Abstract

Businesses today have been quick to adopt environmental management practices and implement green marketing strategies that focus on transforming such businesses to become eco-friendly entities. This research aimed at finding out how restaurants in Nueva Ecija use the concept of green marketing, and it examined its significant impact in their present undertakings. Furthermore, this research analyzed the green marketing strategies used by the restaurants and noted the challenges coupled in the implementation of such strategies. The respondents of the study were the owners/managers of fifteen (15) restaurants in Nueva Ecija. Survey questionnaire was the main instrument used by the researcher in conducting this study. The study revealed that the main reason for restaurant owners/managers on adopting green marketing strategies is to show their corporate social responsibilities. The top green marketing strategies practiced by the restaurants are the use of paper boxes in take-out orders and the minimal use of straws and plastic cups.However, the top challenge encountered by the restaurant owners/managers in adopting green marketing is primarily on the costs involved in implementing such strategies. The researcher recommended that each restaurant management should have a comprehensive marketing plan towards the effectiveness of implementing green marketing strategies.

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