Thesis Bachelor of Science in Business Administration Major in Marketing Management URS Binangonan 2025

This study explored the green marketing practices of coffee shops in Binangonan, Rizal. Green marketing was a part of a larger trend towards socially and environmentally conscious business practices, involving the promotion of products that were seen as environmentally sustainable. This study determined how the coffee shop businesses in Binangonan, Rizal implemented green marketing practices in terms of the 4 Ps of the green marketing mix: product, price, place, and promotion. The researchers used the descriptive method of investigation to determine the interpretation of the results of the study. Utilizing this method enhanced the understanding of the main topic by systematically identifying and analyzing the variables that influenced green marketing practices in coffee shops. The questionnaire checklist was the major instrument used in gathering the data. To determine the perception of the respondents on the green marketing practices in terms of green product, green price, green place, and green promotion, frequency and percentage, computed weighted mean was used. To establish the significant difference in the respondents' perception of the Green Marketing Practices of Coffee Shops in Binangonan, Rizal, One-way ANOVA was applied. There was a total of 120 respondents, subdivided into three groups: owners/managers, staff, and customers from the 24 participating coffee shop businesses in the 12 barangays of Binangonan, Rizal. Based on the data gathered, the following was revealed: the majority of the coffee shops were established as sole proprietorships. Most coffee shops operate 8 hours a day. In terms of capital, the majority of the coffee shops started with 250,001 - 500,000 pesos. Regarding years of existence, the majority of coffee shops in the area were relatively young, with 1-2 years of operation. In terms of the number of employees, most coffee shops in the area operated with a smaller business size of employees. In terms of average monthly income, the majority of the coffee shops earned 60,001 pesos and above. The largest segment of coffee shops in the area had been practicing green marketing for 1-2 years. The assessment of the Green Marketing Practices of Coffee Shops in Binangonan, Rizal, as perceived by three groups of respondents- owners/managers, staff, and customers-identified Green Place as the most applied factor, followed by Green Product, Green Price, and lastly, Green Promotion. In terms of specific practices, perceptions varied across respondent groups. Owners/managers believed that for Green Products, featuring organic ingredients was key, while for Green Price, implementing price options that favored the purchase of eco-friendly products was emphasized. For Green Place, all groups agreed on the use of online distribution channels. While for Green Promotion, owners/managers and customers perceived the utilization of visuals to highlight green products as the primary tactic, staff believed the use of rewards to motivate support for environmental campaigns was more prevalent. Regarding specific green product attributes, staff highlighted the use of environmentally friendly materials, while owners/managers and customers focused on organic ingredients. For Green Price, staff perceived the highlighting of eco-friendly aspects to justify premium pricing, while customers believed higher pricing strategies were implemented to account for the investment in green practices. Findings indicated a significant difference in perceptions between these two groups. However, no significant difference was found in perceptions across sub- groups within the staff profile. Further analysis revealed that when respondents were grouped by business profile, specifically the number of employees, a significant difference in perception emerged only regarding Green Price. Based on the presentation, analysis and interpretation made. In terms of the challenges and problems encountered by the respondents, the majority of the respondents encountered concerns about expenses for implementing green marketing practices in their coffee shops. Based on the findings and conclusions, the following recommendations are hereby presented. Local authorities and economic development offices should develop resources and training specifically for small, recently established sole proprietorships to move beyond "Green Place" and effectively implement "Green Product," "Green Price," and "Green Promotion" strategies. Coffee Shops should emphasize holistic green marketing education, provide workshops and guides that demonstrate how to integrate all four "Ps" of green marketing cohesively, moving beyond a primary focus on the physical environment. Owners and managers should have strategies for consistent green practice perception across staff. Implement internal training and communication strategies to ensure a consistent understanding and articulation of the value of green pricing among all employees. Coffee Shops should clearly and actively communicate their green initiatives to customers through transparent labeling, marketing campaigns, and in-store information to align customer understanding with owners' efforts. Coffee Shops should develop solutions and incentives to overcome implementation challenges. Explore and promote solutions to address the financial and operational hurdles of green marketing. Advocate for local incentives or grants that support these efforts.