DESCRIPTION
The Journal of Global Business is an Journal for those who present their research at the Global Business Conference held twice a year 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 15 ISSUE 1 (2026)
Global Business Conference I
Date: March 21, 2026
Theme: “Legacy in Motion: Global Business Collaboration”
Publication Date:
Journal issues
Volume 1, issue 1 (2012)
volume 2, issue 1 (2013)
volume 3, issue 1 (2014)
volume 4, issue 1 (2015)
volume 5, issue 1 (2016)
volume 7, issue 1 (2018)
volume 8, issue 1 (2019)
volume 9, issue 1 (2020)
volume 10, issue 1 (2021)
volume 10, issue 2 (2021)
volume 11, issue 1 (2022)
volume 11, issue 2 (2022)
volume 12, issue 1 (2023)
volume 12, issue 2 (2023)
volume 13, issue 1 (2024)
VOLUME 13, ISSUE 2 (2024)
Volume 14, Issue 1 (2025)
Volume 14, issue 2 (2025)
VOLUME 14, ISSUE 3 (2025)
VOLUME 15, ISSUE 1 (2026)
VOLUME 15 ISSUE 1 (2026)
JGB 2001
“The Hidden Science Behind Discounts – Why Do Some Work Better Than Others?”
Dr. Eric S. Parilla / Read Full Paper
Keywords
Brand Loyalty, Discount Framing, Price Perception, Promotional Strategy, Consumer Behavior
Abstract
This research deals with psychological and structural factors that affect long-term brand loyalty in terms of discount marketing strategy. More specifically, it investigates how form of discount structure, discount framing, discount threshold, and discount consciousness affect consumer loyalty toward brands. Using a quantitative-correlational research design, data were collected through a structured online survey administered to a wide variety of Filipino consumers. Statistical analysis was applied, with multiple linear regression revealing that all four factors related to discount significantly impact brand loyalty, where discount threshold acts level of the strongest predictor. The findings suggest that although discounts act toward short-term sales, the element that builds long-term loyalty is the ability to meet consumer expectations when discount value is delivered clearly and compellingly. Furthermore, results indicated that where brand trust carries more weight than the negative impact of frequent discounting, many respondents continued to support brands when promotions ceased. The findings carry enormous implications for marketers as they could design discount campaigns that would use data to strengthen psychological ties between the brand and consumer.
JGB 2002
“Innovative Practices and Challenges in Marikina Shoe Manufacturing: Basis for Business Sustainability Model”
Orland L. Adrigado & Rosadel C. Jarmin / Read Full Paper
Keywords
Marikina Shoe Industry, Innovation, Sustainability, Business Model, Competitiveness
Abstract
In order to develop a business sustainability model for the sector, this study assessed the creative methods and difficulties encountered by Marikina City shoe producers. It specifically examined the respondents' firmographic profile, including how long they had been in business, how many employees they had, and how much money they made. Additionally, it examined innovative approaches to business in areas such as supply chain management, ethical labor practices, sustainable manufacturing, product customization, retail, and marketing. The study concentrated on branding, product innovation, research and development, government support, and company sustainability in order to revitalize the shoe sector and increase Marikina's reputation as the "Shoe Capital of the Philippines."
The research design used was quantitative descriptive. The owners, managers, and supervisors of Marikina City shoe companies made up the responders. Out of 680 manufacturers, we selected 208 individuals using cluster and convenience sampling. A 4-point Likert scale was used in a questionnaire created by the researcher to gather data. After being examined in a pilot study and validated by specialists, the instrument received a Cronbach's Alpha of 0.91, indicating its high reliability. Up until November 2025, data were collected through in-person visits and online survey forms. We employed weighted mean, standard deviation, frequency, and percentage for descriptive analysis. We employed Chi-square and Spearman's Rho tests for inferential analysis.
According to the findings, the majority of Marikina's shoe manufacturers are small and medium-sized companies with a lengthy history—more than half of them have been in operation for more than fifteen years. New approaches to supply chain management, sustainable manufacturing, product customization, ethical labor practices, retail, and marketing make operations more effective, competitive, and well-known, according to respondents. In order to revitalize the industry, strong branding, innovative goods, R&D, government funding, and eco-friendly methods were also considered crucial.
Regarding years of operation, personnel count, and income bracket, the investigation revealed no significant differences in responses. The study concludes that innovation, strategic branding, research and development, government cooperation, and sustainable practices are crucial for enhancing the competitiveness and long-term sustainability of the Marikina shoe industry. However, significant positive correlations were found between innovative practices and strategies for industry revitalization.
JGB 2003
“Workplace Safety Compliance and Its Influence on Government Policy Enhancement in Chinese Petroleum Companies”
Jiang Feng & Rosadel C. Jarmin / Read Full Paper
Keywords
Workplace Safety, Compliance, Government Policy, Petroleum Industry, Occupational Health and Safety
Abstract
This study examined workplace safety compliance in petroleum companies in Beijing and its influence on government policies related to occupational health and safety. It investigated employee demographics, including age, sex, civil status, years of service, and position, and assessed compliance in areas such as safety knowledge, training, procedures, personal protective equipment, hazard communication, inspections, incident reporting, and emergency preparedness. The study also evaluated how organizational compliance contributed to the development and improvement of government policies through policy alignment, enforcement, safety culture, and stakeholder engagement.
Grounded in the Theory of Hazard and Human Factors Theory, the study provided a framework to analyze both technical risks and human behavior in the workplace. The Theory of Hazard emphasized identifying and controlling risks through engineering measures, procedures, and training, while Human Factors Theory addressed human performance, decision-making, and behavior to reduce errors and improve safety outcomes. Together, these theories guided the evaluation of compliance and its role in fostering a strong safety culture.
A descriptive research design was employed, targeting employees across multiple petroleum companies in Beijing. A sample of 385 respondents was randomly selected from a population of over one million employees. Data were collected via validated surveys and interviews and analyzed using descriptive and inferential statistics, including weighted means, standard deviations, ANOVA, and Pearson’s correlation.
Findings revealed that the workforce was mainly experienced males in rank-and-file positions. Employees generally complied with safety procedures and proper equipment use, though moderate gaps existed in training, hazard communication, and policy enforcement. Compliance positively correlated with government policy enhancement, highlighting the role of organizational commitment in promoting regulatory effectiveness. The study recommended targeted training, improved hazard communication, stronger policy enforcement, and ongoing collaboration between companies and regulatory bodies to reinforce safety culture and improve workplace safety practices across the petroleum sector.
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JGB 2004
“The Impact of Educational Fund Allocation Policies in Selected Districts of Beijing, China on Student Performance and Equity”
Huang Yanan & Rosadel C. Jarmin / Read Full Paper
Keywords
Educational Fund Allocation, Student Performance, Equity in Education, Financial Transparency, Institutional Governance
Abstract
This study investigated the allocation of educational funds in Beijing, China, focusing on how resource distribution influenced student outcomes and educational equity across districts. Recognizing that fair and efficient fund allocation is critical to enhancing learning opportunities, improving education quality, and promoting parity, the research examined both stakeholders’ perceptions and measurable impacts of funding strategies. Respondents, including teachers, school administrators, and district education officials, were profiled based on age, position, years of experience, and school type. Their assessments of fund allocation addressed effectiveness, fairness, transparency, and accountability, while perceived effects on academic performance, access, educational quality, and program innovation were also evaluated.
Guided by Resource Dependence Theory, Equity Theory, and Political Economy Theory, the study explored how schools relied on funding, how perceptions of fairness aligned with actual allocations, and how political and economic structures influenced distribution and outcomes. A descriptive research design was employed, using a researcher-made online survey distributed via WeChat to 385 respondents across Xicheng, Haidian, and Shunyi districts. Snowball sampling and expert-validated instruments ensured reliability, while statistical analyses examined relationships between fund allocation practices and educational outcomes.
Findings revealed that respondents were predominantly early- to mid-career professionals, with moderate satisfaction reported regarding fund allocation’s effectiveness, fairness, transparency, and accountability. Perceptions varied by age, experience, and school type, with older educators and public school respondents noting greater impacts on quality and innovation. Strong positive correlations were found between perceived adequacy of funding and improved educational outcomes.
Conclusions indicate that equitable and strategically planned fund distribution enhances student achievement, institutional quality, and access while fostering innovation. Recommendations include targeted funding for underserved schools, enhanced transparency in private institutions, support for curriculum innovation, inclusive budget advisory councils, sustainable infrastructure development, and standardized accountability metrics. These strategies aim to optimize educational funding, promote equity, and ensure sustained improvements in student outcomes and institutional effectiveness.
Moreover, the positive relationship between adequate funding and improved outcomes reinforces an important business principle investment in people and systems drives growth. In global companies, this translates to investing in employee development, technology, and innovation to remain competitive in changing markets. The study suggests that transparent, fair, and well-planned resource distribution is not only essential in education but also in global business settings where sustainability, competitiveness, and performance depend on how effectively resources are managed and shared across diverse environments.
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JGB 2006
“Efficiency and Adaptability of EPC Projects in Public Works: Strategies for Navigating Dynamic and Uncertain Environments”
Xiangguo Zhou & Fei Wang / Read Full Paper
Keywords
EPC projects, public works, project efficiency, project adaptability, infrastructure constraints, traffic congestion, labor shortages, Metro Manila
Abstract
This study aims to investigate the current status of Engineering, Procurement, and Construction (EPC) projects in public works in Metro Manila, Philippines, focusing on their efficiency and adaptability in a dynamic and uncertain environment. The research employed a mixed-methods approach, combining quantitative and qualitative methods to gather data from project managers in leading EPC firms. Quantitative data was collected through a structured survey, while qualitative data was gathered through in-depth interviews. The findings revealed that EPC projects in Metro Manila face significant challenges, including infrastructure constraints, traffic congestion, and labor shortages. These challenges impact the efficiency and adaptability of projects, leading to delays, cost overruns, and sub-optimal performance. To mitigate these challenges and enhance project outcomes, the study proposes strategies such as improving infrastructure, optimizing project scheduling, and implementing advanced construction technologies. By addressing these issues, EPC projects in public works in Metro Manila can become more efficient, resilient, and responsive to the evolving needs of the region.
