Abstract
This research aims to identify the gaps in implementing and complying with green marketing in Talisay City National High School’s canteens as the basis for a maintainable green marketing business plan. This quantitative research adapted a research instrument with 243 respondents who underwent survey sampling. Data were analyzed using simple percentages, weighted mean, and Pearson r correlation. Results revealed that school canteens could provide nutrient-rich and fortified food products and beverages in varying degrees of nutrition. Results revealed that with an average mean of 3.02, respondents are aware of the green marketing implementation by the school canteen. Green marketing strategy in its varying components are implemented: green design = 3.0; green positioning = 2.93; green pricing= 2.90; green packaging= 2.85; and green disposal= 3.03. In addition, the marketing mix in its varying components is implemented: product= 3.03, place= 3.24, promotion= 2.94, and price= 2.92. The study also revealed that unaccounted factors from green marketing potentially affect product performance. Green design contributes to product performance (0.144, 0.048), while green positioning shows the negotiable impact on product performance (-0.004). Green pricing shows a substantial positive influence on product performance (0.162). Green marketing components substantially influence the marketing mix. Different challenges and barriers to implementing the green marketing program in the school canteen were also identified. This research recommends the green marketing business plan, which monitors the school’s green practices led by the school administrator.
