Beauty Goes Green: Effects of Eco-Label and Price Sensitivity on Filipino Gen X and Z’s Sustainable Purchasing Behaviour

Nina Isabel Bautista (University of Santo Tomas (UST))
Jillian Shamira Palmiano (University of Santo Tomas (UST))
Alyanna Raiza Reyes (University of Santo Tomas (UST))
Ysabel Maria Louise San Juan (University of Santo Tomas (UST))
Antonio Etrata Jr. (University of Santo Tomas (UST))

East Asian Journal of Multidisciplinary Research (EAJMR)
Vol. 2 No. 5 (2023): May, 2023

Several companies have adopted sustainability as a business approach to protect the social, ecological, and economic environments. This study aims to determine the influence of eco label and price sensitivity on green purchasing behavior of Filipino Gen X and Z consumers and to identify their perception towards them. An online questionnaire was distributed to 385 respondents, and the data gathered for this quantitative study were analyzed through descriptive statistics, t-test, and multiple linear regression. Results show that only price sensitivity significantly affects the purchasing behavior of Gen X. While both eco-label and price sensitivity significantly affects Gen Z’s purchasing behavior. Moreover, the presence of an eco-label influences their buying behavior since they are more knowledgeable of its relevance in products.