JGB 2007
“Urban Agriculture as a Public Policy Tool: Enhancing Vegetable Security and Reducing Household Expenses in Caloocan City, Philippines”
Anthony G. Dacones & Rosadel C. Jarmin / Read Full Paper
Keywords
Urban Agriculture, Vegetable Security, Household Expenses, Public Policy, Urban Farming
Abstract
This study examined urban agriculture as a public policy tool to enhance vegetable security and reduce household expenses in Caloocan City, Philippines. It analyzed how urban farming practices influence household vegetable availability, consumption, and cost, while profiling respondents by sex, age, family role, household size, land tenure, education, and income. Urban agriculture practices were assessed in terms of vegetables grown, cultivation techniques, access to inputs, and community engagement. Household vegetable security was measured through consumption frequency, production, purchase costs, and nutritional value.
A descriptive–correlational quantitative design, supported by qualitative data, was employed. Data were collected from 377 households engaged in urban farming using stratified random sampling. Surveys gathered information on demographics, urban agriculture practices, and household vegetable security, while interviews provided qualitative support. Descriptive statistics summarized the data, and t-tests, ANOVA, and regression analysis assessed differences and relationships. A 4-point Likert scale measured urban agriculture practices and vegetable security.
Findings indicate that participants are mostly middle-aged women, landowners with high school education and low to moderate income. Respondents actively practice urban farming, using techniques like container gardening to cultivate diverse vegetables. While urban agriculture promotes regular consumption, nutrition awareness, and cost management, it does not fully meet year-round needs. Household vegetable security varies with demographics, with younger, male, landowning, college-educated, and higher-income households achieving higher security. Effective practices, including crop diversity, proper cultivation, input access, and community involvement, positively influence consumption, production, nutrition, and cost. The study recommends improving access to inputs, enhancing government and community support, adopting space-efficient and year-round production techniques, raising nutrition awareness, and providing targeted assistance to vulnerable households to strengthen sustainable urban agriculture and vegetable security.
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JGB 2008
“Operational Efficiency of Selected Catering Companies: Program Towards Customer Satisfaction in a Diverse Consumer Market”
Qin Zhihong & Rosadel C. Jarmin / Read Full Paper
Keywords
Operational Efficiency; Catering Companies; Food Service Operations; Employee Perceptions; Customer Satisfaction
Abstract
This study examined the operational efficiency of selected catering enterprises in Chengdu City, focusing on respondents’ profiles, company operation length, and operational challenges. It aimed to determine differences in efficiency perceptions and the relationship between operational challenges and demographic variables, ultimately proposing strategies to enhance customer satisfaction. The study was anchored on the Adaptation-Level Theory and the Theory of Planned Behavior to understand how customer experiences and employee perceptions influence operational outcomes.
A descriptive research design was employed, with data collected from 384 catering employees, including staff and managers, using a researcher-made questionnaire validated through expert review and pilot testing. The survey utilized a 4-point Likert scale and was administered online and in person. Descriptive statistics, including weighted mean, frequency, and percentage, were used to assess operational efficiency, while inferential statistics such as ANOVA examined differences across age, sex, position, and years of experience.
Respondents were predominantly aged 26–35, with a balanced gender distribution and majority serving as staff members. Most companies had operated for 6–10 years. Operational efficiency was generally high across kitchen operations, dining operations, food safety and hygiene, food preparation, and staff and customer service, with kitchen operations rated highest and staff/customer service lowest. Operational challenges were manageable, with inventory management and menu development being strengths, while dining operations and facilities maintenance required improvement. Significant differences were observed in efficiency perceptions based on age, position, and years of experience, with older and more experienced respondents providing more critical evaluations. Sex did not significantly affect perceptions.
The findings indicate that while catering companies maintain efficient operations, continuous improvement is needed in staff training, customer service, sustainability practices, and workflow optimization. Targeted strategies addressing perceptual differences among employees can enhance operational performance and customer satisfaction, providing valuable guidance for managers, industry stakeholders, and future research.
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JGB 2016
“The Role of Green Marketing in Shaping Tourist Purchase Intentions: Extending the Theory of Planned Behavior in Sustainable Urban Tourism”
Erica Hernandez & Miguel Angelo Perez / Read Full Paper
Keywords
Green marketing; Sustainable tourism; Tourist behavior; Theory of Planned Behavior; Urban tourism; Responsible consumption
Abstract
This study enriches theoretical depth by expanding the Theory of Planned Behavior (Ajzen, 1991) through the incorporation of green trust and environmental concern as supplementary determinants of tourist behavioral intention. It looks at how green marketing affects people's plans to buy things in the context of sustainable urban tourism in Metro Manila, Philippines. The study utilizes a mixed-methods approach, integrating quantitative survey data (n = 400) with qualitative insights derived from 11 in-depth interviews to examine the impact of green marketing practices on attitudes, subjective norms, perceived behavioral control, and the additional constructs of green trust and environmental concern.
The results show that green marketing is a strong predictor of tourists' purchase intention (R² = .62), with important factors being eco-packaging, corporate social responsibility (CSR), and green branding (Han & Hwang, 2022; Sharma et al., 2023). The findings also show that green trust and concern for the environment make the extended TPB model even better at explaining why tourists are willing to support environmentally responsible tourism businesses.
The study emphasizes practical challenges, including the risks of greenwashing, financial and operational limitations faced by small and medium-sized tourism enterprises, and the growing significance of digital platforms in conveying sustainability initiatives. It suggests a strategic framework to help with the implementation of credible and effective green marketing. This will help policymakers make decisions based on facts and help stakeholders align tourism development with global sustainability goals while encouraging responsible consumption. This study contributes to the scarce empirical literature on green marketing in urban tourism in Southeast Asia by providing an enhanced Theory of Planned Behavior (TPB) model with greater predictive efficacy.
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JGB 2018
“Accelerating Symptom Detection in Canine Ocular Diseases: A Comparative Analysis and Heterogeneous Ensemble of YOLOv8 and RT-DETR”
Kristian Angelo Ray C. Rosillosa, Venzhower M. Manlangit & Christine D. Bandalan / Read Full Paper
Keywords
Object Detection, Canine Ocular Diseases, Deep Learning, Clinical Decision Support Systems, Software As A Service
Abstract
Canine ocular diseases (cataracts, conjunctivitis, cherry eye) present significant diagnostic challenges in veterinary practice due to overlapping gross symptoms and the reliance on subjective visual inspection. Delayed diagnosis often leads to severe complications, including permanent blindness. This study addresses a critical gap in veterinary health informatics by benchmarking two distinct artificial intelligence architectures for automated symptom detection: the CNN-based YOLOv8n and the Transformer-based RT-DETR-l. Utilizing a rigorously curated dataset governed by a ”Pathology-Exclusive Tight Bounding Box” (PET-BB) protocol, both models were evaluated for clinical efficacy. Results indicate that while YOLOv8n achieved a robust Mean Average Precision (mAP@50) of 0.952, RT-DETR-l demonstrated superior sensitivity (mAP@50 of 0.962), particularly in diagnosing diffuse inflammatory conditions like conjunctivitis. Crucially, RT-DETR reduced background false positives from 10% to 3%. A Weighted Boxes Fusion (WBF) ensemble was also evaluated, proving effective as a reliability buffer against false alarms. To address global business implications within the expanding veterinary software-as-a-service (SaaS) market, this research maps architectural constraints to cloud economics, proposing a highly strategic dual-deployment strategy. The lightweight YOLOv8 is recommended for 'freemium' mobile edge-computing triage, while the computationally heavier RT-DETR is optimal for premium, centralized clinical servers where maximizing diagnostic sensitivity and mitigating 'alert fatigue' are paramount for commercial software retention.
JGB 2023
“"Legit Seller?” Tagging Behavior: Content Analytics in Start-Up Pages/Groups”
Ablong, Vanesa Rose B., Bertillo, Cindy I., Bruan, Ma. Lineth O., Depison, Princess Dianna C, Fernandez, Princess Emerald A., Padilla, Andrei Lee C. / Read Full Paper
Keywords
Netnography, Social Tagging, E-commerce Trust, Shopee, TikTok Shop, Social Proof Theory
Abstract
This netnography study investigates the "legit seller" tagging behavior within dominant Philippine e-commerce platforms, specifically Shopee and TikTok Shop. As the Philippine digital economy continues to surge, consumers increasingly rely on community-driven social tagging to navigate a landscape where approximately 41% of online consumer complaints involve untrustworthy sellers. Utilizing a purposive sample of 300 public posts and the Stimulus-Organism-Response (SOR) framework, the research examines how these peer-generated labels function as critical trust signals.
Findings reveal that "Legit seller" tagging is a vital trust signal in the Philippine e-commerce market, though consumer skepticism persists for unverified sellers. Established sellers typically signal credibility through high-quality images and concise captions. In contrast, unverified sellers often utilize video content and detailed, defensive captions to provide real-time proof and overcome distrust. While these tags reduce perceived risk and drive purchase intentions, the study highlights a persistent "fake legitimacy" danger in which malicious individuals imitate tagged images to confuse consumers.
