{"id":"https://openalex.org/W7127055704","doi":"https://doi.org/10.32479/irmm.21752","title":"Green Marketing Strategies and Consumer Preferences: An Empirical Analysis of Pricing, Promotion, Packaging, and Labeling","display_name":"Green Marketing Strategies and Consumer Preferences: An Empirical Analysis of Pricing, Promotion, Packaging, and Labeling","publication_year":2026,"publication_date":"2026-02-01","ids":{"openalex":"https://openalex.org/W7127055704","doi":"https://doi.org/10.32479/irmm.21752"},"language":"en","primary_location":{"id":"doi:10.32479/irmm.21752","doi":"https://doi.org/10.32479/irmm.21752","is_oa":true,"landing_page_url":"https://doi.org/10.32479/irmm.21752","pdf_url":"https://www.econjournals.com/index.php/irmm/article/download/21752/9724","source":{"id":"https://openalex.org/S2764968517","display_name":"International Review of Management and Marketing","issn_l":"2146-4405","issn":["2146-4405"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310318345","host_organization_name":"EconJournals","host_organization_lineage":["https://openalex.org/P4310318345"],"host_organization_lineage_names":["EconJournals"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Review of Management and Marketing","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.econjournals.com/index.php/irmm/article/download/21752/9724","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5124714531","display_name":"Mark Francis R. Amarga","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Mark Francis R. Amarga","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5124738371","display_name":"Jereco D. Esmero","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Jereco D. Esmero","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5124712012","display_name":"Ni\u00f1a Lee Seri\u00f1o","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Ni\u00f1a Lee Seri\u00f1o","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5117785239","display_name":"Albert A. Alonzo","orcid":"https://orcid.org/0009-0009-2580-3321","observed_orcids":["https://orcid.org/0009-0009-2580-3321"]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Albert A. Alonzo","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5114652716","display_name":"Junaisah Nissi L. Degoma","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Junaisah Nissi L. Degoma","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5124746578","display_name":"Renz P. Aguhob","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I222344740","display_name":"Mindanao State University Naawan","ror":"https://ror.org/01f51gm92","country_code":"PH","type":"education","lineage":["https://openalex.org/I222344740","https://openalex.org/I354071399"]},{"id":"https://openalex.org/I354071399","display_name":"Mindanao State University","ror":"https://ror.org/026441d17","country_code":"PH","type":"education","lineage":["https://openalex.org/I354071399"]}],"countries":["PH"],"is_corresponding":false,"raw_author_name":"Renz P. Aguhob","raw_affiliation_strings":["Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Accountancy and Business Management, Mindanao State University at Naawan, Philippines","institution_ids":["https://openalex.org/I222344740","https://openalex.org/I354071399"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":300,"currency":"USD","value_usd":300},"apc_paid":{"value":300,"currency":"USD","value_usd":300},"fwci":8.0078,"has_fulltext":true,"cited_by_count":2,"citation_normalized_percentile":{"value":0.95309005,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":96},"biblio":{"volume":"16","issue":"2","first_page":"375","last_page":"383"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10880","display_name":"Environmental Sustainability in Business","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14055","display_name":"Consumer Packaging Perceptions and Trends","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10539","display_name":"Sustainable Supply Chain Management","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/green-marketing","display_name":"green marketing","score":0.9700000286102295},{"id":"https://openalex.org/keywords/consumer-preferences","display_name":"consumer preferences","score":0.8410000205039978},{"id":"https://openalex.org/keywords/green-products","display_name":"green products","score":0.8040000200271606},{"id":"https://openalex.org/keywords/sustainable-consumption","display_name":"sustainable consumption","score":0.722000002861023},{"id":"https://openalex.org/keywords/pricing","display_name":"pricing","score":0.746999979019165},{"id":"https://openalex.org/keywords/promotion","display_name":"promotion","score":0.968999981880188},{"id":"https://openalex.org/keywords/packaging","display_name":"packaging","score":0.9200000166893005},{"id":"https://openalex.org/keywords/environmental-labeling","display_name":"environmental