Pollution, global warming, and climate change are some of the pressing environmental problems over the years, affecting both businesses and humanity. As a result, businesses try to reassess their practices, methodologies, and the like to answer the mentioned problems. Alabo and Anyasor, (2020) highlighted that entities alter their ways to demonstrate their support in mitigating environmental problems. One way of doing so is through the application of eco-friendly practices that brought the concept of “ecological marketing”, “green marketing”, “environmental marketing,” and “sustainable marketing.” This concept aims to mitigate environmental harm while maintaining a competitive edge in the market.

“Environmentally safe,” “recyclable,” “biodegradable,” “ozone-friendly,” “energy-efficient,” and “compostable,” are some of the attributes associated with the term “environmentally friendly.” This concept is more than just the labels like “ecological” or “green” to show that a product supports environmental sustainability. If an item can be recycled or repurposed without causing harm to the environment, that's the time when the product is considered ecological. Furthermore, it is considered ecological if it has a neutral or positive effect on the surroundings throughout its product life cycle. Ecological products are those that are durable, safe, and use sustainable materials with less or no packaging at all. Compared to traditional items, these provide more protection and have minimal negative effects on the environment (Islampour et al., 2026; Witek, 2020). 

Alternatively, behaviors and attitudes that target to lessen environmental issues and promote sustainability is referred to as “environmentally friendly practices". Examples of these include managing pollution, using sustainable sources, power saving, and cutting down production waste. These practices are designed to minimize the ecological footprint of people, organizations, and entities, supporting the preservation of the environment for future generations. Businesses and non-profits alike use green marketing, one of the most well-known methods for promoting these practices, to draw attention to and carry out ecologically conscious projects (Osuagwu, 2023; Azimi et al., 2025).

Conversely, environmentally friendly establishments, commonly known as green businesses, are entities that conduct their activities with less harmful effects on the environment and society. According to Subono and Kurnisa, (2024) the main objective of an eco-friendly company is to increase its value, which encompasses not only financial success but also stakeholder trust, employee well-being, societal advantages, and a strong dedication to environmental sustainability. Many companies are changing their marketing mix to include eco-friendly practices as the demand for sustainability rises. According to Lotfi, (2024) companies have incorporated eco-friendly practices into their strategies by using a special combination of the marketing mix. The marketing mix, comprising the product, price, place (distribution), and promotion, is now aligned with marketing strategies of companies with ethical considerations, societal values, and sustainability objectives. This shift reflects the rising social demand for companies to contribute positively to society and the environment, aside from being profitable. As a result, the green marketing mix has emerged as a strategic approach to address the aforementioned demands. 

The green marketing mix concept builds upon the traditional marketing mix by incorporating environmentally responsible practices across product, price, place, and promotion. This approach aims to promote goods or services that are sustainable and eco-friendly, targeting consumers who prioritize environmental stewardship. Converting the traditional mix into a green one offers various benefits not only to the surroundings but to entities that are striving to stay ahead in competition. By integrating green principles into their activities, entities are able to catch the attention of prospective clients who are environmentally friendly, differentiate themselves from competitors, and proactively give their part in preserving the environment. Knowing and learning from the real-life experiences and practices of eco-friendly entities can greatly enhance one's understanding of green marketing and inspire non- practitioners to adopt similar practices. By examining how these entities successfully incorporate sustainability into their operations, the non-practitioners can gather valuable learnings for turning their marketing mixes into green ones. This, in turn, could help in making decisions, foster customer trust, and allow establishments to achieve strategic sustainable objectives. Moreover, showing replicable best practices can inspire broader adoption, leading to a more sustainable business environment.

On the other hand, in Roxas City, Capiz, despite the fact that green marketing has a lot of benefits to offer, only a limited number of businesses have practiced this concept. According to the records of the Department of Trade and Industry (DTI) (2020), only 43 out of 6,046 registered businesses are actively engaged in promoting Green Economic Development (ProGed). This indicates that although few businesses are setting the example in practicing green marketing, there is still a potential for broader participation in green initiatives, emphasizing the need for this study. Furthermore, some local environmental problems accelerate the need to integrate green initiatives business practices in the said area. These challenges include:

Waste Management Problem

Roxas City, like other cities, faces pressing problems with waste management. Improper segregation of waste materials and insufficient recycling programs are some examples of these. If entities are practicing green initiatives such as using eco-friendly packaging, practicing proper waste reduction and segregation, and doing recycling initiatives, it could help in mitigating the effects of these problems.

