The Journal of Global Business is an annual journal for those who present their researches 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 format)


Volume 8, Issue 1 (2019)

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

Genelyn Paguibitan / Read Full Journal


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



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.

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

Maria Adiel Aguiling / Read Full Journal


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



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.

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


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



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.

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


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



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 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.

Paternity Leave: Improving Global Trade and Competitiveness among Philippine Workers

Jose Gabriel Fornier / Read Full Journal


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



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.