The results emphasize that legitimacy in the Philippine context is a continuously reinforced reputation built through peer validation rather than static platform ratings. Ultimately, the study provides a roadmap for platform administrators and users to better distinguish organic community trust from automated deception.
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JGB 2025
“Input of Digital Technologies on Service Industry Labor Market in Heze City: Input for Job Opportunities”
Zhaoyang Wang & Rosadel C. Jarmin/ Read Full Paper
Keywords
Digital Transformation, Employment Restructuring, Service Industry, Labor Market Dynamics
Abstract
This study examined the impact of digital technologies on job opportunities within the service industry labor market of Heze City, Shandong Province. Guided by theories of technological progress and skill-biased technological change, the research investigated how the adoption of digital tools has influenced employment patterns, skill requirements, and workforce composition. Specifically, it analyzed the relationship between digital technology application and employment changes over the past five years, including talent recruitment, wages and welfare benefits, departmental improvement, and employee turnover.
A quantitative, descriptive research design was employed. Using stratified sampling and Slovin’s formula, data were collected from 1,010 employees across three major pharmaceutical service enterprises in Heze City: Heze Buchang Medical Co., Ltd., Shandong China Resources Pharmaceutical Co., Ltd., and Shandong Xintong Biopharmaceutical Co., Ltd. A validated 50-item questionnaire measured five dimensions of digital technology application and perceived employment changes. Data were analyzed using frequency, mean, Pearson’s r, and ANOVA.
Findings indicated that digital technologies were generally perceived to positively influence production effectiveness, delivery and selling, creativity, and management systems, while media popularization showed weaker effects. A significant positive relationship was found between digital technology application and employment changes, particularly in talent recruitment and skill upgrading. Significant differences in perceptions were observed across selected respondent profiles.
The study concludes that digital transformation in Heze City’s service industry supports productivity while simultaneously reshaping employment structures. It recommends strengthening employee upskilling, enhancing industry–education collaboration, and sustaining policy support for higher-quality employment growth.
Keywords: digital transformation, employment restructuring, service industry, labor market dynamics
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JGB 2027
“Examining the Dynamic Relationship Between Agricultural Imports and Employment: A Vector Autoregression Analysis of Structural Transformation, 1991-2023”
Charlene Leigh L. Alvero, Arlyn Faith U. Ramos, Kenneth G. Sioquim, & Vicente Salvador E. Montaño / Read Full Paper
Keywords
Vector Autoregression (VAR), Granger causality, Agricultural employment, Trade dynamics, Impulse response functions
Abstract
The study investigates the dynamic relationship between agricultural imports and employment in the Philippines from 1991 to 2023. The Vector Autoregression (VAR) methodology was adapted to examine the correlation and interdependence between agricultural imports and employment. The findings of this study indicate a lack of a long-term equilibrium relationship between the variables, as indicated by the absence of Granger causality. The findings also reject the Import Competition Theory and provide strong evidence for Structural Transformation. Agricultural imports and employment are structurally decoupled and should be managed independently rather than being linked. This study aligns with SDG 8 (Decent Work and Economic Growth). Policymakers should prioritize investing in human capital and modernizing macrostructural drivers to support the agricultural sector and reduce institutional rigidities.
JGB 2030
“Implementation of Local Policy Integration and Compliance in Solid Waste Management of Selected Cities in the National Capital Region: Program for Environmental Sustainability”
Karen L. Uy & Dr. Guillermina C. Vizcarra / Read Full Paper
Keywords
Solid Waste Management, Implementation, Challenges, RA 9003
Abstract
This descriptive quantitative correlational study assessed the extent of implementation of the Solid Waste Management (SWM) Policy under Republic Act 9003 in selected cities, focusing on solid waste accumulation, utilization, and disposal, as well as compliance and challenges encountered during implementation. The respondents consisted of local government unit (LGU) officials, barangay officials, and residents from San Juan City and Manila City. Findings revealed that San Juan City consistently demonstrated higher levels of implementation across all components of solid waste management than Manila City. Waste utilization was rated as “Less Implemented” by officials. Residents’ assessments indicated stronger implementation in San Juan compared to Manila across all SWM components. In terms of compliance, both officials and residents from the two cities exhibited generally high levels. LGU and barangay officials demonstrated Very High Compliance, particularly in environmental stewardship, coordination with partner organizations, and adherence to local ordinances. Residents likewise manifested High to Very High Compliance, with San Juan again outperforming Manila across most indicators. Despite these positive outcomes, several challenges persist. Both officials and residents rated implementation challenges from High to Very High. Key issues identified by officials included limited landfill and recycling facilities, budgetary constraints, and low levels of community participation. Residents highlighted irregular garbage collection and insufficient access to recycling facilities as major concerns. In order to achieve sustainable solid waste management, the study highlights the significance of sufficient resources, efficient policy implementation, and engaged community involvement. The findings further position San Juan City as a more efficient model for SWM implementation compared to Manila City.
JGB 2031
“Developing an Assessment Tool for Community-Based Tourism: Coffee Tourism in Domolpos, Benguet as a Pilot Test”
Palaroan, Eliza Joyce E. / Read Full Paper
Keywords
Community-Based Tourism; Coffee Tourism; Assessment Tool; Instrument Development; Community Readiness.
Abstract
This paper presents the development and pilot validation of a Community-Based Coffee Tourism Assessment Tool designed to evaluate the tourism readiness of a potential tourist destination in Benguet, Philippines. The tool was derived from three empirical studies and a systematic triangulation of findings. The evidence to indicator framework is drawn from three related studies. A farmer-centric qualitative investigation that identified five categories pertaining to economic motivation for coffee tourism, infrastructure deficits, capacitation gaps, institutional support absence, and indigenous cultural distinctiveness as a competitive differentiator. The resulting tool comprises 30 indicators organized across six parts: each traceable to specific empirical findings. The pilot site is Domolpos, Sitio of Barangay Tinongdan, Itogon, Benguet that has not previously been evaluated through a validated, quantitative assessment framework.
Applied to Domolpos, the tool produces a composite score of 2.12 out of 3.00, placing the destination at the Developing phase and identifying components that require priority investment before the destination can achieve a fully Ready classification. This scoring outcome validates the tool as it correctly captures a destination that is already delivering high-quality experiential tourism while accurately pinpointing the specific infrastructure and capacity gaps that constrain its scalability. The assessment tool is recommended for adoption by the Benguet Provincial Tourism Office and the Municipal Tourism Office of Itogon as a standard evaluation instrument for prospective community-based tourism sites across the Cordillera Administrative Region.
JGB 2033
“Short-Run Dynamics Between Inflation and Interest Rates: A Structural VAR Analysis”
Vicente Salvador E. Montaño, DBA, Lester James Pamplona, Cris Edrian Haspe & Aira Estores / Read Full Paper
Keywords
Inflation, Interest Rates, Monetary Policy, Structural Vector Auto Regression, Philippines
Abstract
This study examines short-run relationships between inflation and interest rates in the Philippines. It addresses gaps in how monetary policy works under basic economic theories. The methods include two main models, the vector autoregression (VAR) model, the structural vector autoregression (SVAR) model, and bootstrapped impulse response functions. Key results show no clear cause and effect between the two in either direction. Models reveal strong self-dependence but very small effects between them. All responses to shocks are statistically insignificant. Overall, these findings suggest inflation and interest rates operate largely independently in the short run, with limited policy transmission in this emerging market.
JGB 2034
“Understanding the Interplay of Greenwashing, Green Messages, Brand Image, and Purchase Intention in Gen Z’s Sustainable Fashion Choices”
Naluz, Keenan Inigo, Carlos, Cassandra Sophia, Clemente, Frank Lloyd, Turla, Rose Belle, Viadan, Trisha Mae & Olazo, Danzen / Read Full Paper
Keywords
Greenwashing, green messages, brand image, purchase intention, Generation Z
Abstract
Generation Z shows increasing interest in sustainable fashion, yet their purchase decisions depend greatly on how brands communicate environmental responsibility. This study employed a quantitative descriptive–correlational research design to examine the relationships among greenwashing, green messages, brand image, and purchase intention among 377 Generation Z consumers in Pampanga. Data were collected using a structured survey questionnaire with five- and seven-point Likert scales and were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that greenwashing had a significant negative effect on brand image and purchase intention, while green messages had a significant positive effect on brand image and directly increased purchase intention. Brand image was found to significantly mediate the relationship between sustainability communication and purchase intention. These results highlight that credible and transparent environmental communication strengthens brand perception and encourages Gen Z to support sustainable fashion brands, whereas deceptive claims reduce trust and weaken buying intention. The study provides guidance for consumers in identifying credible brands and for businesses in maintaining authenticity and avoiding greenwashing.
