THE GREEN MARKETING PRACTICES AND CHALLENGES ON MAINSTREAM RESTAURANT IN CATANDUANES, PHILIPPINES

The study is under descriptive type of research. It also used the triangulation method of data gathering using survey instrument, interview, and focus group discussion. Thematic analysis was also used for qualitative analysis. This study investigated a target population of 11 managers, and 33 samples taken from staff and 33 samples taken from customers of registered restaurants in Catanduanes. Results showed that the characteristics of eleven restaurants in Catanduanes revealed that all belong to above PhP1,000,000.00 capitalization with above 10 employees. Among the indicators from communication, waste management, and product innovations the following got the highest ratings: Building positive images by informing staff and customers on how the restaurant value the waste reduction programs implemented by the government (such as reuse, recycling, waste disposal, and composting); notifying customers by placing label on waste containers, posting signs at prominent locations of the restaurant, and educating staff and customers about proper waste management alternatives; the manager or owner and the cook or chef brainstormed to implement new ideas on green food products that are appealing to the taste of Catandunganons, easy to cook with and have available local sources of raw materials that are fresh, healthy, and free of chemicals, and natural or organics. The most common problem of restaurant industry is lack of the common quality standard of what actually constitutes green.