Customers’ Assessment of the Back-to-Basics Ecostore’s Green Marketing Programs

Green marketing has emerged as a significant business strategy that promotes environmentally responsible products and sustainable consumption, particularly in the retail sector, where customer awareness of environmental issues continues to increase. Despite the growing adoption of sustainability-driven practices in the Philippines, limited studies have examined how customers assess structured green marketing programs implemented by local retail businesses such as Back to Basics Ecostore. This study aimed to assess customers’ awareness, purchase intention, and buying behavior toward the green marketing programs of Back to Basics Ecostore. It also examines the influence of factors such as price sensitivity, skepticism, and brand trust on customers’ green purchasing decisions. A survey questionnaire was administered to 384 customers of Back to Basics Ecostore in Quezon City through simple random sampling. Statistical tools were utilized to analyze the collected data. The finding revealed that respondents were mostly young, female, low-income customers who occasionally purchased from Back to Basics Ecostore. Customers generally demonstrated positive awareness of Back to Basics Ecostore’s sustainability practices, while green trust, societal influence, and perceived accessibility significantly influenced purchase intention. Respondents also exhibited environmentally responsible buying behaviors. However, factors such as price sensitivity, convenience, and familiarity with traditional brands continued to affect purchasing decisions. The study concluded that credible, accessible, and well-communicated green marketing practices encourage sustainable consumer behavior and strengthen customer engagement in the Philippine retail sector.

Green Marketing Practices, Consumer Behavior, Sustainability, Purchase Intention, Environmental Awareness

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