YOUTH ACUMEN AND PREFERENCE IN GREEN MARKETING RHYS KELSEY

Abstract

Students are becoming more aware of environmental issues and desire to
actively change into an environmental friendly lifestyle a green lifestyle. The present
study is to investigate the green values, their level of awareness about environmental
problems, green marketing products and practices, their preference and perception
about Green Marketing among the students of Ubay National Science High School.
Samples were selected through purposive sampling. The researchers retrieved 122
valid responses. A high level of awareness about Green Marketing Products and
Practices with a percentage of 88.52%. The Overall Green Values of students have a
composite mean of 4.06 which implies that students are concerned about protecting
the environment. The results of the regression analysis reveals the view that overall
green values, awareness about green products and practices and the perception
regarding seriousness of marketing companies towards green marketing had a
positive significant impact on consumer persuasion to buy and prefer green products
over conventional products. The school administration should include Green
Marketing into their curriculum and start a Green Marketing campaign in Ubay. Also
start an awareness campaign about what actually means “green”