RELATIONSHIP OF GREEN MARKETING PRACTICES IN SHAPING CONSUMER PREFERENCES OF SELECTED RESTAURANTS IN TAGUIG

The purpose of this study is to look at the impact of green marketing practices methods on consumer choices in selected restaurant businesses in Taguig, Philippines. Green marketing practices have played a vital role in promoting environmental sustainability to combat rapid detrimental effects on the environment. Utilizing a variety of strategies, including the introduction of environmentally friendly goods, consumer awareness, use of energy-efficient products, and the start of environmentally responsible practices. In this day and age, people are looking for environmentally responsible and sustainable dining alternatives. The study looked at how various green marketing methods used by Taguig's environmentally friendly restaurants influence consumer preferences. Data were collected using a survey to examine the link between green marketing strategies, customer attitudes, and buying behavior. The findings shed light on the effectiveness of sustainability initiatives in influencing restaurant choices and give significant information for both restaurateurs and policymakers interested in supporting environmentally aware practices in the sector. This study contributes to a better understanding of Relationship of green marketing practices in shaping the future of dining preferences in Taguig and beyond. This study investigated the complex subject of green marketing, specifically the impact of green marketing on shaping consumer preferences.