exists,
whether it's weak, moderate, or strong.
In some cases, Chi-square test cannot be used if in the cross-tabulation at least one
the cells have an expected value below 5. Fisher's Exact Test is used for this cases. The
interpretation is just similar to that of the chi-square.
To measure whether there is association between the use of green products and the
internal and external factors, the Lambda measure was used in SPSS. This gives a measure
of association between variables which are categorical or when at least one of the variables
is categorical.
Ethical Consideration
As described in the study of David and Sutton (2011), ethical stances to be
considered in conducting a research are informed consent, privacy, confidentiality &
anonymity and protection from harm. Respondents would be clearly briefed about the
relevance and purpose of the research instrument. Respondents have the autonomy to
accept or withdraw from answering the
32
questionnaire. In this study, personal information would be respected as
confidential between the respondents and researchers. The respondents have the preference
to wether fill out or disregard the essential personal information for the study, however, the
listed questions shall be answered truthfully and seriously by the respondents. Hence,
collected information would be morally
presented in an honest manner and without any tampering.
Transparency would be manifested throughout the data gathering for the study to
be valid. Collected data and information would be solely used for the researchers’ study
and are restricted for reliable representations and interpretations. All questions are secured
to be harmless from any sensitive topics that would attack the respondents’ identity. The
researchers are responsible to protect the welfare of respondents when answering the
instrument needed for the study. The ethical stances listed are to be followed throughout
the study to prevent complications between the respondents and researchers. Considered
ethics are relevant to validate all data and interpretations.
33
Gantt Chart
Legends: 100% progress 50% progress 80% progress 0% progress
June July
Week 4 Week 5 Week Week Week 3 Week 4

(18-23) (24-30) 1 2 (15-21) (22-28)
(1-7) (8-14)
1 st meeting with
the group
Discussion about
quantitative
research
Finalizing of 3
topics
Submission of
mini task 1
Discussion
Announcement of
approved topic/s
August September
Week 5 Week 1 Week 2 Week 3 16-22 Week 4 23-30

27-31 2-8 9-15
Completion of
requirements
Grade consultation
Start of cycle 1 and

2
Cycle 2 reporting
Cycle 3 and
submission of chap
3
34
October
Week 1 Week 2 Week 3 Week 4

1-6 7-13 14-20 21-27
Cycle 4
Revision of
chpaters 1,2 and 3
Defense week
Exam week
November

4-10 11-17 18-24 25-30
Revisions
Preparation and
Immersion
Data Gathering
INTRAMS (data
tallying)
December

3-7 10-14 17-21 24-28
Interpreting of data
Working on
chapters 4&5 and
documentary
Christmas break
and revision of
chapter 1-3
Immersion
transcripts
35
January
Week 1 Week 2 Week 3 Week 4 Week 5

