Abstract
This study examined the relationship between eco-friendly marketing strategies and consumer purchase intentions among retail store consumers in Tagum City, Davao del Norte. It dealt with three strategies: green packaging, eco-labeling, and green advertising. The study utilized a quantitative descriptive-correlational research approach guided by the Theory of Planned Behavior (Ajzen, 1985), Green Marketing Theory (Peattie, 1995), and Value-Belief-Norm Theory (Stern, 2000), accordingly. Data were collected through a validated survey distributed to 384 purposively selected consumers. Statistical analyses using mean, t-test, and Pearson r determined significant relationships between variables. The findings indicated that eco-friendly marketing strategies proved to have significant and beneficial influence on consumer purchasing intentions. Younger consumers, women, and those with higher educational attainment had more positive views of eco-friendly initiatives, suggesting that demographic factors influence sustainable purchasing behavior. Among the strategies, green packaging and eco-labeling were the most effective in building consumer confidence, while credible green advertising enhanced trust, awareness, and brand loyalty. The study underlines the twofold advantage of eco-friendly marketing: improving business competitiveness and promoting sustainable consumption. It emphasizes the value of transparency, authenticity, and affordability in encouraging environmental responsibility. Such marketing practices help consumers to make informed, value-driven purchases. Overall, this study provides empirical support for implementing behavioral and green marketing ideas in emerging economies. It contributes to psychology and education by providing insights into consumer attitudes, perceptions, and behaviors, which can then be applied to guide programs that foster economic growth as well as environmental sustainability.
