Awareness Level of Selected Micro and Small Enterprises in Cavite Towards Green Marketing: A Basis for Policy Intervention

Green marketing refers to a variety of ideas and tactics for selling goods and services in an ecologically sustainable manner. More specifically, it entails a variety of activities such as product development, process adjustment in operations, and corporate strategies that are aligned with environmental conservation and preservation methods. Hence, the researchers attempted to determine the level of awareness of selected micro and small enterprises in Cavite towards green marketing concepts and strategies to augment a systematic basis in crafting programs, strategies and policies which promotes environment-responsible production in the province. The researchers used descriptive and inferential research designs in the conduct of the study. The proponents found out that the enterprises were start-up to young enterprises, mostly on sole proprietorship organization type and have small number of staffs. The participants were moderately aware in relation to concept concerning green marketing, somehow aware as to green marketing strategies and finally, the micro and small enterprises under study were not engaged in green marketing strategies. Considerably, there are no significant relationships between the participants’ profile with their awareness level towards concepts and strategies as well as their engagement level as regard to green marketing practices; and the challenges identified were: the engagement or participation in green marketing is costly, they have lack of knowledge and skill and they are not interested due to personal reasons.