“Green Market’s Potential: Analyzing Purchase Behavior Among Generation X and Generation Z in Manila”/
Latrice Althea C. Albor, Chell Shairenz D. Atulan, Kristin Mae M. Bautista, Caitlin Zeia C. Domingo, Mary Grace P. Gayas, Aizel Mae C. Gustilo and Jan Nicole D. Pili.--
- Technological University Of The Philippines, Manila. 2025
- xii, 114 pages. 29 cm
Bachelor's thesis
College of Liberal Arts.--
Includes bibliographic references and index.
The increasing global concern over environmental sustainability caused a significant shift in consumer behavior, particularly among younger generations, who were more inclined to prioritize eco-friendly products and practices in their purchasing decisions. This study explored the purchasing behaviors of Generation Z and Generation X towards green products in Manila. To attain the objective of the study, a descriptive method was used. Due to the challenges of reaching the study population, the researcher took a random sample. The number of respondents was 364, determined using the Krejcie and Morgan scale, where the researcher used a 95% confidence level and a 5% margin of error. Statistical analysis, including the Independent Sample T-Test revealed a significant difference between Generation X and Generation Z, indicating statistically significant differences in the purchasing behavior of generational cohorts. The rejection of the null hypothesis underscored the distinct factors influencing each generation’s purchasing decisions, particularly in relation to environmental awareness, price sensitivity, product quality, and brand reputation. This research contributed valuable insights into generational differences in consumer behavior and was recommended for application in marketing strategies aimed at promoting eco-friendly products, thereby guiding businesses in effectively addressing the evolving preferences of consumers in Manila. Keywords: Green Products, Generational Cohorts, Purchasing Behavior