Date of Publication

11-24-2023

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Rayan Dui

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Francia Santos
Miguel Carlo Saavedra

Abstract/Summary

This research aims to explore the factors that influence the purchase intention of Generation Z consumers toward locally manufactured green personal care products. Focusing on the anteceding role of ethical obligation, green word-of-mouth, and perceived convenience on the determinants of purchase intention, this research employs the Theory of Planned Behavior (TPB), which provides a comprehensive framework for understanding how behavioral, normative, and control beliefs of the respondents influence purchase intention for green products.

The researcher collected data from n=458 Generation Z consumers who are residing, working, or studying in Metro Manila. The participants of this study are between the ages of 18 and 28 throughout 2023. A mixed-method approach was employed and the data collected from a web-based survey were subjected to a statistical analysis using PLS-SEM.

The analysis confirms key associations: Ethical Obligation affects Attitude, Green Electronic Word-of-Mouth influences Subjective Norms, and Perceived Convenience correlates with Perceived Behavioral Control. While Attitude and Subjective Norms display weaker links to Purchase Intention, Perceived Behavioral Control emerges as the strongest predictor.

The current study proposes a heightened information campaign through strategic brand partnerships, influencer collaborations, and initiatives for user-generated content. Feedback integration, social listening, optimizing digital platforms, and improving evaluation, transaction, and post-purchase convenience are also recommended. For future studies, the researcher recommends exploring additional generational cohorts, expanding the geographical scope, conducting cross-cultural analyses, and investigating specific subcategories within the green personal care industry.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Green marketing—Philippines; Consumer behavior—Philippines

Upload Full Text

wf_yes

Embargo Period

11-24-2026

Download

Available for download on Tuesday, November 24, 2026

Share

COinS