Perceived Warm-Glow Effect on the Purchase Intention of Potential Customers in Cavite Towards Selected Sustainable Water Bottles

As environmental concerns continue to rise, consumers are increasingly seeking products that align with their personal values, with sustainable items like water bottles taking center stage in the movement toward greener living. Beyond practical considerations, the warm-glow effect—the emotional satisfaction gained from contributing to environmental and social good—is also recognized as a key driver of purchase decisions. This study aimed to investigate the relationship between the perceived warm-glow effect and the purchase intention of potential customers in Cavite towards selected sustainable water bottles. Using a Quantitative Approach, a survey was conducted with 385 participants across Cavite. Results revealed a high level of both perceived warm-glow effect and purchase intention, and a significant relationship between the two, as evidenced by positive Pearson’s R-values and p-values less than 0.05 across all components. This indicates that the emotional satisfaction derived from making sustainable choices plays a key role in influencing purchase intentions. Overall, this study provides valuable insights that can guide businesses and marketers in promoting sustainable purchasing behavior and fostering environmentally responsible consumer choices.