Understanding the Filipino Green Consumer: An Exploratory Study

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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.