Authors: Alwin Z. Tejedor & Clyann A. Nugal & Mauro Allan P. Amparado
Abstract: 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.”
Keywords: Green Products, Willingness to Pay, Consumers, Graduate School Students, Consumer Behavior, Corporate Social Responsibility
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International Journal of Social Sciences & Educational Studies
ISSN 2520-0968 (Online), ISSN 2409-1294 (Print), September 2018, Vol.5, No.1