labelling","score":0.7200000286102295},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.7590000033378601},{"id":"https://openalex.org/keywords/environmentally-friendly-products","display_name":"sustainable products","score":0.7720000147819519}],"concepts":[{"id":"https://openalex.org/C59345209","wikidata":"https://www.wikidata.org/wiki/Q384793","display_name":"Green marketing","level":2,"score":0.8503000140190125},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7746000289916992},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7064999938011169},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.663100004196167},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.5626000165939331},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.5507000088691711},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.45809999108314514},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.454800009727478},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.44290000200271606},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4341999888420105},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.41929998993873596},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.40779998898506165},{"id":"https://openalex.org/C2776542561","wikidata":"https://www.wikidata.org/wiki/Q271969","display_name":"Purchasing power","level":2,"score":0.38420000672340393},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.32019999623298645},{"id":"https://openalex.org/C552854447","wikidata":"https://www.wikidata.org/wiki/Q131201","display_name":"Sustainable development","level":2,"score":0.31790000200271606},{"id":"https://openalex.org/C2776822698","wikidata":"https://www.wikidata.org/wiki/Q23580735","display_name":"Green consumption","level":3,"score":0.3109999895095825},{"id":"https://openalex.org/C166052673","wikidata":"https://www.wikidata.org/wiki/Q83021","display_name":"Empirical evidence","level":2,"score":0.3052000105381012},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.2973000109195709},{"id":"https://openalex.org/C152877465","wikidata":"https://www.wikidata.org/wiki/Q208042","display_name":"Regression analysis","level":2,"score":0.29350000619888306},{"id":"https://openalex.org/C89785696","wikidata":"https://www.wikidata.org/wiki/Q2290753","display_name":"Theory of planned behavior","level":3,"score":0.288100004196167},{"id":"https://openalex.org/C2778136018","wikidata":"https://www.wikidata.org/wiki/Q10350689","display_name":"Predictive power","level":2,"score":0.2833999991416931},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.2824999988079071},{"id":"https://openalex.org/C2776770324","wikidata":"https://www.wikidata.org/wiki/Q477335","display_name":"Sustainable consumption","level":3,"score":0.2800999879837036},{"id":"https://openalex.org/C2993103297","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer awareness","level":2,"score":0.2685999870300293},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.2653000056743622},{"id":"https://openalex.org/C178008962","wikidata":"https://www.wikidata.org/wiki/Q295382","display_name":"Sustainable business","level":3,"score":0.2639000117778778},{"id":"https://openalex.org/C2781402841","wikidata":"https://www.wikidata.org/wiki/Q1259790","display_name":"Sales promotion","level":3,"score":0.259799987077713},{"id":"https://openalex.org/C59364581","wikidata":"https://www.wikidata.org/wiki/Q747810","display_name":"Questionnaire","level":2,"score":0.2574000060558319},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.2533999979496002}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.32479/irmm.21752","doi":"https://doi.org/10.32479/irmm.21752","is_oa":true,"landing_page_url":"https://doi.org/10.32479/irmm.21752","pdf_url":"https://www.econjournals.com/index.php/irmm/article/download/21752/9724","source":{"id":"https://openalex.org/S2764968517","display_name":"International Review of Management and Marketing","issn_l":"2146-4405","issn":["2146-4405"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310318345","host_organization_name":"EconJournals","host_organization_lineage":["https://openalex.org/P4310318345"],"host_organization_lineage_names":["EconJournals"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Review of Management and Marketing","raw_type":"journal-article"},{"id":"pmh:oai:oai.econjournals.com:article/21752","doi":null,"is_oa":true,"landing_page_url":"https://econjournals.com/index.php/irmm/article/view/21752","pdf_url":"https://econjournals.com/index.php/irmm/article/download/21752/9724","source":{"id":"https://openalex.org/S2764968517","display_name":"International Review