Green Marketing, Business Sustainability and Marketing Practices of Selected Small and Medium Enterprises (SMEs) in Muntinlupa City

Abstract

This descriptive-correlational study aimed to determine the green marketing, business sustainability, marketing practices and profitability of selected Small and Medium Enterprises (SMEs) in Muntinlupa City, Philippines and compare the significance of each variable in the context of business profitability. The findings of the study revealed that Small and Medium Enterprises (SMEs) in Muntinlupa City are engaged in green marketing initiatives and business sustainability practices while moderately involved in the whole gamut of marketing activities. SMEs in Muntinlupa City, are likewise earning a generous income making their business profitable. The results of the study showed that Small and Medium Enterprises (SMEs) engaged in green marketing initiatives using marketing strategies have a better chance of improving their business sustainability practices which can result in business profitability. Further results revealed that promotion of products and services, engaging in green technology, social approval and support, using renewable energy and recyclable resources were significant predictors of business profitability. Three hundred one (301) Small and Medium Enterprises (SMEs) from Muntinlupa City have completed the survey. The study calls for Small and Medium Enterprises (SMEs) to continuously adapt marketing strategies and engage in green marketing initiatives and sustainability business practices that contribute to long-term business profitability. It was noteworthy to mention that green marketing initiatives and business sustainability practices are becoming a norm among Small and Medium Enterprises (SMEs) in Muntinlupa City not only in contributing to the economic development of the city at the same time, preserving the environment for future generations of entrepreneurs.