Consumer Buying Behavior towards the Adoption of Eco- Friendly Products: An Analysis from Generation Z Consumers of Goods in Poblacion Valencia City, Bukidnon

This study examined the influence of consumer buying behavior on the adoption of eco-friendly products among Generation Z consumers in Poblacion, Valencia City, Bukidnon. It investigated four dimensions — behavioral intention, attitude, subjective norms, and perceived behavioral control — and their impact on eco-friendly product adoption. Using a quantitative, descriptive, and correlational research design, the study analyzed data from 370 Generation Z respondents, guided by Ajzen's (1991) Theory of Planned Behavior, which linked cognitive and social determinants to actual eco-friendly product adoption. Validated survey instruments ensured reliability and precision, yielding an overall Cronbach's alpha of 0.895. Key findings revealed that consumer buying behavior significantly influenced eco-friendly product adoption, with behavioral intention emerging as the most critical driver, highlighting the role of environmental awareness and future-oriented purchasing dispositions in promoting sustainable consumption. The study aimed to help marketers, governments, and educators develop strategies to address the low adoption of eco-friendly products in developing countries and support further research on green consumption patterns in the Philippines.

Consumer buying behavior; Eco-friendly products; Generation Z; Theory of Planned Behavior; Behavioral intention; Attitude; Subjective norms; Perceived behavioral control; Sustainable consumption; Philippines

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