Green Practices of Market Vendors in Talavera, Nueva Ecija: A Quantitative Analysis of Their Impact on Consumers

AUTHOR(S)

AGAPITO, RONA LEAH M. CACHO, CARL LAWRENCE G. FUENTES, RAMIL JR. V. MERCADO, NIEL IVAN N. DR. REYES, ROBERTO JR. V. DR. CAMPOS, ROMEO B. DR. TARUC,ROLLIEZA GRACE D. MALILAY, JOANE R., MBA.

ABSTRACT

——This study examined the implementation of green marketing practices among market vendors in Talavera, Nueva Ecija and analyzed their impact on consumer response. A descriptivecorrelational research design was utilized, with data collected from 184 market vendors through purposive sampling. The reliability of the research instrument was established through pilot testing, yielding Cronbach’s Alpha scores of 0.794 and 0.964, indicating high internal consistency. Findings revealed that vendors demonstrate a moderate to high level of implementation of green practices. Proper waste disposal obtained the highest weighted mean, indicating consistent application, while eco-friendly packaging was the least practiced, highlighting a key area for improvement. Other practices such as waste segregation, plastic reduction, and energy and resource conservation were implemented at moderate levels. In terms of consumer response, results showed generally positive perceptions, including buying behavior, customer satisfaction, environmental perception, purchase intention, and customer loyalty. Statistical analysis confirmed a significant relationship between green marketing practices and consumer responses. Significant differences were also observed when vendors were grouped according to their business profile. Overall, the findings served as the basis for developing a proposed sustainable marketing plan aimed at enhancing environmental responsibility and improving the competitiveness of market vendors. Keywords: Consumer Response; Green Marketing Practices; Market Vendors; Sustainability; Talavera Nueva Ecija