Climate Vulnerability and Environmental Challenges

Roxas City, situated in a coastal area, is highly vulnerable to climate change, particularly typhoons and flooding. Recently, the city has experienced frequent flooding even during periods of minimal rainfall, largely due to clogged and inadequate drainage and canal systems, highlighting gaps in urban environmental management. In this context, local businesses adopting green marketing practices can help reduce environmental pressures by promoting sustainable operations, minimizing waste, and encouraging eco-friendly consumption. Such practices support both business sustainability and the city's long-term climate resilience. 

Coastal and Marine Ecosystem Issues

Roxas City is known for its abundant coastal and marine ecosystems; however, these natural resources are facing serious environmental concerns due to pollution and unsustainable development practices. To safeguard the biodiversity and the livelihoods of the locals, it is a must to protect these ecosystems. Implementing green marketing strategies like promoting sustainable seafood or supporting conservation efforts can help in preserving the ecosystem and raise awareness among customers and entities on the importance of environmental stewardship. In addition, while green marketing has gained increasing attention in global marketing and sustainability research, there remains a notable gap in credible scholarly studies examining how local businesses in smaller cities like Roxas City adopt green marketing practices. Most of the existing research tends to focus on larger urban centers, multinational corporations, or consumer perceptions at a national level. Additionally, the current literature primarily concentrates on consumer behavior and quantitative assessments of green marketing performance, leaving a gap in understanding how business owners and employees interpret and implement sustainable practices in real-world settings. It also overlooks in-depth, context-rich qualitative insights. A qualitative approach enables this study to uncover nuanced perspectives and lived experiences that quantitative research alone cannot capture. By addressing these gaps, this study becomes relevant as it could promote wider adoption of sustainable practices, help address some of the environmental problems in Roxas City, Capiz, and contribute to both academic literature and practical understanding, offering insights relevant to sustainable business development, local policy, and community resilience.

This study seeks to explore the lived experiences of nine eco-friendly businesses in Roxas City, focusing on how business owners and employees describe, interpret, and ascribe meaning to their engagement in green marketing practices. Anchored in a phenomenological perspective, it examines the essence of their experiences as they consciously integrate environmental considerations into the fundamental elements of the marketing mix - product, price, place, and promotion. The study further examines the challenges encountered in the process of implementing green marketing strategies, capturing the complexities and realities that shape their practices. Moreover, it explores the perceived benefits that emerge from adopting such approaches, including their influence on customer perceptions and business performance, while uncovering the meanings that participants attach to the act of greening their marketing mix within the context of their day-to-day operations. Furthermore, the results of this study would provide insights to anyone interested in the topic, giving specific and real-life approaches that anyone can adopt. It would deepen the present idea of green marketing and would help the owners, entrepreneurs, future researchers, and government bodies to craft and employ effective policies for promoting sustainable business practices. Aside from that, the findings of this study could be of help in achieving the commitment of the Philippines to Sustainable Development Goal (SDG) 13, which addresses climate change and its impacts. Through promoting environmental practices such as reducing carbon footprints, utilizing eco-friendly packaging, and minimizing unnecessary production processes, businesses could play a significant role in mitigating climate change. Promoting the use of energy-efficient appliances and using electric vehicles rather than the traditional ones can help in minimizing the carbon footprint that can be acquired from the vehicles and electricity consumed. Also, by using biodegradable plastics or paper bags as packaging materials can help in reducing waste. Another example is using solar power to lessen fossil fuels, which is the primary factor in climate change. Through these simple actions, entities could help mitigate climate change (Labausa et al., 2023).

This study's main goal was to explore the lived experiences of environmentally friendly establish-ments in Roxas City, Capiz in implementing green marketing practices. Specifically, it sought to understand how green elements were integrated into their business practices, to draw insights from their positive examples, to identify practical recommen-dations on the effects of these practices on their customers and business performance, and to uncover the challenges they face along with the strategies used to overcome them.

This study was guided by a qualitative research design, focusing on the lived experiences and perspectives of the owners, managers, and employees of environmentally friendly establishments. According to Polasa et al. (2025) qualitative research design aims to understand human behavior, social dynamics, and contextual realities through non-numerical data. Rooted in interpretivist and constructivist paradigms, this approach recognizes that reality is subjective, complex, and shaped by individual and collective experiences. Unlike quantitative approaches that seek generalizable patterns, qualitative research aims to provide depth, meaning, and insight into specific phenomena. As Nassaji, (2020) explained, qualitative research can be generally described as an approach grounded in natural settings, with a focus on non- numeric data. It strives to gain insight and explore meaning instead of controlling and explaining variables. This type of inquiry is interpretive and context-dependent, emphasizing understanding processes and patterns of change rather than measuring outcomes. Similarly, Busetto et al. (2020) asserted that qualitative research involves examining the essence of phenomena and is particularly well-suited for exploring beyond certain observations, evaluating complex interventions with multiple components, and ways to enhance those observations. The common approaches of collecting data are document study, field observations, interviews, and focus group discussions. 

