THE INFLUENCE OF GREEN MARKETING MIX AND CORPORATE SOCIAL RESPONSIBILITY INITIATIVES ON BRAND EQUITY AMONG HOMEGROWN COFFEE SHOPS IN DAVAO CITY

This study explored the influence of green marketing mix and corporate social responsibility (CSR) initiatives on brand equity among homegrown coffee shops in Davao City. The main objective of the study was to determine the significant relationship and influence of green marketing mix and CSR initiatives on the brand equity of these businesses. A descriptive correlational research design was employed. The primary research instrument used was a standardized survey questionnaire. The respondents of the study were 200 consumers of homegrown coffee shops in Davao City. Purposive-quota sampling was utilized across various homegrown coffee shops. Statistical tools such as mean, standard deviation, Pearson r, and multiple regression analysis were used to analyze the data. Findings revealed that the status of green marketing mix CSR initiatives, and brand equity were all rated very high, indicating strong consumer perceptions and awareness. Furthermore, both green marketing mix and CSR initiatives showed significant and positive relationships with brand equity. Among the two, CSR initiatives had a stronger influence compared to green marketing mix. The combined influence of the two variables accounted for 57% of the variance in brand equity. The results suggest that the integration of green marketing strategies and CSR practices plays a crucial role in enhancing the brand equity of homegrown coffee shops. These efforts can lead to stronger consumer trust, loyalty, and competitive advantage.