Green Food Marketing Guide: Tailor Fit for Gen Z in Laguna, Philippines (ePub)

The e-book is an output from the author's dissertation entitled: Green Food Product Consumption Behavior of Generation Z Consumers in Laguna: Marketers' Guide for Green Marketing Campaign. The e-book is intended primarily to provide guidance and insights to help marketers in Laguna, Philippines shape their green food marketing campaign for the Generation Z consumers of the province. The author wrote the e-book with simplicity for comprehensibility. Technical aspects were not the focus but the insights to guide marketers. Green food consumption among Generation Z must be promoted and advocated by both marketers and the community of consumers as this will be favorable to the promotion of environmental sustainability. The theory of planned behavior (Ajzen, 1991) was the theoretical basis of the suggested model to help Laguna green food marketers to predict and analyze the consumption intention of Laguna Gen Z consumers. Limitations of the suggested model were discussed for marketers and market researchers' perusal. Insights from the aforementioned dissertation together with the model guided the author in providing suggestions to marketers in developing a green food marketing guide that is tailor-fitted for Generation Z consumers in Laguna. Other green food marketers may find the information useful with analytical generalization.