The Efficacy of Environmental Messaging in Shaping Consumer Choices: An Input to Eco-Marketing Business Policy

This study aims to investigate the relationship between environmental messaging in terms of eco-brands, eco-labels, and eco-advertisements and consumer choice and how these factors moderated by environmental knowledge. In this study, 385 valid questionnaires were gathered through an onsite survey. The data were then subjected to descriptive and inferential techniques, such as Spearman correlation and moderation analysis, by the researcher. The result shows that Filipino consumers have high level of acceptance towards environmental messaging such as eco-brands, eco-labels, and eco-advertisements. Furthermore, Filipino consumers exhibit a high degree of environmental awareness and a strong preference for eco-friendly products. Additionally, the more Filipino consumers exposed to eco-brands, eco-labels, and eco-advertisement messaging, they tend to be more environmentally conscious and choose products that benefit the environment. This study reveals that among Filipino consumers, environmental messaging and consumer choice are not moderated by environmental knowledge. Although it was discovered that environmental messaging and environmental knowledge positively influenced consumer choice. Overall, this study contributes to a better understanding of Filipino consumers of acceptance of environmental messaging, their level of environmental knowledge and behavior towards eco-friendly products. It also offers insightful information for businesses, entrepreneurs, and other beneficiaries to enhance eco-marketing business policy.