Green Products from the Lens of Graduate School Students
DOI:
https://doi.org/10.23918/ijsses.v5i1p1Keywords:
Green Products, Willingness to Pay, Consumers, Graduate School Students, Consumer Behavior, Corporate Social ResponsibilityAbstract
This descriptive qualitative study explored the views of graduate school students particularly those enrolled in the Master of Business Administration Programs on Green Products. The exploration delved on exposure to green products, benefits green products, marketing implementation of companies, calibration of consumer knowledge, and credibility of green products. It employed the descriptive qualitative approach. Thirty Master of Business Administration (MBA) students of University of Cebu, Cebu City, Philippines were interviewed using focus group discussion. FGD was conducted for one hour for ten sessions during the first semester of SY 2017-2018. Findings revealed common themes which include: minimal exposure to green products; products that contribute to good health and protection of the environment; poor implementation of marketing green products; “companies do not calibrate my knowledge”; and “green products do not perform well.”
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