Consumer Preference on the Use of Eco-Friendly Bag: a Green Marketing

Vol.4, No.1

Abstract

The study aimed to determine the preference of the consumers using an eco-friendly bag, and
with the help of the level of awareness of consumers in green marketing, purposive sampling
was employed in General Luis Novaliches Quezon City. The quantitative research design
through questionnaires figured out that there is a high level of awareness among consumers
using an eco-friendly bag. With a high level of awareness of the environmental problems of the
world, waste, and pollution management, the consumer supports the advocacy of green
marketing, the advocacy of using eco-friendly bags rather than conventional bags that cause
environmental problems. Furthermore, results showed that consumers preferred the price,
durability, and appearance of eco-friendly bags. The level of awareness is the main reason for
consumers to use eco-friendly bags brought on by environmental problems and pollution.

The suggested level of green marketing awareness of consumers utilizing eco-friendly bags is
addressed in light of the study's findings. Consumers who use eco-friendly bags demonstrate
high levels of environmental awareness in three ways: (1) environmental benefits (eco-friendly
bags can be reused and are stronger and more durable than conventional plastic bags,
eliminating the need for single-use plastic bags that have been shown to harm the
environment); (2) public acceptance (the majority of people who use eco-friendly bags
unquestionably accept the use of eco-friendly bags);

The researcher advises consumers to support green marketing advocacy and use eco-
friendly bags when shopping for necessities in order to persuade other customers to do the
same. Using eco-friendly bags will help to reduce global environmental problems such as
sewerage pollution because typical plastic bags take a long time to break down, which results
in pollution. Eco-friendly bags have a high level of consumer acceptance for their appearance.
Because using eco-friendly bags reduces the cost of the bags they use when shopping and
purchasing items, consumers are more likely to do so.