Awareness of Green Marketing Practices and Its Relationship to Consumer Behavior in Food Service Industry

The study aimed to measure the awareness of the graduate students on the green marketing practices of the food service industry in Iba, Zambales, and its relationship to consumer behavior. Descriptive and inferential methods were used as the questionnaire checklist was the main tool in data gathering using the 5-point Likert scale. Green marketing practices focused on the 4P?s of the marketing mix - product, price, promotion, and place. Findings revealed that respondents are somewhat aware of the green marketing practices of the food service industry; while consumer behavior of respondents was described as strongly agreeing in terms of product whereas agreeing on price, promotion, and place. Profile variables have no effect on the responses of the respondents. Hence, there is a significant relationship between the respondents' awareness and consumer behavior, which implies that the food service industry?s green marketing must be implemented to provide more information and give more choices to switch over to a green lifestyle. It is essential that strategies and policies in relation to green marketing practices be developed and implemented so as to guide and help the food service industry towards a green change for a more sustainable environment.