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003			OSt
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008			250327b |||||||| |||| 00| 0 eng d
040			_aTUPM _bEnglish _cTUPM _dTUPM _erda
050			_aBTH HD 28 _bA43 2025
100			_aAlbor, Latrice Althea C. _eauthor
245			_a“Green Market’s Potential: Analyzing Purchase Behavior Among Generation X and Generation Z in Manila”/ _cLatrice 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.--
260			_aTechnological University Of The Philippines, Manila. _c2025
300			_axii, 114 pages. _c29 cm
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBachelor's thesis
502			_aCollege of Liberal Arts.-- _bBachelor Of Science In Business Administration Major In Industrial Management: _cTechnological University Of The Philippines, Manila. _d2025
504			_aIncludes bibliographic references and index.
520			_aThe 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
650			_aIndustrial Management
650			_aPurchasing Behavior
700			_aAtulan, Chell Shairenz D. _eauthor
700			_aBautista, Kristin Mae M. _eauthor
700			_aDomingo, Caitlin Zeia C. _eauthor
700			_aGayas, Mary Grace P. _eauthor
700			_aGustilo, Aizel Mae C. _eauthor
700			_aPili, Jan Nicole D. _eauthor
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999			_c29595 _d29595