Date of Publication

4-1-2005

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Luz T. Suplico

Defense Panel Chair

Milette L. Zamora

Defense Panel Member

Ma. Luisa A. Chua
Mary Julie B. Tanada

Abstract/Summary

The study is to determine the relationship of three psychographic variables (Environmental Concern, Perceived Consumer Effectiveness and Altruism) and Ecologically Conscious Consumer Behavior (ECCB). There were one-hundred fifty graduate school students from the College of Business and Economics enrolled on the second trimester of the school year 2004-2005 who completed the survey questionnaire. The respondents were divided into two populations depending on the practice of trash segregation at home (segregating and not segregating). Statistical tools used in the study were Pearson correlation and t-test (test of difference). A focus group discussion (FGD) was conducted among seven graduate school students from CBE and the proponent interviewed the graduate school coordinators to further probe and understand the motivating factors behind ECCB. Findings of this study showed that there were no significant correlations among the three psychographic variables (EC, PCE and Altruism) and ECCB among the segregators. On the other hand, there were two psychographic variables (EC and PCE) that significantly correlated with ECCB among the non-segregators. Comparing the two populations, the segregators and non-segregators four variables under study (EC, PCE, Altruism and ECCB), only two were found to be significantly different from each other, PCE and ECCB. The study can contribute to the knowledge of green consumption in the Philippines. The study provides insights about ECCB and how it should be communicated to be more effective.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG003820

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Consumer behavior; Psychographics; Variables (Mathematics); Graduate students; Consumers--Research

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