1-5 6-12 13-19 20-26 27-31
Working on research
and transcripts
Submission of
transcript and research
paper
Consultation
Submission of soft
copy
FROLICS & exam
36
CHAPTER IV
DATA PRESENTATION, ANALYSIS, AND INTERPRETATION
This chapter presents the analysis and interpretation of the data gathered in this
study. The results are presented in two parts in contrast with the two segments of our survey
questionnaire with seven divisions according to our hypotheses including its corresponding
data analysis, explanation, and interpretation.
As stated in the methodology chapter, in order to know whether there is an
association between two nominal variables, wherein in this case, the use of green products
and other variables, Chi-square test is used. This null hypothesis states that there is no
association between the selected pair of variables. While the alternative hypothesis states
the opposite, that there is an association. If the calculated test statistic from the ChiSquare
test is less than the 0.05 level significance, then the null hypothesis is rejected. Otherwise,
it is not rejected. Moreover, if the null hypothesis is rejected or if the the presence of
association is proven, it is also important to know the level of association that exists,
whether it's weak, moderate, or strong.
In some cases, Chi-square test cannot be used if in the cross-tabulation at least one
the cells have an expected value below 5. Fisher's Exact Test is used for this cases.
The interpretation is just similar to that of the chi-square.
37
Table 1. Data Statistics Summary Part I
Strength of
Variable Test Value Conclusion*
Association
1) Gender
(Purchased a green
product) 0.061 No Association
2) Eco-knowlegde 0.055 No Association
3) Shelf Space 0.088 No Association
4) Eco-Packaging 0.194 No Association
5) Eco-motivation 0.000 With Association Moderate
6) Eco-knowledge 0.000 No Association
7) Eco-knowledge 0.189 No Association
9) Green Marketing 0.086 No Association
11) Green
0.001 With association Weak
38
Marketing
12) Eco-motivation 0.397 No Association
Figure 3.1. Ranking of Questions that have the Most Number of “Yes”
Yes
140
105
70
35
0
Q6 Q9 Q2 Q3 Q5 Q12 Q10 Q4 Q11 Q8 Q1 Q7
Figure 3.2. Ranking of Questions with Most Answers of “I dont’ know/No”
I don’t know/No
300
225
150
75
0
Q7 Q1 Q8 Q11 Q4 Q10 Q12 Q3 Q2 Q9 Q5 Q6
To measure whether there is association between the use of green products
and the internal and external factors, the Lambda measure was used in SPSS. This
gives a measure of association between variables which are categorical or when at
least one of the variables is categorical.
39
Table 2. Data Statistics Summary on Part II
Strength of
Variable Test Value Conclusion*
Association
15) Eco- 0.417 No Association
knowledge
knowledge
knowledge
knowledge
24) Price 0.158 with Association Weak
40
25) Price 0.015 with Association Weak
Figure 4. Ranking of Questions that have the Most Number of “Strongly Disagree”
Strongle Disagree
30
23
15
0
Q11 Q8 Q10 Q6 Q3 Q9 Q7 Q1 Q12 Q13 Q5 Q2 Q4
Figure 5. Ranking of Questions that have the Most Number of “Disagree”
Disagree
80
60
40
20
0
Q3 Q9 Q5 Q2 Q1 Q13 Q10 Q11 Q6 Q12 Q8 Q7 Q4
41
Figure 6. Ranking of Questions that have the Most Number of “Agree”
Agree
180
135
90
45
0
Q9 Q10 Q7 Q8 Q12 Q5 Q4 Q11 Q13 Q6 Q2 Q1 Q3
Figure 7. Ranking of Questions that have the Most Number of “Strongly Agree”
Strongly Agree
140
105
70
35
0
Q4 Q6 Q2 Q7 Q1 Q3 Q12 Q8 Q13 Q11 Q5 Q10 Q9
Eco-Motivation Factor Analysis
For understanding the association or connection between Eco-motivation and the
consumers’ interest to procure green products/goods through the preliminary part of our
survey questionnaire, we have utilized the Chi-square test. The query states that if the
consumers have an interest in procuring green products. In the results, the table showed
that Eco-Motivation Factor under the calculated test statistic from the Chi-Square test is
less than the 0.05 level significance which is 0.000 test value, which rejects the null
hypothesis. Meaning that there is an association between Eco-motivation and the interest
42
of the consumers to purchase green products. A great number of the respondents have a
huge interest in buying green products because they are motivated that the current
environmental state is slowly degrading which creates pressure and prompts them to think
about their purchasing decisions. According to Van-Doorn and Verhoef (2011), A
business’ uncontrollable factor, which is peer pressure, strongly affects an individual’s
decision towards goods purchased, even towards green products. Young people are likely
to listen to the group of people involved in and have it affect the individual’s preference.
People are gaining interests to consider thinking about their purchase decision due to
motivations from current issues prevalent regarding the environment.
Gender Factor Analysis
The study results shows that the question number seven regarding respondents
procuring green products have the majority number of “Yes”In this research, we have
selected 315 respondents which later decreased to 269 due to data gathering difficulties,
mishaps, and communication issues with certain respondents in both Grades 11 and 12.
There are total of 145 male respondents and 124 female respondents. The results in
figure 2 shows a 0.061 test value which automatically means that there is a poor association
