Greening the cup: Green marketing strategies of Milk Tea Shops in San Jose City, Nueva Ecija

This study investigates the adoption of green marketing strategies by milk tea shops in San Jose City, Nueva Ecija, focusing on their motivations, benefits, strategies employed, and challenges faced. Utilizing a quantitative research design, data were collected through a structured questionnaire from local milk tea shop owners and managers. The findings reveal that the primary motivation for adopting green marketing is to fulfill corporate social responsibilities and gain a competitive advantage. Shops recognize substantial benefits, including increased consumer awareness, enhanced brand reputation, and potential cost savings. Key strategies employed include using biodegradable packaging, promoting reusable items, and implementing portion control measures. Despite these efforts, challenges such as high costs, consumer skepticism, and complex environmental certifications persist. The results indicate a strong commitment to sustainability but also highlight the need for improved consumer education and cost-effective solutions. Recommendations include investing in educational campaigns to enhance consumer understanding of green marketing benefits, exploring affordable, sustainable materials, and developing clear, structured green marketing plans. Addressing these challenges can enhance the effectiveness of green marketing strategies and support long-term sustainability in the milk tea sector.