GREEN Marketing Practices of Homegrown Restaurants: Basis of Enhancement of Implementation PROGRAM

Abstract

This study explores the green marketing practices of homegrown restaurants in Monkayo, Davao de Oro, focusing on product, price, place, and promotion indicators. The research assesses green marketing adoption levels and their relationship with restaurant characteristics like operational duration, registration status, business form, owner education, and business size. Key findings indicate that the product received the highest green marketing practice rating (mean = 4.31), followed by price (4.13), place (4.11), and promotion (3.46), suggesting strong sustainability integration, with promotion needing enhancement. Statistical analysis showed no significant association between business size or owner education and green marketing adoption, implying that owner commitment and consumer demand are stronger drivers than these factors. These results align with studies that emphasize experience-based learning and market-driven sustainability strategies. The study's framework, incorporating Sustainability Marketing Theory and the Triple Bottom Line, highlights the importance of balancing social, environmental, and financial factors for sustainable business success. Based on these findings, an Enhanced Green Marketing Implementation Program is proposed, featuring policy development, capacity building, financial support, consumer engagement, and monitoring, with collaboration between the Local Government Unit (LGU) and the Municipal Environmental and Natural Resources Office (MENRO) to achieve effective local restaurant sustainability.