Home⇛Psychology and Education: A Multidisciplinary Journal⇛vol. 20 no. 10 (2024)

Green Marketing and Corporate Social Responsibility as Predictors of Environmental Awareness among Small and Medium Enterprises

Queenie Rocacorba | Kyle Sardena | Kyla Monique Shane  Villarin | Helaria Carmona | Ronald Almagro

Discipline: business and management (non-specific)

 

Abstract:

One of the most significant challenges facing stakeholders is the recognition of environmental awareness, particularly in small and medium enterprises (SMEs). The researchers identified the factors influencing environmental awareness among small and medium enterprises in Davao del Norte. The study adopted a descriptive-correlational research design to determine the level of green marketing and corporate social responsibility contributing to environmental awareness. Through stratified random sampling, three hundred respondents were selected. Numeric data were collected using an adapted and validated instrument. The results revealed a very high level of green marketing, as indicated by its components: strategy, internal marketing, product, and marketing presentation. Additionally, the attributes of corporate social responsibility, including corporate governance, corporate commitment, social contribution, and environmental protection, showed a very high level among SME owners. The correlation analysis indicated a significant relationship between green marketing and environmental awareness, as well as between corporate social responsibility and environmental awareness. Regression analysis further demonstrated that both independent variables significantly influence environmental awareness within the SMEs. This suggests that improvements in green marketing and corporate social responsibility lead to a higher level of environmental awareness among SME owners. Furthermore, SMEs can establish programs and events aimed at promoting sustainable practices. Such initiatives not only substantially benefit their business but also demonstrate environmental awareness, leading to a positive contribution to society.



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