Data were gathered through written field observations, audio recordings, and transcriptions, all of which were processed and coded for thematic analysis. To enhance the credibility and reliability of findings, triangulation was applied by comparing data across multiple sources and methods. Participants were invited to share how they integrated sustainability into their marketing mix, the effects on customer behavior, the challenges they faced, and the benefits these practices brought to business performance. This approach aimed to generate rich, context-specific insights into the implementation of green marketing strategies in local business settings. The research process was guided by Crotty's, (1998) framework, ensuring a systematic and structured approach to data collection, analysis, and interpretation. 

This study adopted phenomenology as its methodological approach. According to Polasa et al. (2025) phenomenological studies focus on individuals' lived experiences related to a particular event or phenomenon. This approach seeks to understand how people make sense of their experiences. Similarly, Teherani et al. (2015) and Neubauer et al. (2019) asserted that phenomenology is a research approach that aims to describe the value of a phenomenon by investigating from the perspective of those who have experienced it. The goal is to capture the essence of this experience, both in terms of what happened and how it was felt. Furthermore, McLeod, (2024) emphasized that it is characterized by a focus on understanding the meaning of lived experience from the perspective of the individual. Instead of testing hypotheses or seeking to generalize findings to a larger population, phenomenological research aims to illuminate the specific and to challenge structural or normative assumptions by revealing the subjective experiences and perceptions of individuals. This approach is particularly valuable for gaining insights into people's motivations and actions, and for cutting through taken-for-granted assumptions and conventional wisdom. Its aim is to arrive at phenomenal understandings and insights into the meaning of lived experience. Rather than simply describing what participants say, phenomenological research seeks to go deeper, to uncover implicit meanings and reveal the participant's lifeworld.

Given the nature of this study, examining how business owners, managers, and employees experience and interpret the implementation of green marketing practices, a phenomenological approach is well-suited to capture the depth, context, and meaning embedded in these lived experiences. By examining how participants perceive and make sense of their daily business operations, the study aimed to uncover the subjective meanings behind their decisions, behaviors, and environmental commitments. To facilitate this, the study employed a descriptive phenomenological method, which focused on gathering detailed, first-person accounts to reveal the essence of participants' experiences. Both verbal and non-verbal cues were carefully observed and analyzed to obtain a more nuanced and comprehensive understanding of their perspectives. This approach supported the study's goal of generating rich, authentic insights into how environmentally friendly practices were understood and embodied in the marketing strategies of local businesses. In this study, a scheduled interview was conducted with the participants. They were allowed to select a face-to-face or online interview based on their availability and convenience. Alongside the individual interviews with the owners/managers of the nine eco-friendly entities, a Focus Group Discussion was conducted, involving 5 staff/ representatives from each of the nine establishments. This strategy aimed to capture a wide range of perspectives on the study.

In addition, the researcher paid close attention to non-verbal cues of the participants, including facial expressions, vocal tone, gestures, postures, and pauses. These signals were valuable in understanding the participants' emotional states, way of thinking, and levels of engagement with the interview. Signs of interest, disengagement, approval or disapproval, or excitement were carefully observed to assess the depth of their involvement. After the data collection, the responses were categorized by theme to support a systematic analysis to identify the recurring patterns and have a clearer interpretation of the findings.

This study involved nine (9) business owners or managers, along with five (5) members or representatives from each of the nine (9) eco-friendly business establishments in Roxas City, Capiz, regardless of their educational background. Participants were of any gender and between 18 and 59 years of age. Each business is officially registered with the Department of Trade and Industry (DTI), have been in continuous operation for at least 12 months prior to the study, and may vary in size and industry sector. To be eligible, establishments must demonstrate active implementation of green marketing practices in at least two of the four elements of the marketing mix - product, price, place, and promotion. Those who did not meet the inclusion criteria as stated were deemed excluded from the conduct of the study. To ensure that all responses were gathered accurately and completely, the interviews were conducted using a digital audio or video recorder and conducted face-to-face. To guarantee that the original wordings and nuances of the participants' responses were captured, the recorded interviews were subsequently transcribed verbatim. This study employed an inductive approach to data analysis following Colaizzi's phenomenological method, a recognized method for interpreting phenomenological data. 

To uphold ethical standards, participants' identities remained confidential throughout the study. Pseudo-nyms were used in transcripts and reports to protect their privacy. Prior to the interview, the researcher explained the contents of the informed consent form, which participants were required to sign. The researcher also emphasized that participants have the right to withdraw at any time should they feel uncomfortable with any part of the interview process.

