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#GreenMarketing: A Study on the Responses of Gen Y (Millennial) Consumers to the Two Types of Green Marketing Messaging

Genelyn Paguibitan / Read Full Journal

Keywords:

Green Marketing, Millennial Consumers, Types of Messaging, Social Cause, Sustainability

Abstract

This study has examined the responses of Gen Y consumers towards green marketing and the factors that drive them to support or refuse these campaigns. In this study, the Social Judgment Theory and Theory of Planned Behavior were integrated to generate a research framework that can further analyze the underlying decision mechanism and consumer behavior outcomes of Gen Y consumers towards green marketing campaigns. Further, these campaigns have been categorized into two types of messaging to expand the framework which has been identified as (1) Partake-in-our-cause (PIOC) messaging, which encourages participation from its target market, and (2) Promotional Social Cause (PSC) messaging, which communicates the activities of a certain company or business to support a social cause which, in this case, is directed towards environmental efforts. Upon conducting surveys and testing on exposure towards sample PIOC and PSC advertisements, variables for both path models of the two types of messages have yielded p-values of 0.000 to 0.001 with the subjective norm being the only variable garnering a p-value of 0.001 which strengthens the study’s findings.

The results have shown that Gen Y consumers measure messages based on their own personal stand and experiences which undergo a weighing process before they yield an actual response. Further, Gen Y consumers are more likely to yield a positive response towards PIOC messaging as it creates an opportunity for them to actually contribute to the social cause, give back to the community and make a change in their consumption habits. The results on PSC messaging, on the other hand, have reflected that Gen Y consumers are critical to the advertisements that they receive and are very particular with how companies make necessary efforts to contribute to the social cause. The results have also reflected that self-image and expectations from other people are the least of Gen Y consumers’ concerns when it comes to green consumption, but rather, their decisions towards green consumption are driven by personal experiences, principles and the will to contribute to the betterment of the society and future generations. These findings have also strengthened observations on Gen Y consumers which address them as the most educated and socially conscious cohort as compared to other consumers. As Gen Y consumers establish themselves in the workforce and strengthen their economic influence and purchasing power, this study has also provided insights on important factors that are vital for marketers, businesses and companies to take into consideration particularly on how Gen Y consumers perceive these campaigns and how their consumer and purchasing behavior towards green marketing campaigns may be better understood.

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An Analysis of Organizational Commitment in Nonprofit Organizations using Partial Least Squares Structural Equation Modeling

Maria Adiel Aguiling / Read Full Journal

Keywords:

nonprofit brand, organizational commitment, job satisfaction, attitude towards nonprofit, altruism, PLS-SEM

Abstract

Social service nonprofit organizations (NPOs) are sustained when employees are committed. The purpose of this research is to analyze the relationship of the exogenous latent variables or identified predictors of employees’ commitment to the organization, with the endogenous latent variable of organizational commitment; and the relationship between the exogenous and endogenous latent variables with its indicators, using Partial Least Squares Structural Equation Modeling (PLS-SEM). Using this data analysis method, the model fit is acceptable. Discriminant and convergent validity as well as internal consistency reliability are confirmed. Two hundred three employees in social service nonprofits in the Philippines, participated in the study. The results show that there is an extremely strong evidence that job satisfaction is a predictor of organizational commitment. Likewise, there is an extremely strong evidence that attitudes toward NPOs is a predictor of organizational commitment. There is an extremely strong evidence that tenure affects the strength of relations between attitudes toward NPOs and organizational commitment. Altruistic behavior, however, does not manifest any evidence of a relationship with organizational commitment. Moreover, there is no evidence that tenure moderates the relationship between altruism and organizational commitment. Similarly, there is no evidence that tenure affects the direction of the relations between job satisfaction and organizational commitment. Nonprofits benefit from a leader who is technically competent and who can propel employees’ satisfaction with their job. The research gives insight on nonprofits as a brand, and the need for nonprofits to deliver their promise and maintain a good image of the sector. It recommends further study on how the national accrediting body of NPOs can improve the sustainability and integrity of nonprofits. Research on job satisfaction, attitudes toward nonprofits, and organizational commitment in NPOs with a social mission are valuable in order to stir the interest and collaboration of local and foreign companies, inclusive of global business.

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Examining the Moderating Effect of Financial Literacy on Graduating Student’s Intention to Save: An application of Theory of Planned Behavior

Joviel Teves / Read Full Journal

Keywords:

financial literacy, saving attitude, saving behavior, PLS-SEM, theory of planned behavior

Abstract

This study attempts to examine the saving behavior of graduating university students using the theory of planned behavior. Specifically, the study aimed to examine if attitude, subjective norms and perceived behavioral control affects saving intention and saving behavior. Furthermore, financial literacy is incorporated into the model as a moderator of the attitude, subjective norms, and perceived behavioral control towards saving behavior. Data were collected from graduating students of the Visayas State University in the province of Leyte and were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings suggested that all predictors of saving intention are significant (with p-values ≤ 0.05). Saving behavior was in turn predicted by saving intention. There however is no moderating effect of financial literacy on intention to save. The study suggests that the financial literacy construct be broadened for a better measure of financial literacy or it can be streamlined to focus on topics relating to savings and investment instead of covering a broad range of financial knowledge used in this study. Further, the self-reported saving behavior can also be measured by actual amount of savings.

