An integrated marketing communications campaign for Diwatang Maria

Clicks: 4
ID: 286803
2021
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #433 of 3,757 articles by views in Malay Journal

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Exploring the factors that influence Filipino consumers in purchasing Organic and Natural Beauty Soap Bars Abstract The purpose of this study is to determine the factors that influence the intention of Filipino consumers in purchasing organic and natural beauty soap bars. Specifically, this study aims to answer the following: What are the different factors that influence the intention and behavior towards green consumption? What are the preferences, usage habits, and intention to purchase of the beauty soap bar users? What are the factors that affect the choice of their current organic and natural beauty soap bar? The research made use of the Theory of Planned Behavior (TPB) by Ajzen (1988) to explain how and what kind of beliefs help Filipino consumers make green purchases. Based on the theory, an individual’s intention and behavior towards environmentally friendly products may be influenced by several aspects such as their attitude towards environmentally friendly products, the opinion of others that are influential on an individual’s decision making, in which such positive opinion would lead to the performance of the behavior (subjective norm) (Hee, 2000, as cited in Abdullah Al Mamuna et al., 2018), and when they believe that they have the ability to act or decide with a given behavior (perceived behavioral control). Perceived behavioral control can facilitate the individual to perform a behavior when resources are available to them or can hinder them when obstacles arise (Abdullah Al Mamuna et al., 2018). Findings show that Filipinos attitude towards green products has a positive effect on intention towards green products (H1); that the opinion of others is influential on their positive decision making towards green products (H2); that they believe that they have the ability to act or decide positively towards green products (H3); and Intention towards green products has a positive effect on the consumption of green products (H4). Key messages for the campaign were crafted using these insights on attitudes, subjective norm, perceived behavioral control, intention, and behavior which are statistically significant to resonate more with the target audience. A usage, attitude, and image (UAI) study was also conducted to understand the market of beauty soap bars, a category in which Diwatang Maria falls. This study can help identify growth opportunities by answering questions on who to target, with what, and how. This fundamental type of study will help the researcher identify the linkages among usage behaviors and opinions. This study will
Reference Key
persistent_1760659703_68f188f77f84b Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Bascos, Shiela Camille V.
Journal Malay Journal
Year 2021
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/21
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.