Description

The Journal of Global Business is an annual journal for those who present their research at the Global Business Conference held annually in Manila, Philippines. This conference is organized by the Association of Training Institutions for Foreign Trade in Asia and the Pacific. The journal contains researches of professors in business and other fields.

ISSN: 2350-7179 (Online Journal)

Volume 11, Issue 2 (2022)

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The Influence of Green Marketing on Brand Affinity of Select Coffee Shops:  A moderated Mediation Analysis

Francia Santos, Kristine Taton, Nathalia Jadaone, Dianna Azores, Reynaldo Bautista Jr. & Bienvenido Lorenzo C. Encarnacion / Read Full Paper

Keywords

Green Marketing, Digital Advertising, Greenwashing, Brand Affinity, Coffee Shops  

Abstract

The call for global environmental sustainability and a marketing communications model ignites stiff competition in the coffee shop industry. Hence, the importance of brand affinity that strengthens the connection with customers catches the attention of scholars. This paper presses on new perspectives emphasizing the influence of green marketing mix on coffee shops' brand affinity. It further investigated the mediating impact of digital advertising and moderating effects of greenwashing, respectively. We hypothesized that green marketing from the view of the green marketing mix significantly influences the brand affinity of coffee shops. Moreover, the study's hypotheses included positive and direct relationships between variables such as green marketing mix, digital advertising, and brand affinity.

This study was participated by 221 customers of the top four Brands of Coffee Shops in Metro Manila, Philippines. Predictive causal and quantitative research designs were employed to gauge the relationship between green marketing and brand affinity.              The moderating and mediating constructs' direct and indirect effects were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM).

The results of this study bring to light the relationship between green marketing and brand affinity of coffee shops, analyzing digital advertising as a mediating variable and greenwashing as a moderating factor.

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Exploring the Relationship between Social Class and Awareness of Green Marketing Practices of a Philippine Manufacturer toward Consumers' Purchase Intention

Miguel Paolo Paredes, Paula Nicola de Asis, Kristine Lye Salute, Warren Erving Go & Rayan Dui / Read Full Paper

Keywords

green marketing, intention to purchase, sustainability, consumer behavior, green consumption

Abstract

This study examined the relationship between social class and consumer purchase intention for products that have green marketing strategies. The significant contributions and main objectives of this study are as follows — understand how awareness of green marketing as practiced by manufacturer’s leads toward purchase intention and fill a research gap regarding green purchase decisions by applying the Theory of Planned Behavior (TPB) model and adding socio-economic class as a moderating construct. Quantitative techniques were adopted to collect data from the target groups, where a sample of Metro Manila consumers (n = 90) was used to consider the measurement and structural models by applying a partial least squares-structural equation modeling (PLS-SEM) method. The results show that awareness does not significantly influence consumers' attitudes, and consumers from high socio-economic classes have purchase intentions driven by subjective norms. The recommendation of a qualitative direction for future research has been made to understand better consumers' comprehension and interpretations of sustainability and green marketing concepts in the context of consumer goods. The finding gives managerial insights, especially to Fast Moving Consumer Goods for promoting sustainable green marketing strategies.

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Effects of Diversity and Inclusion on the Domestic Shipping Company to Seafarers' Willingness to Apply for a Job Vacancy through Brand, Opportunity, and Purpose

Warren Erving Go & Randy Joy Juanola / Read Full Paper

Keywords

Brand, Opportunity, Purpose, Diversity & Inclusion

Abstract

The commercial ships of a nation known as the merchant marine industry have made several improvements in ship design, seafarers' competency, and technology. However, despite Diversity and Inclusion, the industry is still known to be predominantly masculine. The study aims to answer how a shipping company's Diversity and Inclusion (D&I), represented by Brand, Purpose, and Opportunity, can affect a seafarer's willingness to apply for a job vacancy. Herzberg's two-factor theory and a framework for attracting and retaining talent by Ready et al. (2008) were used to create an operational framework for the study. The researchers used quantitative techniques to describe the strength of the relationships between the variables. Data analysis is carried out using SmartPLS software to assess the strength of each factor affecting the D&I brand and D&I purpose and opportunity as the independent variables and willingness to apply as the dependent variable. In order to ensure the strength of each factor is reliable and consistent, the model is evaluated by descriptive statistics, formulation of the R-Square, PLS path coefficient, T-values, and significance values. Both independent variables indicated a substantial relationship with the dependent variable. The study findings gave managerial insights to shipping companies, aspiring seafarers, and maritime regulatory bodies.