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JGB 2036
“Customizing to Keep: How Mass Customization Influences Product Attachment and Sustainable Behavior Among Young Adults”
Ofalda, Mirella Chelsey, Bernus, Shannia Dyan, Carmona, Alexandra Loreen, Gueco, Emmanuel, Nunag, Danielle Sophia & Olazo, Danzen / Read Full Paper
Keywords
Mass Customization, Product Attachment, Sustainable Behavior, Young Adult
Abstract
Mass customization is widely recognized as a strategy that enhances consumer engagement and sustainability, yet its effects beyond fashion and within local contexts remain underexplored. This study investigated how mass customization affects product attachment and sustainable behavior among 380 young adults (18–39 years) in Angeles City, Pampanga, who had purchased at least one customized product in the past five years. Using a quantitative descriptive–causal design, constructs were measured with validated scales, and hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that mass customization significantly increases both product attachment and sustainable behavior. Product attachment also significantly influences sustainable behavior and partially mediates the effect of mass customization, suggesting that personalization strengthens emotional bonds with products and encourages responsible use and disposal. These findings imply that engaging consumers in personalized experiences can extend product lifespan, enhance care, and promote environmentally responsible behavior. For marketers, implementing interactive and user-friendly customization processes can strengthen emotional attachment, customer satisfaction, loyalty, and sustainable consumption. Future research should examine additional mediators or moderators, test the model across industries and cultural contexts, and explore long-term behavioral outcomes to better understand the role of attachment in sustaining eco-friendly practices. Limitations include the focus on young adults in Angeles City, convenience sampling, self-reported data, and a cross-sectional design, which may limit generalizability and causal inference.
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JGB 2038
“Green Brews: The Effect of Green Packaging on the Purchase Intention of Coffee Bought in Coffee Shops Through Environmental Awareness”
Juco, Alyannah Yvonne, Lipson, Angela Renee, Mantes, Gabrielle Kei, Olalia, Khimberly, Rafael, Justin & Olazo, Danzen / Read Full Paper
Keywords
Green Packaging, Environmental Awareness, Purchase Intention, Generation Z, Coffee Shops
Abstract
With the increasing demand for sustainable business practices and rising environmental concerns, green packaging has emerged as a relevant strategy for food and beverage establishments, particularly in coffee shops. This study examined the influence of green packaging on environmental awareness and purchase intention among Generation Z coffee shop consumers in Pampanga and determined whether environmental awareness moderates the relationship between green packaging and purchase intention. A structured questionnaire was distributed to 377 respondents using a quantitative, cross-sectional, descriptive-causal research design. Data were analyzed via descriptive statistics, PLS-SEM, and moderation analysis using Jamovi and SmartPLS. Results revealed that green packaging significantly influenced environmental awareness and purchase intention, while environmental awareness also significantly influenced purchase intention. However, environmental awareness did not significantly moderate the relationship between green packaging and purchase intention, indicating that it does not strengthen the influence of green packaging on purchase intention. It is recommended that coffee shops adopt green packaging as a consistent sustainability practice and clearly communicate its environmental benefits to consumers. Future research may also explore other demographic groups, locations, and additional variables to further understand sustainable consumer behavior.
JGB 2039
“The Moderating Role of Environmental Awareness on Perceived Benefits and Risks of Electric Vehicle Adoption among Consumers in Angeles City”
Lee, Yehna R., Chin, Niña Patricia F., Pingul, Micah Andrea L., Gantan, Kurt Yuan R., Datu, Stephanie S., & Olazo, Danzen B. / Read Full Paper
Keywords
Electric Vehicle Adoption, Environmental Awareness, Perceived Benefits, Perceived Risks, Adoption Intention
Abstract
This study explores the role of environmental awareness as a moderating factor on the perceived benefits and risks of electric vehicle adoption among car consumers in Angeles City. The study used a quantitative descriptive-causal research approach and a structured questionnaire to gather data from 377 vehicle consumers residing in Angeles City. Based on the PLS-SEM analysis, the results revealed that respondents are generally aware of the advantages of electric vehicles, but also reflect awareness of potential risks related to their adoption. The results also showed that car consumers are environmentally aware and express a strong intention to adopt electric vehicles. Perceived environmental and performance benefits have significant positive relationships with consumers’ adoption intention, indicating an increased level of intention when consumers believe electric vehicles are sustainable and operational. On the contrary, perceived financial and performance risk do not show significant influence on adoption intention, suggesting that perceived benefits weigh higher in shaping consumers’ intentions. Correspondingly, environmental awareness does not significantly moderate the impact of perceived risks and benefits on electric vehicle adoption intention, although it directly affects adoption intention. These results suggest that environmental awareness and perceived benefits together contribute to stronger purchase intentions toward electric vehicles. The analysis in this study provides insights for car consumers on how risk-related and benefit-derived advantages facilitate electric vehicle adoption. This study advances the literature on electric vehicle adoption by demonstrating the influence of perceived benefits and risks, as well as environmental awareness, in shaping consumers’ purchase intentions.
JGB 2042
“Quests for Loyalty: Determining the Role of Gaming Behavior, Perceived Price Fairness for In-Game Purchases, and Motivations for Gaming Achievements on Game Brand Loyalty Among Filipino Gamers in Pampanga”
Macaspac, Lanz Rande, Catacutan, Tricia Anne, Nunag, Ashley Chryseis, Palma, Karel Cyreen , Pineda, Leslee, Salonga, Angel Marie & Olazo, Danzen / Read Full Paper
Keywords
Gaming Behavior, Perceived Price Fairness, Motivations for Gaming Achievements, Game Brand Loyalty, Filipino Gamers, Gaming Industry, In-Game Purchases
Abstract
The digital gaming sector in the Philippines has rapidly emerged as a significant component of the entertainment industry as a market. This study investigated the influence of gaming behavior, motivations for gaming achievements, and perceived price fairness for in-game purchases on game brand loyalty among Filipino gamers in Pampanga. A quantitative descriptive-causal research design was employed using survey questionnaires as the primary research instrument. Data were collected from 377 Filipino gamers through both online and face-to-face distribution methods. Data analysis was conducted through PLS-M and JAMOVI to determine the relationships and predictive power of the independent variables on brand loyalty. Results showed that gaming behavior significantly strengthened a player’s motivation for achievement, suggesting that habitual gameplay normalized the pursuit of in-game goals. However, motivation for gaming achievements alone did not directly lead to game brand loyalty. Perceived price fairness emerged as the most powerful predictor of game brand loyalty, indicating that transparent and equitable pricing was the primary driver for long-term commitment and emotional attachment to a game brand. While habitual engagement fostered a desire for success, it was the perception of fair value that ultimately secured player loyalty. Based on these findings, it is recommended that game developers prioritize transparent, value-based monetization strategies and avoid "pay-to-win" mechanics to maintain player trust. Furthermore, developers and gaming companies should enhance achievement systems with meaningful progression rewards to sustain the habitual engagement that drives motivational growth. Future research is recommended to expand the geographic scope beyond Pampanga to improve the generalizability of the findings across the Philippine gaming market.
JGB 2043
“Dinagyang Warrior Champion: Challenges and Opportunities”
Masgong, Jenny Lyn D. / Read Full Paper
Keywords
Dinagyang Warriors, festival culture, cultural preservation, community participation, tourism development
Abstract
The Dinagyang Festival in Iloilo City is one of the Philippines’ most prominent cultural celebrations, known for its vibrant street-dancing competitions and devotion to the Santo Niño. Central to the festival are the Dinagyang warriors—performers who undergo intensive training to represent their tribes in highly competitive cultural performances. This study explored the challenges encountered and opportunities experienced by Dinagyang warriors in their journey toward championship performance. Using a qualitative research design, data were collected through in-depth interviews with fifteen Dinagyang warriors aged 19–43 who had participated in major festival performances. Thematic analysis was used to identify recurring patterns in their lived experiences. The findings revealed several challenges faced by the performers, including physical exhaustion from prolonged rehearsals, exposure to extreme weather conditions, time management difficulties among student-performers, and logistical constraints such as limited resources for costumes and props. Participants also reported psychological pressures associated with performing before large audiences and representing their respective tribes. Despite these challenges, the study found that participation in the festival provided meaningful opportunities for personal and cultural development. These included enhanced discipline, teamwork, leadership skills, national and international performance opportunities, and strengthened cultural identity. Furthermore, the championship journey fostered community pride and contributed to cultural tourism and heritage preservation in Iloilo City. The findings highlight the importance of sustained community support, strategic planning, and performer welfare in maintaining the vitality of cultural festivals. This study contributes to the growing body of literature on festival studies by emphasizing the lived experiences of performers and their role in sustaining cultural heritage and community development.
JGB 2045
“Beyond the bill: Quantifying the consumer’s perceived value of energy independence and Environmental Concern on Solar Investment Decisions”
David, John Benedict S, Lontabo, Boris Sebastian C., Mallari, June Laurence B., Opinaldo, Isaac C., Paras Miguel Angelus P., Olazo Danzen / Read Full Paper
Keywords
Solar Panel, Environmental Concern, Perceived Value, Investment Decision, Solar Panel Adoption
Abstract
Since it was first discovered, electricity has dramatically altered the global economy, this study investigates the factors influencing solar panel adoption, focusing on the interplay between environmental concern, perceived value, investment decisions and solar panel adoption. A Theory Planned Behavior (TPB) framework developed by Icek Ajzen (1991) was utilized in this study with a non-experimental quantitative research design used to analyze the influence of the variables towards solar panel adoption, collected from 342 respondents who are residing in Angeles City using a structured adopted questionnaire. The data were analyzed using mean, standard deviation, path analysis via PLS-SEM. The result indicates that while environmental concern influences behavior towards investment decisions, perceived value of solar panels is the primary motivator for solar panel adoption. These findings suggest that solar energy marketing and adoption should focus on highlighting the tangible benefits in terms of financial benefits and environmental benefits to increase the likelihood of investment decisions towards the Filipino market. This conclusion shows that Filipino families consider solar energy not just a monetary asset but also a means to gain independence, resilience, and a sense of environmental stewardship. The findings from this research show that the advantages of solar energy go beyond just financial savings; they also encompass the potential for households to achieve energy independence from traditional energy sources. Therefore, solar providers should focus their marketing strategies on emphasizing long-term savings, autonomy in energy supply, and positive environmental effects.
