Influence of green marketing practices and brand image towards customer purchase intention of selected department of tourism accredited casual dining restaurants/ Marie Daniel M. Cerena, John Bryx F. Jose, Prince Morton B. Liwanag, Shadrick Josh Nagar, and Yumira Iris M. Tambio .--

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Cerena, Marie Daniel M [author ]

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TextPublication details: Manila: Technological University of the Philippines, 2024.Description: xi, 170pages: 29cmContent type:

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BTH TX 911.3 C47 2024

Dissertation note: College of Liberal Arts .-- Bachelor of Science in Hotel and Restaurant Management: Technological University of the Philippines, 2024. Summary: The growing impact of human activities on businesses, particularly in the food and beverage industry, has led to a rise in environmental concerns. As consumers become more aware of these issues, they are choosing environmentally friendly products and services. To remain competitive, casual dining restaurants must meet consumer demands and strengthen their brand image through green marketing. This study revealed the influence of green marketing practices and brand image towards customer purchase intention on selected Department of Tourism Accredited Casual Dining Restaurants in Metro Manila. Five dimensions of green marketing were determined namely green product, green price, green promotion, green process, and green place. This study employed a quantitative- descriptive study and random sampling with 385 respondents and 35 survey questions yielded a Cronbach's Alpha coefficient of 0.956. Pearson R correlation and Structural Equational Modeling were used to test the influence of green marketing practices, brand image, and customer purchase intention in which all fit indices are high indicating as "acceptable model." The findings revealed below 0.7 level of significance indicating a positive correlation between green marketing practices and brand image towards customer purchase intention thus, rejected the null hypothesis. Therefore, a green marketing development plan was proposed to guide restaurants in developing green marketing strategies and maintaining brand image. Keywords: Green Marketing Practices, Green Product, Green Price, Green Process, Green Promotion, Green Place, Brand Image, Casual Dining, Customer Purchase Intention

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Bachelor's Thesis CLA	TUP Manila Library	Thesis Section-2nd floor	BTH TX 911.3 C47 2024 (Browse shelf(Opens below))	c.1.	Not for loan		BTH0005782

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Bachelor's thesis

College of Liberal Arts .-- Bachelor of Science in Hotel and Restaurant Management: Technological University of the Philippines, 2024.

Includes bibliographic references and index.

The growing impact of human activities on businesses, particularly in the food and
beverage industry, has led to a rise in environmental concerns. As consumers become more
aware of these issues, they are choosing environmentally friendly products and services.
To remain competitive, casual dining restaurants must meet consumer demands and
strengthen their brand image through green marketing. This study revealed the influence
of green marketing practices and brand image towards customer purchase intention on
selected Department of Tourism Accredited Casual Dining Restaurants in Metro Manila.
Five dimensions of green marketing were determined namely green product, green price,

green promotion, green process, and green place. This study employed a quantitative-
descriptive study and random sampling with 385 respondents and 35 survey questions

yielded a Cronbach's Alpha coefficient of 0.956. Pearson R correlation and Structural
Equational Modeling were used to test the influence of green marketing practices, brand
image, and customer purchase intention in which all fit indices are high indicating as
"acceptable model." The findings revealed below 0.7 level of significance indicating a
positive correlation between green marketing practices and brand image towards customer
purchase intention thus, rejected the null hypothesis. Therefore, a green marketing
development plan was proposed to guide restaurants in developing green marketing
strategies and maintaining brand image.

Keywords: Green Marketing Practices, Green Product, Green Price, Green Process,
Green Promotion, Green Place, Brand Image, Casual Dining, Customer Purchase
Intention

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