between the Gender factor and green purchasing. There is a great number of Both male and
female respondents that has resulted to not purchasing green products. There are cases
about gender that affects the behavior of purchasing from the study of Fisher, Bashyal, &
Bachman, (2012) states that there are studies about gender towards the environment that
females are most likely to care about the environment, the females show behaviors that are
favorable to the environment than males. In the study of Tung, Koenig, & Chen, (2017)
about gender tells that women are more concern to environmental products than men
43
because of their attitude and behavior towards the environment. Yet these statements from
these journals are contradicting with the results made from our tests for the potentially be
for the reason of limitations regarding respondents. We’ve only selected respondents from
the Senior High school of the Basic Integrated Department of San Beda University-Manila.
The demographic scale of our selected sample size is greatly considered in this type of
factor. Overall, the results indicate that there is no significant association between Gender
and green purchasing.
Eco-Knowledge Factor Analysis
In this factor of the first part of our survey questionnaire, we’ve generated three
questions for the first part of the survey questionnaire. These questions put a question to
the respondents having prior knowledge about green purchasing and green products, if
there is an existing difference between conventional products and green products, and lastly
if the respondents frequently purchase green products. The test results show that there is an
association between Eco-knowledge and green purchasing but has a 0.081 test value using
Fisher’s exact test which means the association present is weak. According to Harun
(2012), he concluded in his study that environmental knowledge is relatively not influenced
by the green purchasing intention among Sabahan consumers. Harun suggests that
regardless how knowledgeable the consumers are environmentally, this wouldn’t influence
their attitude towards green purchasing.
Eco-Packaging Analysis
In this factor analysis, it is shown in figure 2 that eco-packaging has an association
with green purchasing due to results 0.002 test value and yet it weak due to 0.194 test value.
In this factors analysis it is questioned whether the respondents can distinguish green
products in supermarkets and if green products stand out when positioned on any market.
44
These two questions resulted to the aforementioned test values respectively using the chi-
square test. In the study conducted by Sigit, Fauziah, and Heryanti (2017), the influence of
eco-labels on the purchasing decision of a consumer has been its focus. The eco-labels set
apart a certain product from its competitors as being a more environmentally sustaining
option. It educates its consumers regarding environmental issues and signifies a product or
rather, a brand’s goal to protect and preserve the environment. With the increase of demand
for sustainability of the environment in the market, businesses have been adjusting into
making greener products.
The results of the study show that people don’t see eco-labels as influential to the
decisions of purchasing a green product. Other factors have been found to affect a
consumer’s decision more than eco-label.
Green Marketing Factor Analysis
According to our study findings, green marketing has no significant association
with green purchasing decisions of the consumers. There are two questions for the first part
of the questionnaire which asks if the respondents are aware of any advertisements or
promotions about green products and which may likely make them purchase green
products. These questions resulted to 0.086 and 0.001 respectively which the null
hypothesis is rejected. An exploratory study done by Govender and Govender (2016)
aimed to study the influence of green marketing in purchasing behavior of consumers. The
results implied that green marketing influence the consumer’s green purchasing behavior.
The green marketing was effective with the promotion because respondents’ see the
packaging, labelling and product information were the factors that strongly influence
consumers’ purchase behavior although the consumers see green products as a prominent
issue because these products are unreasonably priced. Promotional activities/actions may
45
influence the consumers to consider buying green products but ends up not buying it at all
because it all falls under the price factor. From a dissertation conducted by Isaacs (2015),
the key findings turned out that price and product quality are the most influential factors to
attain consumers’ brand loyalty and willingness to purchase green products.
Shelf Space Factor Analysis
Our study findings showed that shelf space has no significant relationship with
green purchasing. Both questions from the two parts of the survey questionnaire results to
0.088 and 0.834 test values which proves it is unrelated with the purchasing decision of the
respondents towards green products. Despite of how the association resulted in our tests
according to Amar & Gulraiz (2010), it states that shelf space is very important because it
has a big effect on the brand or the product itself of the business, and it can be effective in
two ways. The first way is that changes in shelf space could be already out of stock it just
