Impact of Green Marketing Strategies on Consumer Purchasing Decisions in the Philippine FMCG Retail Sector: A Structural Equation Modelling Approach
DOI:
https://doi.org/10.69569/jip.2026.179Keywords:
Green marketing, Fast-Moving Consumer Goods, Consumer purchasing decisions, Sustainability, Green marketing mixAbstract
Investigating the role of sustainability in consumer behavior, the present research examined the influence of green marketing strategies on purchase decisions in the fast-moving consumer goods (FMCG) retail sector in the Philippines, with particular attention to the mediating roles of perceived value, price sensitivity, and brand image. A quantitative, cross sectional explanatory design was employed, and data were collected from 355 household consumers who purchased FMCG products in selected modern-trade supermarkets via a structured survey questionnaire. The hypothesized relationships among the constructs were analyzed using Structural Equation Modeling (SEM) in a two-stage procedure that included measurement and structural model assessment. The results revealed that green marketing has a significant positive effect on purchase decisions, perceived value, price sensitivity, and brand image. Furthermore, perceived value, price sensitivity, and brand image significantly influenced purchase decisions and mediated the relationship between green marketing and consumer buying behavior. These findings highlight green marketing as a strategic approach that not only advances environmental responsibility but also strengthens consumer response and competitive advantage in the FMCG sector.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
JIP is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. Under the Open Access Policy, appropriate attribution can be provided by simply citing the original article.
