The green marketing and its impact on consumer buying behavior towards green product in convenience stores in Panabo City

Abstract

The purpose of this study is to promote green marketing and green products to influence consumer buying behavior in convenience stores. The research used a quantitative approach and a standardized survey questionnaire to collect data from 170 respondents the majority of respondents were aged 18 to 35. The results show that the independent variable has an overall mean of 4.49 with a descriptive equivalent of very high, while the dependent variable has an overall mean of 4.51 with a descriptive equivalent of very high, which shows a strong relationship between the variables. Table 1 shows the result for the impact of green marketing on green products, which has an overall mean of 4.54 with a very high descriptive equivalent. Table 2 shows the results for the level of consumer buying behavior towards green products, which has an overall mean of 4.49 with a very high descriptive equivalent. Table 3 is the result of a significant relationship between green marketing and consumer buying behavior for green products at the convenience store in Panabo City. The correlation coefficients of the independent and dependent variables are.315** and the p-value is 0.000. The study's null hypothesis (Ho) was not accepted since it stated below that the decision on Ho is rejected and the p-value is lower than 0.05. This means there is a significant relationship between green marketing and consumer buying behavior for green products.