JGB 2046
“Cause-Related Marketing and Purchase Intentions for Clothing Brands: The Moderating Role of Perceived Price in Consumer Decision-Making”
Yabut, Angelica Nathasia N., Sanchez, Althea T., Pomida, Mariel G., Manarang, Khrisha Mar C., Juco, Aljon D., & Olazo, Danzen B. / Read Full Paper
Keywords
Cause-related marketing, cause–brand fit, authenticity, donation size, perceived price, purchase intention
Abstract
This study examined the influence of cause-related marketing (CRM) on the purchase intentions of Generation Z consumers toward clothing brands, focusing on the moderating role of perceived price. Specifically, it investigated the effects of cause–brand fit, authenticity, and donation size on purchase intention. The study employed a quantitative descriptive–causal research design and collected data from 377 Generation Z consumers aged 18–28 residing in Pampanga using a structured questionnaire adapted from validated scales. The data were analyzed using mean, standard deviation, and Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping and moderation analysis to examine both the direct effects of CRM elements and the moderating influence of perceived price. Results show that cause–brand fit and donation size significantly influence purchase intention, while authenticity does not. Perceived price significantly moderates the relationship between donation size and purchase intention, but it does not moderate the relationships of cause–brand fit and authenticity to purchase intention. These findings provide practical insights for clothing brands in designing CRM campaigns that emphasize strong cause–brand fit, meaningful donation size, and reasonable perceived price to effectively engage Generation Z consumers and enhance purchase intentions. Overall, the results highlight that Generation Z consumers are more likely to support CRM initiatives when the supported cause closely aligns with the brand and high donation sizes, while the product price remains reasonably perceived.
Abstract
The study
JGB 2049
“Global Trends in Emerging Technologies for Smart Mega Cities: A Systematic Literature Review”
Xie Mendoza / Read Full Paper
Keywords
Smart Megacities, Urban Informatics, Computing Continuum, Human-Centric Urbanism, Socio-Technical Trade-offs
Abstract
As global urban populations expand at an unprecedented rate, modern megacities increasingly rely on advanced computational architectures, specifically Artificial Intelligence (AI), the Internet of Things (IoT), and the computing continuum to mitigate infrastructural strain and ensure systemic resilience. However, prevailing urban informatics literature predominantly evaluates these technological deployments through a rigid infrastructural lens, leaving a critical lacuna regarding their translation into localized, measurable human outcomes. Addressing this gap, this study executes a Systematic Literature Review, guided by the PRISMA protocol, to critically evaluate the human-centric impacts of technological integrations across prominent smart megacities, including Japan, Singapore, Shanghai, and NEOM. By synthesizing 48 high-impact, peer-reviewed articles and contemporary technical reports through the multidimensional Boyd Cohen Smart City Framework, this research maps raw computational power directly to citizen well-being. The findings reveal profound advancements in intelligent mobility and economic diversification; yet, a rigorous comparative analysis exposes significant socio-technical deployment friction. This friction sharply contrasts the legacy infrastructural constraints of established brownfield environments with the socio-spatial unpredictability of greenfield developments. Ultimately, this research asserts that to maximize urban equity and mitigate the expanding digital divide, future megacity paradigms must urgently pivot from technology-centric optimization to inclusive, human-centric co-creation models.
JGB 2050
“Market Acceptance and Financial Viability of Baylieves: A Proposed No-Rinse Liquid Hand Soap Business”
Bustamante, Mariel Jenna S. Formentera, Mariejo & Maglinte, Jana Mikaela D. / Read Full Paper
Keywords
market acceptance, financial viability, no-rinse hand soap, hygiene innovation, consumer behavior
Abstract
Hand hygiene is widely recognized as an essential practice in preventing the transmission of infectious diseases; however, access to clean water and sanitation remains limited in many community settings. This study aimed to evaluate the market acceptance and financial viability of Baylieves, a proposed no-rinse liquid hand soap in San Pedro City, Laguna. A descriptive-quantitative research design was employed using survey data collected from 339 respondents to assess consumer perceptions in terms of product quality, scent, packaging, and price. In addition, initial laboratory validation confirmed that the product is composed of safe, organic ingredients with antibacterial properties, ensuring its suitability for regular use.
The results revealed a high level of consumer awareness (weighted mean = 4.20) and acceptance (weighted mean = 4.15), indicating strong purchase intention driven by convenience, affordability, and effectiveness. Furthermore, product quality (4.50) and price (4.30) were identified as the most significant factors influencing purchasing decisions. Financial analysis demonstrated that the proposed business is viable, with favorable profit projections and the potential for early break-even.
The findings suggest that Baylieves is both a feasible entrepreneurial venture and a practical solution for improving hygiene accessibility. The study highlights the potential of innovative, no-rinse hygiene products in promoting public health and supporting local economic development.
JGB 2052
“Gen Z and Circular Fashion”
Mary Julie V. Balarbar / Read Full Paper
Keywords
Gen Z, circular fashion, sustainable fashion, ukay ukay
Abstract
When the author went to New York City in 2024, my daughter, a gen Z, met up with her friends and their moms at the Lower East Side. Little did we know that this area located in downtown of New York is an area packed with thrift stores. It is a place where you'll find shops from vintage to premium luxury consignments.
Together with the other moms, we hang out at a nearby café while our daughters spent the afternoon store hopping and shopping. My daughter came to the café and even showed me a picture of a bag she thought I would like and I ended up buying it. So is this just a passing trend or are Gen Z’s really into circular fashion?
Two hundred Gen Zs were the respondents of a survey who live in Metro Manila and nearby provinces. Some of the respondents are students while others are already working. There were more female than male who answered the survey which was conducted online through various group chats.
The Philippine Gen Z fashion scene is a blend of global trends and local, conscious choices, making it a dynamic and evolving landscape. They are known to support sustainable brands. Their knowledge of circular fashion is accurate, using clothes as long as can be, with recycling, reuse, repair and upcycling.
In the seven forms of sustainability, what Gen Zs practice the most are choosing companies that practice fair and ethical processes, use of green and clean manufacturing systems and buying of second hand and vintage clothing. Therefore, adoption of more sustainable practices can be improved with the aid of retailers/ brand and government.
Gen Zs need to see and experience sustainable practices from the top two local retailers – Bench and Penshoppe. These companies have sustainable efforts however awareness for them can be improved by proper communications and layout in stores, extending more sustainable products to other categories and using events, influencers in making noise particularly social media. Government can also play a role in incentivizing sustainable processes and procurement.
JGB 2057
“Hospitality Education and Workforce Outcomes: Assessing Graduate Employability and Job Satisfaction through a Tracer Study”
Kaye Chastine C. Roldan, Virgilia J. Arispe PhD, Joan Valerie G. Javier PhD, Angie Lyn T. Lazaro LPT MAT / Read Full Paper
Keywords
Graduate Employability, Tracer Study, Hospitality Management, Job Satisfaction, Tourism Education
Abstract
This study aimed to assess the employability status and employment satisfaction of Bachelor of Science in Hospitality Management graduates from a local college in the province of the Philippines. The research examined employment rates, job alignment with academic training, and satisfaction with the relevance of the curriculum.
A descriptive-quantitative tracer study design was utilized. Data were collected through a structured online survey administered to graduates from the identified academic years. The instrument gathered information on demographic profile, employment characteristics, job relevance, and satisfaction indicators. Descriptive statistics such as frequency, percentage, mean, and ANOVA were used to analyze the data.
Results indicate a high employment rate among graduates, with the majority employed within six months after graduation. Most respondents reported employment in hospitality-related industries such as hotels, food and beverage establishments, and tourism enterprises. Graduates expressed moderate to high levels of job satisfaction, particularly in areas related to skill utilization and workplace adaptability. However, concerns were noted regarding salary competitiveness and career advancement opportunities.
Findings suggest that the Hospitality Management program effectively prepares students for industry employment, while highlighting areas for curriculum enhancement and stronger industry linkage initiatives. The results may guide institutional planning, curriculum review, and strategic partnerships to improve graduate outcomes.
JGB 2058
“Determining the Level of Knowledge, Practices, and Challenges of Tarlac City's Disaster Risk Reduction and Management for Program Improvements”
Shelly Ann M. Samoy & Dr. Guillermina C. Vizcarra / Read Full Paper
Keywords
disaster risk reduction and management, level of knowledge, practices, challenges, Tarlac City
Abstract
This descriptive-evaluative-comparative and quantitative research design determined the level of knowledge, practices, and challenges of Tarlac City’s Disaster Risk Reduction and Management for program improvements. The respondents include Tarlac City’s Disaster Risk Reduction and Management Council (CDRRMC) members, Local Government Unit (LGU) employees, and community residents. Purposive, stratified random, and multi-stage sampling technique were used for the three group of respondents, respectively. The data gathered were analyzed using weighted mean, ANOVA, and Tukey HSD. Findings show that respondents Agree (A) on their level of knowledge in Preparedness, Response Effectiveness, Mitigation, and Recovery. They also Agree (A) on the practices applied for DRRM program effectiveness in terms of Preparedness, Response, Mitigation, and Recovery. Additionally, respondents Agree (A) on the challenges in DRRM implementation, in terms of Recovery and Rehabilitation, Community Resilience and Vulnerability Reduction, and Sustainability and Long-Term Impact. There was a significant difference in the level of knowledge and practices in terms of category, educational attainment, and training. There was no significant difference in challenges based on profile. The findings suggest that respondents have adequate knowledge and practices in DRRM, however, existing challenges indicate the need to strengthen implementation, community resilience, and sustainable disaster management strategies.
