“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.--

Bachelor's thesis

College of Liberal Arts.-- Bachelor Of Science In Business Administration Major In Industrial Management: Technological University Of The Philippines, Manila. 2025

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