Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective

Abstract

Green marketing is a growing concept connecting sustainable internal business operations and corporate social responsibilities. Hence, the study explored the green marketing practices of selected micro and small enterprises in Cavite, Philippines. The descriptive-causal research design was utilized, and the 20 legally-registered micro and small enterprises were purposively selected. MSEs in Cavite are dominated by sole proprietors with 1-9 employees, have an estimated asset size of Php3,000,000 or less, have been in operation for 1-3 years, and have an average monthly revenue of Php20,000 and below. They employ green marketing practices such as providing safe products and services, implementing more environment-friendly ways of pollution prevention, advertising green awareness and attraction, and utilizing vehicles that consume less energy. MSEs’ green marketing practices in production, packaging, advertising, and operation are highly effective, while distribution is less effective. Business profiles and MSE have no significant difference, excluding the difference between the number of employees and the perceived effectiveness of green marketing practices in terms of operation. MSEs faced difficulties in distribution due to safety protocols and lack of resources. Thus, the study recommends personalized marketing designs to engage wider customers and social-based marketing approaches to address diverse customer preferences.