GREEN PRICING PRACTICES OF SELECTED RESTAURANTS IN QUEZON CITY

The price is what a client must pay to get a product. Many factors, including the cost of the goods, product distinctiveness, competition, and the customer's perception of the product's value, affect a product's price. This research aimed to identify green pricing practices in restaurants. The study applied a mixed method and descriptive method approach with survey questionnaires and interviews. The study used purposive sampling. To collect the data, a survey questionnaire and interview are used, and it’s categorized into three parts, with (80) respondents that consist of managers, employees, and customers of selected restaurants in Quezon City. The restaurants are adopting green pricing practices to reduce food and packaging waste and invest in reusable and compostable materials. These strategies differentiate products and cater to changing consumer preferences. The restaurant's commitment to eco-friendly initiatives not only benefits the environment but also enhances menu offerings, appealing to eco-conscious consumers. The perceived value of the product significantly impacts customer satisfaction and propensity to make green purchases. Challenges faced include sourcing sustainable ingredients, investing in eco-friendly packaging, and staff awareness. To overcome these, the restaurants negotiate better terms, invest in compostable packaging, promote green practices through social media, and adjust menu offerings and portions.