Sustainable Marketing Practices Proven to Drive Consumer Purchasing Decisions, Waste Reduction Emerges as the Key Factor

Illustration by AI

FORMOSA NEWS

A recent study conducted by Cristel Shane Pelagio and her colleagues from Gordon College, Philippines, in 2026 reveals how sustainable marketing practices significantly influence consumer purchasing decisions. Published in the International Journal of Business and Applied Economics, this research is crucial amid rising global environmental pressures, where companies are pressured to prove genuine ecological commitments to maintain public trust.

Background and Context

Modern market dynamics are marked by increasing environmental awareness driven by climate change, pollution, and resource depletion. Companies are shifting toward eco-friendly strategies, ranging from green packaging to energy efficiency. However, practice often reveals a gap between consumers' positive environmental attitudes and their actual purchasing behavior, which remains constrained by price and convenience factors. Addressing this challenge, this study examines which marketing initiatives are most effective in converting ecological awareness into actual buying actions.

Methodology

This study utilized a quantitative approach with a descriptive-correlational design. Data collection was conducted through a structured questionnaire involving 200 middle-income respondents aged 18 to 60. The gathered data was subsequently analyzed using descriptive statistics and multiple linear regression analysis with bootstrapping to accurately test the strength of relationships among variables.

Main Findings

Based on in-depth data analysis, the research uncovers several key points:

• Consumers have a moderate level of awareness regarding sustainable marketing practices with a composite mean score of 3.19, where eco-friendly packaging is the most widely recognized aspect.
• Consumers frequently demonstrate sustainable purchasing behavior (composite mean score of 3.11), with product preference ranking highest in influencing shopping decisions.
• Waste reduction proved to be the strongest predictor driving consumer purchasing decisions ($B = 0.324$), followed by eco-friendly packaging ($B = 0.229$) and energy-efficient operations ($B = 0.179$).
• Green advertising showed no statistically significant influence on purchasing decisions, indicating that promotional messages alone are not strong enough without tangible actions in the field.

Implications and Impact

The findings of this study offer strategic contributions across various vital sectors:

• For Business Owners and Marketers: The research suggests prioritizing tangible, observable actions—such as recycling systems, waste reduction, and eco-friendly packaging—rather than relying solely on empty advertising campaigns to build consumer loyalty.
• For Policymakers and Governments: These findings can serve as a foundation for formulating policies, incentives, and certification programs to support environmentally friendly business operations.
• Global Impact: This study directly supports the achievement of the Sustainable Development Goals (SDGs), specifically SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action).

Author Profile

• Research Team: Cristel Shane Pelagio, Jacklane Adamos, Jasmin S. Alob, Charlene Nyla De Perio, Angeline Dela Peña, Liesly Anne Galagaran, Joy Ann Ragasa, and Mark Joseph Pampolinos.
• Affiliation: Gordon College, Philippines.
• Fields of Expertise: Business Management, Sustainable Marketing, and Consumer Behavior.

Research Source

• Article Title: Evaluating the Relationship Between Sustainable Marketing Practices and Consumer Perception
• Journal Name: International Journal of Business and Applied Economics (IJBAE)
• Publication Year: 2026
• DOI: https://doi.org/10.55927/ijbae.v5i4.49