of Management and Marketing","issn_l":"2146-4405","issn":["2146-4405"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310318345","host_organization_name":"EconJournals","host_organization_lineage":["https://openalex.org/P4310318345"],"host_organization_lineage_names":["EconJournals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2146-4405","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.32479/irmm.21752","doi":"https://doi.org/10.32479/irmm.21752","is_oa":true,"landing_page_url":"https://doi.org/10.32479/irmm.21752","pdf_url":"https://www.econjournals.com/index.php/irmm/article/download/21752/9724","source":{"id":"https://openalex.org/S2764968517","display_name":"International Review of Management and Marketing","issn_l":"2146-4405","issn":["2146-4405"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310318345","host_organization_name":"EconJournals","host_organization_lineage":["https://openalex.org/P4310318345"],"host_organization_lineage_names":["EconJournals"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Review of Management and Marketing","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Responsible consumption and production","score":0.807699978351593,"id":"https://metadata.un.org/sdg/12"}],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7127055704.pdf","grobid_xml":"https://content.openalex.org/works/W7127055704.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7150791431","https://openalex.org/W7163223056","https://openalex.org/W4377967355","https://openalex.org/W7127226703","https://openalex.org/W7117353105","https://openalex.org/W4410544988","https://openalex.org/W7133351677","https://openalex.org/W4415312556","https://openalex.org/W4413856592","https://openalex.org/W4405076706"],"abstract_inverted_index":{"Growing":[0],"consumer":[1,49,81,101,155,214],"awareness":[2],"of":[3,68,74,143,184,207],"environmental":[4,236],"issues":[5],"has":[6,32],"reshaped":[7],"purchasing":[8],"behavior,":[9],"creating":[10],"demand":[11],"for":[12,51,56,84,220],"sustainable":[13,110,189],"and":[14,59,78,103,129,133,140,167,176,191,222,228,235],"eco-friendly":[15],"products.":[16],"Businesses":[17],"are":[18,179],"increasingly":[19],"adopting":[20],"green":[21,52,69,85,185,208],"marketing":[22,45,70,145,209],"strategies":[23,71,175],"to":[24,26,64,94,136,203,224,231],"respond":[25],"this":[27],"shift,":[28],"yet":[29],"limited":[30],"research":[31,115],"been":[33],"conducted":[34],"in":[35,72,87,108],"localized":[36,213],"contexts":[37],"such":[38],"as":[39],"the":[40,66,138,160,180,204,218],"Philippines.":[41],"Understanding":[42],"how":[43,104],"key":[44],"mix":[46],"elements":[47,106],"influence":[48,67,154],"preferences":[50,83],"products":[53,86],"is":[54],"vital":[55],"both":[57],"theory":[58],"practice.":[60],"This":[61],"study":[62,201],"aimed":[63],"examine":[65],"terms":[73],"price,":[75,165],"promotion,":[76],"packaging,":[77,166],"labeling":[79,193],"on":[80],"buying":[82],"Naawan,":[88],"Misamis":[89],"Oriental.":[90],"Specifically,":[91],"it":[92],"sought":[93],"determine":[95],"which":[96],"factors":[97],"most":[98,181],"significantly":[99,153],"predict":[100],"choices":[102],"these":[105],"interact":[107],"shaping":[109],"consumption.":[111],"A":[112],"quantitative,":[113],"descriptive-correlational":[114],"design":[116],"was":[117],"employed.":[118],"Data":[119],"were":[120],"collected":[121],"from":[122],"300":[123],"respondents":[124],"using":[125],"a":[126],"structured":[127],"questionnaire":[128],"analyzed":[130],"through":[131],"correlation":[132],"regression":[134],"techniques":[135],"measure":[137],"strength":[139],"predictive":[141],"power":[142],"each":[144],"variable.":[146],"Results":[147],"revealed":[148],"that":[149,172],"all":[150],"four":[151],"variables":[152],"preference,":[156],"with":[157],"promotion":[158],"exerting":[159],"strongest":[161],"effect,":[162],"followed":[163],"by":[164,211],"labeling.":[168],"These":[169],"findings":[170],"indicate":[171],"effective":[173],"promotional":[174],"competitive":[177],"pricing":[178],"powerful":[182],"drivers":[183],"product":[186],"adoption,":[187],"while":[188],"packaging":[190],"credible":[192],"play":[194],"important":[195],"but":[196],"comparatively":[197],"supportive":[198],"roles.":[199],"The":[200],"contributes":[202],"growing":[205],"body":[206],"literature":[210],"highlighting":[212],"behavior.":[215],"It":[216],"underscores":[217],"importance":[219],"businesses":[221],"policymakers":[223],"integrate":[225],"promotional,":[226],"pricing,":[227],"sustainability":[229],"practices":[230],"strengthen":[232],"market":[233],"acceptance":[234],"responsibility.":[237]},"counts_by_year":[{"year":2026,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2026-02-03T00:00:00"}
