Understanding the Filipino Green Consumer: An Exploratory Study
The popularity of the environmental movement during the last few decades has led to a growth in "green marketing" practices in many countries, including the Philippines. Nevertheless, there is still a lack of substantive research into the profile of the Filipino consumer as a marketing target audience for products with eco-friendly claims.
This study is a pioneering effort to understand the impact of green marketing on Filipino consumers and provide a better understanding of their profile as "Green" consumers. An exploratory study was undertaken using a series of focus group discussions in the National Capital Region as well as in Cebu, and the results provide intriguing insights on the perception and behavior of Filipino green consumers.
Gregorio, R. L. (2015). Understanding the Filipino Green Consumer: An Exploratory Study. AGSB Occasional Paper Series (OPS).