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The Fast and the Glorious: Identifying the Influencing Factors in Filipino Consumer’s Patronage of Grab in the Sharing Economy

Chris Evert Resurreccion and Pauline Besmonte / Read Full Journal

Keywords:

Sharing economy, Transportation, Grab, Transport Network Company, Ride-sharing

Abstract

We live in a digital space where “sharing” can now be done for underutilized assets. Services, cars, and units/spaces are only just a few of the things that can be shared online from peer to peer because of what we call now the “sharing economy.”

One of the many reasons why sharing economy platforms exist is because they attempt to address or solve present or prevailing challenges. For the Philippines, transportation is one prevalent challenge that is still unsolved. According to a survey that was conducted by the Boston Consulting Group (BCG), Metro Manila has the 3rd worst traffic in South East Asia.

This study aims to identify which influences Filipino consumers in their patronage of the ride-hailing app called Grab. The researchers used the combined Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) by Taylor and Todd. A survey was conducted using convenience sampling to 349 Filipino respondents in Metro Manila. The results showed that Trust in TNC (Transport Network Company) has an effect on the attitude construct of TPB such as attitude towards behavior, ease of use, perceived usefulness and subjective norm (with p values < 0.05). Moreover, the result also showed that latent variables such as attitude towards behavior and behavioral intention have the greatest significant relationship when it comes to the consumers’ actual behavior.

The study then suggests a useful framework for marketers in developing marketing campaigns, content, and even developing new products and services on a global business perspective. Furthermore, this will also guide policy-makers in solving transportation challenges through ride-sharing and will be helpful to Transport Network Companies in improving their services and in strengthening the patronage of their consumers.

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Paternity Leave: Improving Global Trade and Competitiveness among Philippine Workers

Jose Gabriel Fornier / Read Full Journal

Keywords:

Self-Determination Theory, Paternity Leave, Global Trade, Industrial Relations, Work Benefits

Abstract

This study examines the current state of paternity leave in the Philippines (R.A. No. 8187). Paternity leave is compared in different corporate settings in the Philippines to explore the possible effects of mandating an equal number of paternity leaves among corporations or extending the duration of leaves for the employees. Findings showed that in some collectivistic countries, there is no mandated set of paternity leaves in all corporations that follow it due to the doubt that these men use it for relaxation instead of doing fatherly duties. Moreover, it was also seen in different Western Countries that extending the duration of leaves created a positive work environment for individuals. It also had a positive impact on creating a competitive organization. This study uses purposive sampling for selecting participants. The results aim to replicate the results from Western Countries and understand the phenomenon of paternity leave in the Philippines. The study hypothesizes that an increase in mandated paternity leave has a positive effect on the well-being of the individual especially towards work performance. This could possibly boost income for the corporations as well as reduce conflicts, early retirement, improve the company’s competitiveness and improve global trade.

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An Examination of Undergraduate Business Students’ Motivation Towards Venture Creation

Gemma U. Reyes / Read Full Paper

Keywords:

extrinsic and intrinsic motivation, autonomy, altruism, entrepreneurial intention

Abstract

Youth entrepreneurship has been considered as one of the solutions the problem of global unemployment. Many universities worldwide have offered entrepreneurship and entrepreneurial management courses to encourage young people to put up their own business and contribute to employment generation. Various researches have been made on entrepreneurial intention which is believed to be the best predictor of entrepreneurial behavior. While there are already numerous studies on the impact of motivation on employee behavior in general, few have been done on their effect on entrepreneurial decision-making particularly among the youth. This paper tried to fill that gap. Specifically, it aimed to answer following questions: a) what are the motivations of young people in venturing into business? b) Are the motivations of males and females different with regard to putting up a business? And c) Does sex influence the impact of motivations on entrepreneurial intention? Knowing the entrepreneurial motivations of the students and whether there are differences between male and female can help those teaching entrepreneurship courses modify their approach to cater to the specific motivations and gender differences of the students. To answer the objectives, this study used a causal survey design with first year business students of a state university as respondents. It was deemed appropriate since they are most likely inclined towards entrepreneurship based on the choice of their course. A Likert-type questionnaire was administered to 94 out of a total of 97 first year business students during the first semester of academic year 2018-2019. Based on a review of literature, four motivational factors were chosen as the explanatory variables namely: extrinsic motivation, intrinsic motivation, autonomy and altruism. Using SmartPLS 3.0, these predictors were regressed against the students’ entrepreneurial intention which is the dependent variable. The same software was used to see if sex had a moderating effect on the impact of each of the motivational factors on entrepreneurial intention. To check whether there were differences in the motivations of males and females, a test of independence was conducted using SPSS 20. Of the 94 respondents 61 were female and 33 were males. The test of independence did not show any significant differences in the motivations of males and females. Results of the partial least squares structural equations modeling showed that only autonomy and altruism had significant effect on entrepreneurial intention and that gender had no moderating effect on the impact of the motivational factors on entrepreneurial intention. From the perspective of social entrepreneurship, it is heartening to note that these young people are also motivated by altruism. Since they will be the future business leaders, it gives us reason to hope that businesses may be transformed into agents for inclusive growth and not simply an instrument to serve the interest of a few.