want to show that retailers cannot sell the other products which are not in the stocks,
therefore it will decreased of having some stocks atleast once in a day and also the other
way, it will change the consumer’s attention to the product which the behaviour of
purchasing may be affected. Furthermore, because of changes in shelf spacing, it can be a
negative effect not just from the inside of the business but also from the outside which are
the consumers. To imply relationship to the research of green purchasing, changing of shelf
space should be considered because it can have large effect from the consumers because
the behaviour of the consumers may differ from just by changing the displacements of
products. However, with the results made from tests, it appears to be contradictory with
certain studies about shelf space and green purchasing decision.
46
Price Factor Analysis
In this factor, the results showed that price has an association with regards to green
purchasing decision of the respondents but it is weak. Price is given important
considerations when buying certain green products. The results showed that it ahs a test
values of 0.158 and 0.015. Most of the green products on the market boasts high prices du
to its costing somehow. Consumer’s purchasing decision can be affected by price, as
explained by Balle (2017), in the article “The Effect of Price on Consumer Buying
Behavior”. The difference of the price of a certain product with its competitors is a huge
factor influencing a consumer’s decision. A certain product being cheaper than its
competitors lead to an increase in sales. As for the other way around, a higher price for a
product results negatively. It is important to identify with the other products and services
offered in the market that provide the same as one’s business. Increasing the price could
result in the loss of some customers if the product can be purchased from another brand
that offers it at a cheaper rate. However, if competition is not high for the product or the
service, the high price could be an asset for the business. People associate a product’s price
with quality, believing that the higher the price, the better the quality. Price, being part of
the 4 P’s of marketing, is given great efforts and focus to set reasonably. With the
prevalence of social media, it has been easier to compare products and services, whether
price is worth it and reasonable with what is offered. Price is a significant factor that affect
a consumer’s buying decision, second to quality, as inferred from the study conducted.
Price reflects the product’s quality, a popular psychology affecting people’s buying
decision. A small difference in the price does not have s significant effect on a consumer’s
decision. However, the product with better quality would be the choice of the consumers
because of the people’s thinking that higher price equates to better quality.
47
CHAPTER V
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
This chapter presents the summary of the findings of the study, the conclusions
that are derived from these findings, and the recommendations which the researchers hold
to be essential for future studies.
Summary
The present study entitled “A Study On the Factors that Influence the Green
Purchasing Decision of Senior High School Students” determined both external and
internal factors that influence the decisions of Senior High School students of San Beda
University – Manila in purchasing green or eco-products. The aforementioned factors are
eco-motivation, gender, & knowledge, which are the internal factors, and shelf-space, price,
eco-label/packaging, and green marketing being external factors. The study aims to identify
and understand the most influential factors that strongly impacts a decision a consumer
makes on buying green products in the market. The identification of the influential factors
will contribute to a better understanding of how people decide on purchases and utilize this
newfound knowledge to encourage people to switch to ecofriendly goods.
The three most influential factors found are eco-motivation, green marketing and
price. The three factors have shown significant levels of association with the purchasing of
green/eco-labelled products. On the other end, the rest of the factors showed weak levels
of association. The factor eco-motivation, as found in the study, is greatly influential due
to the fact that it is a triggering motivation for the people to switch to green products
because of the neglect of the people towards the destruction of the environment and the
pressure to contribute to stopping it.
48
Conclusions
Conclusions
There is a need for green products to be recognized and established as a better
alternative to the standard products that has not been realized yet. The market needs to
provide the consumers with products that do not contribute to the continuous and alarming
rate of worsening of the environment. Everyone has a role to play for the environment as a
society. Not only the big companies that should work on the wide availability of green
products, but the consumers, as well, to choose such products over harmful ones. The
purchasing decision of a single consumer, though does not seem much, affects the
environment in greater ways than anticipated.
With the three most influential factors, being eco-motivation, green marketing, and
