Green Food Marketing Guide: Tailor Fit for Gen Z in Laguna, Philippines

By Randall B. Pasco

The e-book is an output from the author's dissertation entitled: Green Food Product Consumption Behavior of Generation Z Consumers in Laguna: Marketers' Guide for Green Marketing Campaign. The e-book is intended primarily to provide guidance and insights to help marketers in Laguna, Philippines shape their green food marketing campaign for the Generation Z consumers of the province. The author wrote the e-book with simplicity for comprehensibility. Technical aspects were not the focus but the insights to guide marketers. Green food consumption among Generation Z must be promoted and advocated by both marketers and the community of consumers as this will be favorable to the promotion of environmental sustainability. The theory of planned behavior (Ajzen, 1991) was the theoretical basis of the suggested model to help Laguna green food marketers to predict and analyze the consumption intention of Laguna Gen Z consumers. Limitations of the suggested model were discussed for marketers and market researchers' perusal. Insights from the aforementioned dissertation together with the model guided the author in providing suggestions to marketers in developing a green food marketing guide that is tailor-fitted for Generation Z consumers in Laguna. Other green food marketers may find the information useful with analytical generalization.

• Language: English
• Publisher: ProfRands
• Release date: Feb 21, 2022
• ISBN: 9798201489281

Book preview

Green Food Marketing Campaign Guide: Tailor Fit for Gen Z in Laguna, Philippines

Randall B. Pasco

2022

Green Food Marketing Campaign Guide: Tailor Fit for Gen Z Gen Z in Laguna, Philippines

Author: Randall B. Pasco

©2022

Acknowledgment

The author would like to thank Dr. Venus C. Ibarra, Dr. Michael B. Pasco, Dr. Alex Macario C. Cecilio, Dr. Adoree A. Ramos, Dr. Jocelyn A.C. Barradas, Dr. Bernardo C. Lunar, and Dr. Cora A. Cosico.

The author would also like to thank San Pablo Colleges, Pamantasan ng Lunsod ng San Pablo, the City Government of San Pablo, and DTI-Negosyo Center, San Pablo.

RBP

Dedication

To his daughters, Maria Janelle and Maria Jarrell...

To his wife Jasmin and mother Edwina...

To Jesus Christ, his Lord God, and Savior...

Foreword

This e-book was inspired by the dissertation of the author, Green Food Product Consumption Behavior of Generation Z Consumers in Laguna: Marketers’ Guide for Green Food Marketing Campaign. The contents are adapted from the information and results from the study. The model shared in the latter part of the book was research-based and can