Socially Oriented Behavior and Purchasing Emotions of Filipino Consumers towards Eco-Friendly Apparel Products

Abstract

In recent years, Filipino consumers are becoming more socially aware of the usage of products that can be harmful to the environment. Purchasing eco-friendly products is a big step towards sustainable development in the Philippines. The objectives of this study are to identify what are the socially-oriented behavior that influences Filipino consumers to purchase eco-friendly apparel products, if emotions play a role in the purchasing behavior regarding eco-friendly apparel products, and to identify the key determinants that are behind the reason for the intention-behavior gap and purchasing behavior of Filipino consumers regarding eco-friendly apparel products. Filipino consumers from age 18 and above and those residing in Metro Manila are the respondents, while the use of descriptive survey methods was utilized in data collection. The results revealed that the three variables, which are Socially Oriented Behavior, Emotions, and Key Determinants, all passed the PLS-SEM and have discriminant validity. However, the discussion of the results had proved that only two out of three hypotheses had been proven to be true, which are hypotheses 1 and 3. Socially Oriented Behavior and Key Determinants have been proven to affect Purchasing Behavior, whereas emotions play no significant role in the purchasing behavior of Filipino consumers. In addition, this study showed that the Key Determinants factor quality and availability of green apparel could influence the intention-behavior gap.