price, there is still a lack of focus and effort on such. Green products are not easily
distinguishable from standard products, thus resulting in disregard for it. Availability of it
on the market at a reasonable price is also a huge contributor to the purchasing decision of
the consumers. Though harmful to the environment, standard products are cheaper, yet still
does the job, than green products. A reasonable pricing for green products could change
how people advocate for eco-friendly living. There is also still a lack for comprehension of
the gravity of the environmental problem the earth faces. Such ignorance fails to give the
people a sense of environmental responsibility that would incline them to switch to green
products.
49
Recommendations
For the future researchers that will explore the same or closely related topics with the ones
tackled in the current study, it is recommended to go beyond the findings. Identify and dig
deeper into other possible factors that contribute to the procurement of green products by
the people in the market. Explore the connections of the influences on the purchasing
decision of consumers towards green products to get a grasp of the entirety of the consumer
and green products relation.
50
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56
APPENDICES
1. Sample Cover Letter
57
2. Sample Questionnaire
58
59
60
3. Certification of Statistician
61
4. Statistics Data
Q2 * Use of Green Products Crosstabulation
Count
Use of Green Products Total
No/I Don't
Yes
Know
No/I Don't
Q2 201 21 222
Know
Yes 38 9 47
62
63
Fisher's Exact Test 0.131 0.077
N of Valid
Cases 269
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.58.
b. Computed only for a 2x2 table
64
65
Use of
Green
0.132 0.060 .000c
Products
Dependent
a. Not assuming the null hypothesis.
b. Cannot be computed because the asymptotic standard error equals zero.
c. Based on chi-square approximation
66
Asymp. Std.
Value Approx. T Approx. Sig.
Errora
Nominal by
Lambda Symmetric 0.000 0.000 .b .b
Nominal
Q6
0.000 0.000 .b .b
Dependent
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Goodman Q6
and Kruskal Dependent 0.081 0.049 .000c
tau
Use of
Green
0.081 0.049 .000c
Products
Dependent
Fisher's Exact Test 0.245 0.131
N of Valid
269
Cases
67
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
14.39.
b. Computed only for a 2x2 table
68
Q10
Q10 * Use of Green Products Crosstabulation
Count
Use of Green Products Total
No/I Don't
Yes
Know
No/I Don't
Q10 183 15 198
Know
Yes 56 15 71
Total 239 30 269
69
70
71
Use of
Green
0.042 0.013 .001c
Products
Dependent
72
73
Q2
Use of Green Products * Q2 Crosstabulation
Count
Q2 Total
Strongly
Disagree Agree Strongly Agree
Disagree
Use of
Green Yes 20 21 121 53 215
Products
No 5 6 29 12 52
Total 25 27 150 65 267
Directional Measures
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q2
0.000 0.000 .b .b
Dependent
Goodman Use of
and Kruskal Green
0.001 0.003 .981c
tau Products
Dependent
Q2
0.000 0.001 .989c
Dependent
a. Not assuming the null
hypothesis.
Q3
74
Count
Q3 Total
Strongly
Disagree
Use of
Green Yes 12 14 138 51 215
Products
No 4 1 31 16 52
Q4
Count
Q4 Total
Strongly
Disagree
75
Use of
Green Yes 21 56 103 35 215
Products
No 6 15 25 6 52
Total 27 71 128 41 267
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q4
0.000 0.000 .b .b
Dependent
Use of
Goodman
Green
and Kruskal 0.003 0.007 .834c
Products
tau
Dependent
Q4
0.001 0.002 .890c
Dependent
hypothesis.
Q5
Count
76
Q5 Total
Strongly
Disagree
Use of
Green Yes 16 23 97 79 215
Products
No 5 2 26 19 52
Total 21 25 123 98 267
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q5
0.000 0.000 .b .b
Dependent
77
78
79
Q9
Count
80
Q9 Total
Strongly
Disagree
Use of
Green Yes 13 14 79 109 215
Products
No 4 4 21 23 52
Total 17 18 100 132 267
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q9
0.000 0.000 .b .b
Dependent
Use of
Goodman
Green
and Kruskal 0.003 0.007 .858c
Products
tau
Dependent
Q9
0.002 0.004 .748c
Dependent
hypothesis.
Q10
Count
Q10 Total
Strongly
Disagree
Use of
Green Yes 12 30 81 92 215
Products
81
No 4 7 26 15 52
Q11
Count
Q11 Total
Strongly
Disagree
Use of
Green Yes 9 37 102 67 215
Products
No 2 6 30 14 52
Total 11 43 132 81 267
82
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q11
0.000 0.000 .b .b
Dependent
Goodman Use of
and Kruskal Green
0.007 0.010 .577c
tau Products
Dependent
Q11
0.004 0.006 .383c
Dependent
hypothesis.
Q12
Count
Q12 Total
Strongly
Disagree
Use of
Green Yes 13 37 98 67 215
Products
No 6 13 23 10 52
Total 19 50 121 77 267
Asymp. Std.
Errora
83
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q12
0.000 0.000 .b .b
Dependent
Use of
Goodman
Green
and Kruskal 0.020 0.017 .158c
Products
tau
Dependent
Q12
0.005 0.005 .223c
Dependent
hypothesis.
Count
Q13 Total
Strongly
Disagree
Use of
Green Yes 15 21 106 73 215
Products
No 6 11 27 8 52
Total 21 32 133 81 267
Asymp. Std.
Errora
Nominal by
Nominal
Use of
Green
0.000 0.000 .b .b
Products
Dependent
Q13
0.000 0.000 .b .b
Dependent
84
Goodman Use of
and Kruskal Green
0.039 0.024 .015c
tau Products
Dependent
Q13
0.012 0.007 .020c
Dependent
hypothesis.
85
5. Turnitin Results
86
87
88
NOEL N. ANAUD JR.
#20 North Wing, Felix Huertas St., Celadon Residences Ayala,
Brgy 350, Sta. Cruz
, Manila, 1000
09988683972
anaudnoel@yahoo.com
EDUCATIONAL BACKGROUND
• 2017- 2019 Senior High School San Beda University