JGB 2060
“Green Governance in General Santos City: A Quantitative Assessment Toward a Blueprint for Sustainable Urban Environmental Management and Real Estate Development”
Michael Tjioe Ang / Read Full Paper
Keywords
Green governance, sustainable urban development, environmental management, real estate development, General Santos City
Abstract
This study quantitatively assessed the state of green governance in General Santos City, Philippines, focusing on policy alignment, stakeholder engagement, and interagency coordination. A descriptive‑correlational design was employed with 395 respondents from three stakeholder groups: environmental planners (PIEP SoCCSKSarGen Chapter, n=275), real estate practitioners (PAREB GenSan Real Estate Board, n=50), and graduate students (MSU Sustainable Development Studies Program, n=70). A researcher‑developed survey instrument based on green governance literature and aligned with SDGs 11 and 13 was utilized, demonstrating excellent reliability (Cronbach’s α = .991). Data were analyzed using means, t‑test, ANOVA, and Pearson’s correlation coefficient at α = 0.05. Results indicated that foundational green governance structures were established, with policy alignment rated as “Aligned” across sectors (means: 2.50–3.29). Stakeholder engagement mechanisms existed but showed weak correlations with sustainability outcomes (r ≈ 0.11). Interagency coordination was rated “Coordinated” to “Highly Coordinated” (means: 2.96–3.50). However, significant challenges persisted, including financial constraints (means: 2.50–2.79), infrastructure gaps (means: 3.04–3.33), and enforcement weaknesses (means: 3.06–3.42). No significant differences were found across demographic groups (p > .05), but strong correlations emerged between governance principles and challenges (r = 0.714 to 0.802, p < .001). The study concluded that General Santos City possesses the necessary policy architecture but lacks the institutional capacity and collaborative processes to fully implement green governance.
JGB 2061
“Sustainable Leadership in the Academe: Appropriate Leadership Approaches of Administrators as Perceived by Faculty Members of a Management School in Manila”
Angelica Guardian, John Evan Miguel & Jane Annalyn Sy / Read Full Paper
Keywords
HEI leadership, succession, sustainability, management school
Abstract
This study examines the leadership approaches utilized by academic administrators in a higher education institution (HEI) in Manila, with particular focus on program chairpersons and their role in developing future academic leaders. Leadership is recognized as a critical factor influencing institutional effectiveness, faculty engagement, and long-term sustainability in higher education. Prior research suggests that inadequate leadership experience among academic administrators may negatively affect institutional performance and continuity (Shet et al., 2022).
Descriptive statistics were used to analyze the data and identify prevailing leadership practices within the institution.Findings indicate that leadership approaches characterized by collaboration, ethical practice, and support, particularly transformational, democratic, authentic, and servant leadership, are perceived as essential competencies for academic administrators.
These approaches were associated with increased faculty engagement, mentoring, and capacity-building opportunities that support leadership succession. Transactional leadership was also found to enhance motivation through reward-based systems (Sarinah et al., 2020), while servant leadership contributed to improved career satisfaction (Udin, 2024).
Overall, the study highlights the importance of adaptive and values-driven leadership approaches in strengthening institutional resilience and supporting sustainable development in higher education.
JGB 2062
“Collaborative Pathways: Exploring Industry-Academia in Hospitality Management Program in the Province of Albay”
Justin M. Longaza / Read Full Paper
Keywords
Industry–Academia Collaboration, Hospitality Management, Employability, Curriculum Alignment, Work-Integrated Learning
Abstract
Industry–academia collaboration plays a crucial role in aligning hospitality education with evolving industry demands. This study examined the status, impact, and challenges of collaboration between higher education institutions (HEIs) offering Hospitality Management programs and hospitality industry stakeholders in the Province of Albay, Philippines. Using a descriptive–correlational research design, the study assessed collaboration along three dimensions: curriculum alignment, faculty immersion, and industry partnerships. It further evaluated the impact of collaboration on student preparedness, competency development, career readiness, and employability. Results indicated that collaboration practices were generally present and perceived as effective, particularly in enhancing student competencies and career readiness. However, several structural challenges were identified, including weak enforcement of partnership agreements, limited faculty immersion, insufficient knowledge-sharing mechanisms, and sustainability concerns in collaborative initiatives. Correlational analysis revealed significant relationships between the status of collaboration and student outcomes. Based on these findings, an Industry–Academia Collaboration Framework was proposed to institutionalize partnerships through curriculum alignment, faculty and student industry immersion, and strategic partnerships supported by sustainable collaboration mechanisms. The framework aims to strengthen collaboration sustainability, enhance curriculum relevance, and improve industry-aligned training for Hospitality Management students in Albay. The study contributes to hospitality education research by providing a context-specific model that supports workforce development and strengthens regional tourism and hospitality sectors.
JGB 2064
“Campus Environmental Quality and Student Well-Being: Assessing the Need for Green Decompression Spaces in a Philippine Higher Educational Institution”
Jane Annalyn F. Sy, & Niel Andrew F. Ang / Read Full Paper
Keywords
green decompression space; campus environmental conditions; restorative environments; sustainable campus environments; human capital development
Abstract
Higher educational institutions play a critical role in human capital development, yet rising levels of academic stress among students highlight the need for learning environments that better support psychological well-being. Increasing attention has been placed on the role of campus environmental quality, particularly access to restorative outdoor spaces, in shaping student comfort, recovery, and the overall learning experience.
Utilizing a cross-sectional survey design (N=157), this study examines the relationship between perceived environmental comfort, academic stress, and the demand for restorative outdoor environments referred to as a green decompression space (GDS). Survey results indicate that 86.6% of respondents expressed strong support for the development of dedicated green spaces for relaxation, informal learning, and studying between classes. These results suggest a mismatch between the recognized benefits of restorative environments and the current provision of accessible green spaces on campus.
As part of a larger research study, this first phase establishes an empirical baseline for understanding the relationship between campus environmental conditions and student well-being, providing evidence that may inform future spatial planning and policy interventions on the development of a green decompression space within a higher education campus.
Abstract
The study
JGB 2068
“Product Quality and Service Quality as Determinants of Brand Equity: Evidence from Premium and Local Coffee Shop Brands in the Philippines”
Gerald S. Sapinoso, MBA / Read Full Paper
Keywords
product quality, service quality, brand equity, quality management, coffee shops
Abstract
This study examines the effects of quality management (product quality and service quality) on brand equity among coffee shop brands operating in the Philippines. While previous research has frequently linked quality management to customer satisfaction and retention, fewer studies have investigated how quality dimensions contribute directly to brand equity. Drawing on established quality management theory and brand equity frameworks in marketing literature, this study evaluates the relative influence of tangible product attributes and experiential service interactions on consumer-based brand equity. A quantitative research design was employed using structured survey questionnaires administered to Generation Z consumers aged 18–28 years, representing a customer segment in selected areas of Manila, Cavite, and Laguna. A total of 387 valid responses were collected and analyzed using descriptive statistics, correlation, and regression analysis (JASP). The results indicate that both quality management dimensions significantly influence brand equity across both premium and local coffee shop brands. For premium brands, product quality (β = 0.593, p < .001) and service quality (β = 0.535, p < .001) demonstrate relatively balanced contributions to brand equity. In contrast, product quality shows a stronger influence among local coffee shop brands (β = 0.760, p < .001) compared to service quality (β = 0.442, p < .001). Findings further confirm that both product and service quality significantly drive brand equity, with product quality exerting stronger influence among local brands. While premium brands benefit from both product and service excellence, local coffee shops may rely more heavily on product performance to strengthen brand perceptions and competitiveness.
JGB 2069
“Innovative Use of Sambong (Blumea Balsamifera) Leaf Extract: Development of a Natural Mosquito Repellent Scented Candle”
Cariño, Irish A., Dorongon, Dana Angela A., Guiruela, Angelo P., Redota, Fatima M. Saranillas, Diane Mae A., Tablada, Jessa Mae G. / Read Full Paper
Keywords
Blumea Balsamifera, Scented Candle, Natural Mosquito Repellent, Consumer Perception, Product Development
Abstract
Tropical nations like the Philippines, mosquito-borne illnesses continue to be a serious global public health concern. From January to June alone, approximately 123,000 dengue cases, with at least 437 dengue related deaths, most of which occurred among children. As a result, the use of potentially hazardous insect repellents – electric vaporizers, coils, sprays, and lotions have increased. While scented candles are highly in demand – for home decor and establishments to create an atmosphere, reduce stress, and enhance mood, they generally lack practical uses beyond its aesthetics and ambiance. This study established sustainable and functional use for Sambong leaves and scented candles by developing a dual-purpose product – scented and repellent.
Using a quantitative descriptive research design, this study gathered data from 302 respondents residing in San Pedro, Laguna through a structured survey questionnaire. The demographic results revealed that majority of our respondents lives in mosquito prone areas (93.4%), are females (74.1%) ages 19-28 years old (88.6%) from barangay Langgam (41.7%). These findings helped identify the potential target market for the product.
The results suggest that the sambong – infused mosquito repellent scented candles are a promising product with potential for personal, outdoors or household use in mosquito prone areas, offering a safe, plant-based alternative to chemical repellents. Further studies are recommended to evaluate its mosquito repellent efficacy under experimental conditions.