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PM SENT: SOCIAL MEDIA MARKETING FROM THE PERSPECTIVE OF LOCAL START-UPS

Freda Paulino, John Patrick Molina, Lance Gabrielle Mascardo, Mikee Ganotan, Federico Iii Gatchalian, Samantha Godoy, Andrea Reese Jovellanos, Althea Lallana, Tricia Marie Marcos, Abegail Gagarin Naungayan & April Anne Nemenzo / Read Full Paper

Keywords

marketing strategies, customer-oriented practices, product promotion strategies, name-building strategies, strategic marketing

Abstract

The use of social media in marketing has been indispensable in the business world. This descriptive qualitative study was done to explore local start-ups' social media marketing strategies and to design a tool that can improve the marketing strategies of local start-ups using social media. Four local start-ups participated in the study through online interviews. The findings indicate that local start-ups engage in these social media marketing strategies: customer-oriented practices, product promotion strategies, name-building strategies, and strategic marketing practices using thematic analysis. On the other hand, they also experience social media marketing challenges such as negative criticisms, content sustainability, and unpredictable algorithms. To address the marketing challenges and to help improve the social media marketing strategies of local start-ups, a sample social media calendar was designed as an output of the study. Local start-ups need to enhance their social media marketing strategies to level up with other business competitors.

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COVID-19 Pandemic and Rice Farming Value Chain: Global Impact and Recommendations

Esiel Mae Domingo / Read Full Paper

Keywords

 rice farming; value chain; literature review; systematic; pandemic

Abstract

This study reviews existing literature to examine the effects of the COVID-19 pandemic on the rice value chain segments, namely input provision, paddy production, paddy aggregation, rice processing, and marketing/distribution, and to identify the recommendations to lessen the impact of COVID-19 on the rice value chain. According to existing studies, the short-term to medium-term impacts of the COVID-19 pandemic on the rice value chain include interruptions in accessing farm inputs, limited labor supply in land preparation, poor crop management, late rice planting, declined paddy availability,  higher cost of paddy procurement, increased costs for rice milling, packaging and shipping, the higher price of rice, delays in the rice distribution process due to mobility restrictions and lockdowns and increased use of e-commerce in buying and selling produce. Previous studies recommended solutions or strategies to lessen the impact of the COVID-19 pandemic on the rice value chain. Results of past studies emphasized the importance of agricultural research toward rice productivity and profitability to ensure ideal crop management and to achieve just-in-time rice planting and harvesting. Also, the availability of farm inputs should be maintained and monitored. Thus, major logistical bottlenecks should be minimized to avoid supply chain distractions. Most researchers recommended investing in new digital technologies to improve efficiency in rice production, decrease farm inputs and water usage, promote digital services in buying and selling paddy and milled rice, and public-private sector partnership through research and development. This study will be helpful to rice breeders, scientists, researchers, policymakers, and decision-makers in leading the development of proposals for new rice varieties, food security, nutrition, and improving land soil health and seed certifications. Future studies may explore the disruptions in the rice value chain that will have long-term impacts on Sustainable Development Goals.