Accountancy, Business and Management (ABM)
638 Mendiola St, San Miguel, Manila, 1005 Metro
Manila
• 2013-2017 Junior High School SPUQC (St. Paul University Quezon city)
#16 Aurora Blvd, corner Gilmore Ave. New Manila
Quezon City
• 2006-2012 Elementary Oakridge International School of Young Leaders

240 AB Fernandez E Ave, Dagupan, 2400
Pangasinan
AWARDS AND HONORS

• Honorable Mention Second Quarter of AY 2017-2018
• Academic Distinction First Quarter of AY 2018-2019
• Academic Distinction Second Quarter of AY 2018-2019
ORGANIZATIONS AND AFFILIATIONS

• San Beda Lights Camera Action San Beda University – Manila
-Member 2017- 2019
• San Beda Marketing Society San Beda University – Manila
-Secretary 2018-2019
NOEL N. ANAUD JR.
89
90
91
92
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A STUDY ON THE FACTORS THAT INFLUENCE THE GREEN PURCHASING

DECISION OF SENIOR HIGH SCHOOL STUDENTS

A Research Paper Presented to the

Faculty of Integrated Basic Education Department

San Beda University, Mendiola, Manila

In partial fulfillment of the requirements

ANAUD, Noel Jr. N.

MURIEL, Nathalia Andrea M.

SUIZA, Gherzy Rhein B.

TIONGO, Althea Claire C.

VALMONTE, Simon Enrique L.

Specifically, I grant the following rights to the university:

A) To upload a copy of the work in the thesis database of the

college/school/institute/department and in any other databases available on the public

B) To publish the work in the college/school/institute/department journal, both in print and

electronic or digital format and online; and

NOEL N. ANAUD JR.

Senior High School

Accountancy, Business and Management

San Beda University, Manila

February 2019 ANTHONY ERIC T. CABBAB

Date Research Teacher

Senior High School completion.

Senior High School completion.

February 2019 MRS. TERESITA T. BATTAD

reduce environmental degradation.

survey and without them this research wouldn’t be possible.

UNIVERSITY PERMISSION PAGE

TABLE OF CONTENTS................................................................................................. v-x

I. THE PROBLEM AND ITS SETTING

Background of the Study................................................................................................. 1-2

Statement of the Problem................................................................................................... 3-4

Significance of the Study................................................................................................ 5-6

Scope and Delimitation..................................................................................................... 7

II. REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature and Studies ....................................................................................... 10-22

Theoretical Framework................................................................................................... 22-23

Conceptual Framework...................................................................................................... 24-25

Respondents of the Study..................................................................................................... 27

Data Gathering Procedure..................................................................................................29-30

Statistical Treatment of Data............................................................................................32

IV. DATA ANALYSES AND INTERPRETATION

Data Statistics on Part I and II………………………………………………………37-41

Eco Motivation Factor Analysis……………………………………………………….42-43

Gender Factor Analysis…………………………………………………………… 43-44

Eco-Knowledge Factor Analysis…………………………………..……………….44-45

Green marketing factor Analysis………………………………………………………45-46

Shelf-Space factor Analysis………………………………………………………..46

Price Factor Analysis………………………………………………………………47

Appendix 1. Sample Cover Letter................................................................................. 57

Appendix 2. Sample Questionnaire ..............................................................................58-60

Appendix 3. Certification of Statistician....................................................................... 61

Appendix 4. Data Set.................................................................................................... 62-85

Appendix 5. Turnitin Results......................................................................................... 86-88

Anaud, Noel Jr. N. ...................................................................................................... 89

Briagas, Gabriel Luis G. ............................................................................................. 90

Macasinag, Justin Miguel B. ....................................................................................... 91

Muriel, Nathalia Andrea M. ........................................................................................ 92

Suiza, Gherzy Rhein B. ............................................................................................... 93

Tiongco, Althea Claire C. ........................................................................................... 94

Valmonte, Simon Enrique L. ....................................................................................... 95

Table 1. Data Statistics Summary Part I ...............38-39

Table 2. Data Statistics Summary Part II....................................................40