JGB 2070
“Multi-Temporal Web Mining Analysis About USC As An Academic Institution Using Machine Learning Algorithms”
Siobhan Leonor, & Joshua Jacques Anthony Juinio / Read Full Paper
Keywords
Sentiment Analysis, Multi-Temporal Analysis, Social Media Mining, RoBERTa, ARIMA
Abstract
Social media has become one of the main spaces where people share their opinions about institutions, including universities. This study examines how the public perceives the University of San Carlos (USC) through a multi-temporal sentiment analysis of social media data collected between 2020 and 2025 from Facebook, X (Twitter), Threads, and Reddit. Posts and comments written in English, Filipino, and Cebuano — including code-switched content — were gathered through targeted keyword searches, then cleaned and translated with expert verification to preserve the original sentiment. The pre-trained cardiffnlp/twitter-roberta-base-sentiment-latest model, a Small Language Model (SLM) fine-tuned on approximately 124 million tweets, was used for zero-shot sentiment classification and contextual feature extraction. Using feature-based transfer learning, the 768-dimension embeddings extracted from RoBERTa's final hidden layer were used to train two downstream classifiers — Random Forest and Support Vector Machine (SVM) — both achieving over 91% accuracy. Sentiment was analyzed across five institutional dimensions: Academic Quality, Institutional Performance, Infrastructure and Facilities, Internationalization, and Student Support Services. A Weighted Sentiment Signal derived from RoBERTa's confidence scores was then used for Time Series Analysis through STL Decomposition and ARIMA modeling, which revealed long-term trends, recurring seasonal patterns, and event-driven fluctuations. The results show that this framework can be applied to multilingual, code-switching-aware sentiment monitoring across academic institutions more broadly.
JGB 2071
“A Comparative Analysis of the Performance of Machine Learning Models for the Philippine Stock Exchange Composite Prediction Based on Macroeconomic Indicators using ARIMAX, GRNN, and LSTM”
Mary Coleen Dominique Cayco, Russel Gabriel Cabrera, Jerrett Varick Castro, Jared Ishmael Cruz, & Beata Maria De Ocampo / Read Full Paper
Keywords
Stock market forecasting, PSEi, Time series analysis, Emerging market
Abstract
The study … Forecasting stock markets in emerging economies such as the Philippines requires models that account for both linear patterns and interactions with macroeconomic variables. This study compares three approaches—Autoregressive Integrated Moving Average with Exogenous Variables (ARIMAX), General Regression Neural Network (GRNN), and Long Short-Term Memory (LSTM) models—for predicting the Philippine Stock Exchange Index (PSEi) using inflation, interest rates, money supply, and exchange rates as predictors. Monthly data from 2002 to 2024 were analyzed using the Kalman filter to interpolate monthly data to a daily frequency for machine learning applications. The models’ performances were assessed using Mean Squared Error (MSE), Root Mean Squared Error (RMSE), Mean Absolute Error (MAE), Mean Absolute Percentage Error (MAPE), and the Diebold-Mariano test for statistical significance. Among the four macroeconomic indicators, exchange rate and inflation demonstrated statistically significant inverse and direct relationships with the PSEi, respectively. The GRNN model was most effective at capturing the non-linear relationship between PSEi returns and macroeconomic variables in emerging markets. The study addresses the research gap in the limited application of machine learning in the Philippine context and contributes to SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure) by promoting financial stability through advanced predictive modeling.
JGB 2075
“Roles and Performance of Senior High School Coordinators in the Schools Division of Albay: Basis for Policy Formulation”
Gerald B. Bequio / Read Full Paper
Keywords
SHS Coordinators, Schools Division of Albay, Instructional Leadership, Perception Gap, Administrative Performance
Abstract
This study evaluated the roles and performance of Senior High School (SHS) Coordinators in the Schools Division of Albay across six domains: Curriculum Planning, Instructional Supervision, Teacher Support, Policy Implementation, Monitoring and Evaluation, and Collaboration. Using a quantitative, descriptive-inferential design, data were collected from school heads, coordinators, and teachers via structured surveys and analyzed using weighted means and a One-Way ANOVA. Findings revealed an overall "Outstanding" performance rating. However, a significant perception gap emerged: while school heads and coordinators rated performance near-perfectly, teachers provided significantly lower assessments. Inferential analysis yielded computed F-values of 198.56 for role assessment and 309.53 for performance level, both exceeding the tabular F-value of 3.68 at the .05 level of significance. Consequently, the null hypotheses were rejected, confirming a statistically meaningful discrepancy between management and the teaching faculty. The study concludes that while SHS coordinators effectively serve as administrative anchors and compliance officers, there is a critical need to transition toward a transformational instructional leadership model. Key recommendations include institutionalizing specialized instructional coaching tracks, implementing 360-degree feedback mechanisms, and reviewing coordinator workloads to prioritize downward pedagogical support over upward bureaucratic reporting. These findings serve as a strategic basis for localized policy formulation.
Abstract
The study
Abstract
The study
JGB 2079
“Effectiveness of Marketing Communication Strategy on Sales of Native Handicrafts in Davao City”
Raizah I. Anggalan, Jhon Adrian S. Hingpit, Janine Sato Betonio, Teodita C. Iranon & Cycris Pedrosa / Read Full Paper
Keywords
Marketing Communication Strategy, Native Handicrafts, Sales, Artisans
Abstract
This study explored the effectiveness of marketing communication strategy on sales of native handicrafts in Davao City. It focused on identifying which dimensions of marketing communication strategies, such as collaboration, customer feedback, sales promotion, advertising, product knowledge, and public relations, effectively enhanced the sales of native handicrafts. A quantitative research design was employed, using Exploratory Factor Analysis (EFA) by Principal Component Analysis (PCA) to uncover the underlying dimensions of these strategies. Data were collected through structured survey questionnaires administered to 100 purposively selected artisans and handicraft sellers actively engaged in the handicraft industry. The findings revealed that the dimensions of marketing communication strategy significantly influenced sales and contributed to the improvement of marketing practices among artisans and handicraft sellers. Findings further revealed the new dimensions, particularly community engagement and promotional tie-up, which emerged as factors that enhanced market visibility and customer interest. The study indicated that integrating these strategies strengthened the marketing approach of local handicrafts and suggested that improving communication strategies and partnerships with communities and organizations increased sales opportunities while supporting the sustainability of the local handicraft industry.
JGB 2080
“The Adaption of Electric Bikes as a Mode of Transportation in Davao City”
Annekah A. Napoles, Christian A. Cagalitan, Teodita C. Iranon & Jesthony L. Ocaleña / Read Full Paper
Keywords
Electric bikes, adaption, customer satisfaction, product characteristics, sustainable transportation
Abstract
This study entitled, “The Adaption of Electric Bikes as a Mode of Transportation in Davao City,” examined how product characteristics and socio-demographic profile influence the adaption of electric bikes and customer satisfaction. Despite of increasing interest in sustainable transportation worldwide, the adaption of electric bikes is still limited due to concerns about price, safety, and infrastructure. A quantitative research design was employed using a structured survey questionnaire distributed to 150 electric bike owners and users in Davao City through purposive sampling. Statistical tools including frequency and percentage, mean, standard deviation, ANOVA, t-test, Pearson’s correlation, and Significance Testing (p-value) were used to analyze the data. Findings revealed that the respondents have a high level of satisfaction with electric bikes. No significant differences were found in customer satisfaction across socio-demographic groups, indicating that e-bike acceptance is consistent among users regardless of background. Furthermore, correlation analysis showed a moderate and significant positive relationship between product characteristics and customer satisfaction, suggesting that improvement in e-bike features can enhance user satisfaction and encourage wider adaption.
JGB 2081
“Factors Influencing Brand Switching Intention in Cosmetics Among Gen Z within NCR: The Moderating Role of Affective Commitment and Habit”
Jeromia G. Angel, Charlene O. Co
Lyzza Shane L. Del Rosario, Marianne Zeth M. Frias
Antonio E. Etrata Jr., Ph.D., & Nancy R. Macapagal, MA / Read Full Paper
Keywords
Brand Switching Intention, Perceived Brand Transparency, Perceived Brand Ethicality, Affective Commitment, Habit
Abstract
Despite increasing scrutiny of ethical and sustainable sourcing in the cosmetics industry, complex global supply chains and consumer behavior, particularly among Gen Z in the Philippines, suggest that ethics play a reinforcing rather than primary role in brand choice. However, it is unclear why preferences for ethical and transparent cosmetic brands do not consistently translate into brand-switching intentions that may reduce the effectiveness of ethical consumption initiatives. Therefore, this study examined the influence of perceived brand transparency and ethicality on brand-switching intentions, with the moderating roles of affective commitment and habit. Quantitative descriptive–correlational design with non-probability sampling was employed. Data were analyzed using PLS-SEM and multinomial logistic regression to examine relationships among the variables. Results indicate that certain dimensions of brand transparency significantly influence switching intentions. Clarity was found to increase switching intention, while objectivity reduced it. In contrast, perceived brand ethicality did not significantly influence switching intention; instead, habit emerged as the strongest and most consistent predictor of switching behavior and strengthened loyalty when transparency was perceived as objective. Affective commitment also significantly moderates the relationship between the objectivity of brand transparency and switching intention, indicating that the effect of objective transparency on switching intention may depend on consumer’s attachment level to the brand. Overall, findings suggest that although Filipino Gen Z consumers value transparency and ethical brand practices, their switching intentions are influenced strongly by established habits and emotional attachments than by brand attributes alone.