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Determinants of Continuance Usage Intention and Customer Service:  Evidence from Food Delivery Application Users in the Philippines

Miguel Lorenzo R. Delos Santos & Dr. Liberty S. Patiu / Read Full Paper

Keywords

Continuance Usage Intention, Customer satisfaction, Food Delivery Applications, Performance Expectancy

Abstract

The COVID-19 pandemic has drastically affected people's economic and social activities due to the extended quarantine, which resulted in limited mobility within and across communities and borders. Businesses must reinvent their activities using online ordering systems and other means to generate business, continue, and survive. Given this information, the research aims to investigate the level of influences of information quality, performance expectancy, effort expectancy, social influence, hedonic motivation, facilitating conditions, price value, and habit toward the continuance intention and satisfaction of customers in using food delivery applications during the COVID-19 pandemic, using a regression model. It also tested the mediating effects of effort and performance expectancies on the relationship between information quality and continuance intention. The data was collected from 172 users of mobile food applications using an online survey instrument. This study used multiple and simple linear regression estimations and mediation analysis to analyze the data. The results reveal that performance expectancy, social influence, price value, and habit significantly and positively influence users' continuance usage intention of FDA.

On the other hand, performance, effort expectancies, and price value are significant predictors of customer satisfaction. The partial mediation effects of effort expectancy and performance expectancy on the relationship between information quality and continuance intention were evident. It can be deduced that when customers or users are satisfied with the mobile food platform service, they intend to reuse it. This information obtained during the COVID-19 pandemic may serve as a reference to researchers and marketing analysts who want to conduct future studies in this area.

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The Cybercrime, Anti-Money Laundering, and Data Protection Issues Surrounding Unverified E-Wallet Accounts

Atty. Jan Raphael Salud & Hannah Louise Lee / Read Full Paper

Keywords

Electronic Money, Anti-Money Laundering, Data Privacy, Consumer Rights

Abstract

The shift from a policy-based approach to a risk-based approach to anti-money laundering regulations in the Philippines enabled Electronic Money Issuers (EMIs) to adopt a Reduced Due Diligence Procedure for accounts used purely for digital or electronic payments. The resulting tiered system of identification and validation of users dispenses with the identification and verification process for specific accounts, which, unfortunately, contributed to the proliferation of cybercrime. In this paper, the EMI's tiered system and creation of unverified e-wallet accounts will be examined in the context of the Anti-Money Laundering Act of 2001, among other related laws on e-money transactions. This paper suggests that e-wallet users have general but not individual consumer rights due to the lack of concrete regulations on the nuances of financial technology; in fact, redress for infringement of rights is limited to contractual relationships of users with EMIs. Lastly, this paper discusses the possible breach of the Data Privacy Act of 2012, should the aggrieved consumer maintain suit involving a crime facilitated through an EMI platform. As Financial Technology continues to revolutionize financial services, addressing the conceivable perils identified herein will eliminate legal impediments but will also incite further advancements accessible, especially by the unbanked and underbanked.

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Training and Psychological Empowerment: The Case of Bantu Philippines’ Youth Leaders

Michelle Brendy Ocampo Tan / Read Full Paper

Keywords

Training and Development, Psychological Empowerment, Youth NEET.

Abstract

Bantu Leadership Academy, a project of Bantu Philippines still in its pilot year, provides job skills training and employment opportunities for at-risk youths from low-income families ages 16-24. The leadership academy aims to help youth leaders find employment. However, some of the youth leaders encountered issues at work. Partner employers cited problems in attitude and behavior, which resulted in non-regularization after the 6-month probationary period. This study will look into the psychological empowerment of the youth leaders of Bantu Philippines gained through training and development. An online survey is deployed to the 18 youth leaders of the leadership academy. Results show that the training activities of BLAC do not affect the overall psychological empowerment of the youth leaders. However, it can be noted that training affects the sub-variable, "meaning," or how the youth leaders value their work.

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Towards a Cashless Society: Use of Mobile Payment among Millennials in Makati City, Philippines

Niña Pauleen Bonono, Kenneth John Alipante & Jaygo Balles / Read Full Paper

Keywords

performance expectancy, effort expectancy, social influence, facilitating conditions, mobile payment

Abstract

Cashless transactions using mobile payment methods are becoming more popular in several countries, including the Philippines, due to increased broadband internet penetration, access to more products and services, and convenience.