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Globalization through local culture integration: A study on ABC’s cultural alignment as a necessary condition to globalization

John Michael Hernandez and Leo Malagar / Read Full Paper

Keywords:

globalization, local culture integration, going global by being local

Abstract

ABC Healthcare Services Inc. is one of the leading providers of health care billing and coding of insurance claims for healthcare facilities in United States of America. For more than five (5) years ABC delivers efficient services to hospitals and healthcare facilities by coding the patient’s insurance claims for billing to the insurer.

In its bid to efficiently deliver its services to its customers, ABC goes global by outsourcing its coding of insurance claims to developing countries including Philippines. Philippines is a strategic country to house its coding facility given its wide human resource of healthcare practitioners such as nurses and allied professions.

Having such strategy, ABC was challenged by implementing its policies and guidelines in the Philippines especially in human resources mainly due to cultural differences. This challenge is very critical since its business operation rely heavily on the knowledge and skills of its people.

This study aims to develop a global approach of ABC Healthcare Services Inc. by becoming local to bridge the gap between the culture of its human resources in the Philippines and the core values, principles, policies, and guidelines of its parent company in America.

It will develop a conducive working environment for Filipinos under ABC while delivering efficient services to its customers. The researcher believes that to become global, ABC should be local to understand its most important asset – its people.

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Inclusion of Intention among Green Innovation Factors: Do Expected Benefits and Concern for Environment Matter?

Joy Anne Evaristo / Read Full Paper

Keywords:

Green Innovation, Green Product Innovation, Green Process Innovation, Stakeholder Theory, Resource-Based View

Abstract

The possibility that green innovation could help resolve climate change and environmental problems led to this study that aims to identify the current green innovation practices of firms in Pampanga which is a major contributor to the economic growth of Central Luzon and Philippines. It was found that green innovation such as those that lead to green product and process innovation are being practiced in a moderate level but clustered results showed that most green innovation practices are only being practiced on low level. This research also investigated the factors that influence firms towards green innovation practices. Using ordinal regression, it was found that higher level of technological capabilities and organizational capabilities significantly lead to higher level of green innovation at p < .05 while higher level of managerial environmental concern leads to higher level of green innovation at p < .10. Market factors, government regulation and support and expected benefits do not significantly influence green innovation. A final model using only the three significant factors showed that all three are significant at p < .05. This research provides empirical evidence for resource based view on green innovation and contributes to the research gap on green innovation by analyzing the intention towards green innovation through managerial environmental concern and expected benefits. Findings from the results showed that managerial environmental concern is one of the significant factors to achieve higher level of green innovation.

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Green Marketing Strategies Applied in Salikneta Farm: Towards Global Agricultural Environment Sustainability

Francia Santos, Christopher John Manalad, Francis Ian Maclang, and Shahn De Leon / Read Full Paper

Keywords:

green marketing strategies, global, green products, agricultural environment, sustainability

Abstract

Mother earth’s vulnerability to natural calamities was explicated to have been caused by climate change. Green marketing seems to be one of the major activities under corporate social responsibility that serves as a platform for environmental programs of every business organization. Through green marketing practices and by-products, environmental problems such as the impact of global warming could be reduced gradually. The literature shows green marketing to have a crucial role in agribusiness and environment, hence, the green movement is a big challenge around the globe. This study focuses on the assessment of green marketing strategies as applied by the management and personnel of the Agriculture and Veterinary (Agri-Vet) laboratory farm of De La Salle Araneta University (DLSAU), Salikneta San Jose Del Monte, Bulacan. All the green marketing strategies specifically reducing wastes, having less packaging materials, elimination of specific hazardous substances, recycling materials, and environmental risk management proved their vital importance for environmental protection. Findings of the study reveal that all green marketing strategies, albeit, creating real value for the organization and agribusiness environment were observed to have been adopted by the respondents and methods were used but not that exceedingly applied in the farm. Implications of this study determined on farm management emphasize how those green marketing strategies could be fully enforced for a more sustainable agribusiness and global environment.