Abstract
The study
JGB 2084
“Exploring The Potential Of Lakatan (Musa Acuminata) As Low-Sodium and Dual-Purpose Condiment: A Banana-based Powder Flavoring ”
VeraJane Acueza, Angelica Albuera, Jorina Corre, Lea Lim, LJ Sarsonas, Ma. Nikka Pauline Taboldan / Read Full Paper
Keywords
Lakatan (Musa Acuminata), Flavona, Natural Flavor, Synthetic Traditional Flavor, Health Conscious Individuals
Abstract
This study assesses the consumer interest and its potential demand to determine the market acceptability of the dual-purpose product that is a plant-based powder flavoring and can turn into instant sauce without the need of cooking while being a healthier condiments alternative derived from Musa Acuminata, within San Pedro Laguna. The research addresses the Filipino’s alarming consumption of high-sodium condiments and sauces that is the main cause of cardiovascular diseases, the leading cause of death even globally having 1.89 million deaths each year. Using non-probability convenience sampling, the respondents consisted of 384 individuals residing in San Pedro, Laguna focusing on 18 to 65 years old, representing a broad segment of the population who are likely to use condiments and seasoning products in their daily food preparation. This study applied a descriptive research design, a quantitative method, utilizing frequency distribution, weighted mean, and ranking to assess consumer interest and potential demand. The study concludes that the Musa Acuminata formulation is market acceptable, has potential demand and is a sustainable tool for the community.
Abstract
The study
JGB 2086
“Culinary Heritage Preservation and Food Promotion in an Emerging Urban Gastronomy Destination: Evidence from Marikina City, Philippines ”
John Brienford Calunod / Read Full Paper
Keywords
Culinary heritage, urban gastronomy, food preservation, gastronomic tourism, cultural sustainability
Abstract
The historic culinary culture of cities is increasingly facing the risk of losing its cultural value due to urbanization, changing lifestyles, and the growth of global food systems. In Marikina city traditional dishes such as Everlasting, Waknatoy and Putong-Pulo, remain culturally significant but are not adequately integrated in preservation and tourism strategies. This study examines how Marikina preserve and promotes traditional food dishes and their role in the development of a food gastronomy program.
The study employs descriptive quantitative research design involving 400 respondents in Marikina City. Data were collected using survey questionnaire measuring preservation through emotional connection, knowledge transmission, digital engagement, and narrative building, as well as promotion though awareness, interest, desire, and action.
The findings demonstrate that respondent’s strong emotional attachment and cultural awareness of traditional food, however lower level of action highlight a gap between awareness and active participation. Significant differences were observed across demographic groups, while regression results identify emotional connection as predictors of food promotion.
This study contributes empirical evidence on the role of cultural and behavioral factors in sustaining culinary heritage within an urban context. The study recommends a city-wide food gastronomy program to strengthen the preservation of culinary traditions, enhancement of community engagement and support sustainable tourism through culinary education, documentation of traditional food practices, as well as collaboration between multiple stakeholders.
JGB 2087
“Leveraging E-Governance in Selected Cities in the National Capital Region Towards Improved Public Service Delivery”
Crisanto E. Chua / Read Full Paper
Keywords
e-governance; local government; public value; service delivery; sustainable urban governance
Abstract
Local governments in the National Capital Region (NCR) have expanded e-governance platforms to improve public service delivery, yet city-level evidence on how these systems create public value and support more competitive, sustainable urban governance remains limited. This study examines citizens’ awareness, utilization, perceived service outcomes, and access barriers in Quezon City, Makati City, and Pasig City using a convergent mixed-methods design. Survey data were collected from 1,202 respondents across the three local government units (Makati = 401; Pasig = 401; Quezon City = 400), complemented by thematic analysis of open-ended responses. Awareness of LGU online platforms was nearly universal (99.6%), while 66% reported actual use. Perceptions of e-services were strongly positive across convenience, speed or efficiency, transparency, ease of use, and engagement. Pasig City consistently obtained higher ratings on key dimensions (p < .001), although the magnitude of these differences appears practically modest. Despite favorable evaluations, 61% of respondents agreed that barriers to access still persist. Users reported significantly higher awareness of barriers than non-users, and qualitative findings highlighted connectivity problems, usability issues, downtime, slow processing, digital literacy gaps, and security concerns. The findings indicate that e-governance is widely associated with improved service delivery, but public value gains remain uneven unless supported by reliability upgrades, citizen-centered design, assisted digital channels, and inclusion-sensitive performance monitoring. The study contributes comparative evidence from Metro Manila and shows how local digital government can advance not only administrative responsiveness but also trust, transaction efficiency, and the institutional conditions that underpin sustainable urban competitiveness.
JGB 2088
“No more ipon for iPhones: A Study on the Right to Repair Smartphones in the Philippines”
Atty. Jan Raphael Salud & Allen Iverson G. De Guzman / Read Full Paper
Keywords
Right to Repair, planned obsolescence, consumer protection, intellectual property, Philippines.
Abstract
Smartphones have become an essential staple in the lives of millions of Filipinos. Evolving far beyond simple tools for communication, they now serve as daily sources of entertainment, reliable navigation aids, and indispensable platforms for commercial transactions. Consequently, despite their steadily increasing costs, the demand for smartphones in the Philippines remains unwavering. However, like most electronic devices, smartphones have a finite lifespan. Many manufacturers actively restrict repair access; for example, iPhones contain components that can only be repaired or replaced by the manufacturer or authorized dealers using proprietary parts. This renders official repairs prohibitively expensive, forcing consumers to either rely on unauthorized third-party services or purchase entirely new devices altogether. This paper examines the legal landscape surrounding smartphone repairability in the Philippines, analyzing gaps in consumer protection and intellectual property laws that enable manufacturers to restrict repair access. Employing doctrinal legal research, the study explores why past legislative proposals—specifically Senate Bill No. 1481 (Series of 2022)—failed to pass. Furthermore, the paper conducts a comparative analysis between the Philippine legal framework and the New York Digital Fair Repair Act, culminating in a proposed framework for a Philippine "right to repair" law. The study finds that while the Consumer Act protects against defective products, it remains completely silent on post-warranty repairability. Consequently, the independent repair sector operates in a regulatory gray area despite serving millions of consumers. Ultimately, the paper concludes that a carefully crafted right to repair law is both necessary and feasible, offering concrete recommendations for legislative action.
JGB 2089
“Developing Globally Competitive Institutions through Organizational Culture: The Four-Step Organizational Culture Development Intervention (OCDI) Framework”
Dr. Gerald S. Abergos / Read Full Paper
Keywords
Organizational Culture; Organizational Development; Leadership Development; Cultural Alignment; Institutional Capacity Building
Abstract
Organizations operating in an increasingly globalized environment face complex challenges driven by rapid technological change, cross-cultural engagement, and evolving stakeholder expectations. While institutions continue to invest in strategic planning, infrastructure, and digital transformation, the role of organizational culture in sustaining long-term performance remains underdeveloped. Organizational culture shapes how individuals interpret institutional goals, collaborate with stakeholders, and respond to dynamic environments. When aligned with leadership values and institutional mandates, culture becomes a critical driver of innovation, accountability, and service excellence. However, many organizations experience a persistent gap between espoused values and enacted practices, limiting their effectiveness and long-term sustainability.
This challenge is particularly evident within the Asia-Pacific Region, where disparities in trade training and promotion capabilities constrain the region’s collective competitiveness. In response, ATIFTAP envisions all countries in the region developing strong and globally competitive trade training and promotion institutions that derive their strength from a dynamic and interconnected regional network. Achieving this vision requires not only structural and policy reforms but also the deliberate cultivation of organizational culture as a foundation for institutional capability and regional cooperation.
This paper introduces the Four-Step Organizational Culture Development Intervention (OCDI) as a structured framework for translating institutional values into measurable behaviors and sustainable organizational practices. Using a conceptual and developmental research approach, the study integrates insights from leadership theory, organizational culture research, and organizational development literature to construct a sequential model for culture transformation. The OCDI framework consists of reaffirmation, redefinition, formulation, and retooling, providing a systematic pathway for aligning values, performance systems, and professional development initiatives.
By aligning organizational culture with both national objectives and regional aspirations, the framework supports the development of institutions capable of contributing to a cohesive Asia-Pacific network. The study positions culture as a strategic enabler of institutional excellence, regional integration, and sustained global competitiveness.
JGB 2090
“Developing Global Entrepreneurial Competence in Higher Education: A Conceptual Framework for Integrating the Entrepreneurship Development Framework (EDF) Into the General Education Course “The Entrepreneurial Mind””
Rommel G. Ramos & Dr. Gerald S. Abergos / Read Full Paper
Keywords
Entrepreneurship Education, Experiential Learning, Design Thinking, Lean Startup, Entrepreneurial Mindset, Higher Education, Entrepreneurship Development Framework
Abstract
Entrepreneurship education has become an essential component of higher education as universities seek to prepare students for participation in a rapidly changing global economy. However, entrepreneurship instruction in many institutions remains dominated by theoretical discussions and business plan preparation, which may limit students’ opportunities to develop practical entrepreneurial competence.
This paper proposes the Entrepreneurship Development Framework (EDF) as a conceptual instructional model designed for integration into the collegiate general education course “The Entrepreneurial Mind”.
The framework is grounded in three complementary theoretical foundations: Lean Startup methodology, Design Thinking, and Experiential Learning Theory. These perspectives are synthesized into a structured learning sequence consisting of four developmental stages: Customer Development, Product Development, Business Development, and Enterprise Development.
This paper presents the theoretical basis, structure, and expected educational outcomes of the EDF as a conceptual framework intended to guide experiential entrepreneurship instruction for students from diverse academic disciplines including engineering, information technology, health sciences, liberal arts, and business. The proposed model aims to support the development of entrepreneurial mindset, opportunity recognition, innovation capability, and practical venture experimentation.
The study contributes to ongoing discussions on innovation-oriented pedagogy in higher education by offering a structured framework for experiential entrepreneurship education applicable to interdisciplinary general education courses.