This study is focused on determining the intention of millennials in Makati City, Philippines, to continue using mobile payments. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the relationship of performance expectancy, effort expectancy, social influence, and facilitating conditions on the actual usage of mobile payment systems and how the actual usage affects the intention to continue the usage of mobile payments were analyzed.

A total of 386 millennials from Makati City, Philippines, have responded to the survey through an online Google form for data collection. Using PLS-SEM, the results showed that performance expectancy, social influence, and facilitating conditions significantly influence the actual usage of mobile payment systems, while effort expectancy showed no significant relationship with the actual usage. Furthermore, the actual usage has a significant association with millennials' intention to continue using mobile payment systems.

The study can be used in financial and marketing strategies to understand and attract more mobile payment consumers. This is also relevant to the decision-making and policy formulating of the government in strengthening the mobile channels in both private and government institutions in the Philippines.

Future researchers can add additional depth to the study by broadening the scope to nationwide respondents. Additionally, it will be interesting to see how millennials use technology differently in rural and urban areas. Centennials, Baby Boomers, Gen Z and Gen X can also be examined in the same way Millennials were investigated.

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Gap Analysis of Preferred Training Methods between Organizations and Employees in Select Energy and Manufacturing Companies

Jonie A. Jumamil Jr. & Adrian Galido / Read Full Paper

Keywords

ERP systems, end-user training, ERP training method preference

Abstract

Organizations are significantly investing in enterprise resource planning systems due to their good benefits on the efficiency and effectiveness of the internal process. However, studies revealed that ERP system projects still fail. One of the significant contributors to this is in training end users of the system as companies apply various approaches in training employees towards acceptance of ERP systems. This aims to identify the training method preferences of ERP system end users and how organizations are suggested to implement training methods based on end-user preferences. A research instrument was distributed to 3 HR Managers in manufacturing and 3 in energy companies to validate and evaluate the training methods and their implementation of ERP systems. Another research instrument was distributed to 61 ERP end from 11 companies in the energy and manufacturing industries. Using the averaging method, the preferred training method of end users was acquired through the Likert scale set of the questionnaire. This revealed their preferred training method in terms of its helpfulness in their intention to use the system. The results show that lectures, programmed instruction, and simulation are implemented by all organizations for ERP system training, while the training method that the end user respondents strongly prefer is team training.

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The Relationship of Authentic Brand Activism and Woke Washing to Filipino Consumer’s Attitude and Purchase Engagement in Metro Manila as Mediated by Consumer-Based Brand

Alexandra Nicole Vega, Edna De Castro & Eduard Bucio / Read Full Paper

Keywords

Authentic Brand Activism, Woke Washing, Purchase Engagement, Consumer’s Attitude

Abstract

This study aimed to investigate the link between Woke Washing and Filipino consumer behavior in the context of companies speaking about socio-political problems. The chosen model and the research Arronsson and Kato's conceptual framework on brand activism woke washing, consumers attitude, purchase engagement and consumer-based brand equity and Theory of Planned Behavior (TPB) by Ajzen. The researcher focused on the research target demographic of Metro Manila consumers aged 18 to 46 in this study. Most of the respondents are from Generation Y. A total of 200 people were requested to participate in the poll. This paper delves into how modern times demand modern marketing methods. The current study demonstrates that the constructs of brand activism and woke washing impact the deliberative process of Filipino consumers' attitudes and purchasing behavior. The study also sets the path for research into woke washing and brand activism. Bernstein Crisis Management, Inc. defined woke-Washing as "the latest trend of corporate sins." According to The Guardian, it is how brands are cashing in on the culture wars. Capitalism is here to stay and will evolve. Companies are increasingly engaging in social change projects and utilizing their clout to be "woke" as individuals become more conscious and engaged in socio-cultural concerns. Should we start questioning whether this is a movement or a trend?