Lived Experiences of the Participants

The adoption of green marketing practices across diverse business establishments in Roxas City revealed a transformative impact on livelihoods, operations, customer behavior, and overall business performance. Consistency across sectors, whether associations, corporations, or service centers, businesses consistently adopted eco-friendly practices, such as waste segregation, renewable energy, and eco-packaging. Community-driven initiatives for associations emphasized mangrove planting and river clean-ups, showing grassroots environmental stewardship. Moreover, corporate alignment for larger corporations integrated sustainability into branding and operations, aligning with global green marketing trends. Additionally, motivations are dual. Cost efficiency and environmental responsibility are equally strong drivers, with market differentiation emerging as a strategic advantage.

Description of the Experiences in Implementing Green Marketing and How These Affected Business Performance

The findings revealed a dynamic interplay between environmental responsibility, operational efficiency, and brand development as experienced by the participants. Based on the thematic analysis of the responses gathered through Focus Group Discussions (FGDs) and in-depth interviews, several essential themes emerged: adoption of green marketing practices, business performance outcomes, motivations for engaging in green practices, innovation, and future-oriented practices. Collectively, the findings illuminated the essence of participants' experiences, demonstrating how they balance environmental commitment with business realities. The results further showed that the implementation of green marketing is not merely a strategic choice but a lived process shaped by constraints, adaptations, and long-term aspirations. The findings imply that, at the operational level, sustainability is not experienced as a one-time initiative but as an ongoing process embedded in everyday business activities. Participants' accounts demonstrate that eco-friendly practices, such as waste reduction and energy efficiency, are perceived as both feasible and beneficial when aligned with business needs. Strategically, these practices enhance brand image and differentiate businesses in competitive markets, attracting eco-conscious customers and fostering loyalty. Such initiatives are increasingly standardized, with collective practices like no-plastic days and eco-bag use becoming part of business culture. From a societal perspective, these efforts contribute to broader sustainability goals, align with global frameworks, such as the UN Sustainable Development Goals, and reflect a cultural return to indigenous, eco-friendly traditions. 

Literature validated the findings that packaging innovations are central to sustainability (Dahlquist, 2021; Suhaily et al., 2020), energy efficiency reduces electricity use (Shabbir et al., 2020), and green marketing enhances customer loyalty and yields long-term savings (Vilkaite-Vaitone et al., 2022; Kiyak & Grigoliene, 2023). This indicates that adopting green marketing practices is not merely an environmental gesture but a strategic business approach that simultaneously reduces costs, strengthens brand reputation, and contributes to climate resilience and ecological stewardship. According to (Agarwal et al., 2020; Choudhary, 2021), green business practices are driven by both ethical responsibility and environmental necessity. Kiyak and Grigoliene, (2023) noted that innovation is central to sustainable marketing and long-term competitiveness.

How Establishments Integrate Environmental Practices into the Marketing Mix

The findings showed that establishments integrate environmental practices into their marketing mix through a deliberate, iterative, and value-driven process. Across product, price, place, and promotion, participants described how they operationalized sustainability: from eco-friendly materials and energy-efficient operations to pricing strategies and promotional efforts that communicate environmental responsibility. Thematic analysis revealed five major themes: Product- Environmentally-friendly offerings; Price- Balancing sustainability and affordability; Place- Sustainable distribution and operations; Promotion- Communicating green practices; and Organizational Experience- Integrating green practices across the mix. These are supported by subthemes, such as sustainable materials, eco-premium pricing, resource optimization, customer engagement strategies, and value-driven decision making. Overall, the findings highlight that integrating environmental practices into the marketing mix is a continuous and adaptive process, reflected in both the strategies businesses employ and the meanings they attach to sustainability in their daily operations. Participants described this integration as gradual and experience-driven, where practices such as eco-friendly packaging, energy efficiency, waste management, and sustainability-oriented promotion become embedded in routine business activities rather than treated as separate initiatives. This suggests that green marketing is not implemented as a one-time effort but evolves through everyday decision-making and operational adjustments. The findings demonstrate that green marketing is a holistic and strategic integration across the marketing mix. Participants' experiences show how sustainability is operationalized through product innovations, pricing considerations, distribution practices, and promotional efforts that align with environmental values. This convergence of practice and purpose highlights that green marketing strengthens not only environmental responsibility but also business competitiveness, reinforcing its role as a sustainable and value-driven approach to modern business operations.

The findings are supported Shabbir et al. (2020) who emphasized that green marketing has appeared as a realistic strategy for reducing electricity use and promoting eco- friendly usage. Additionally, the modifications made to product designs, packaging, promotion strategies, advertising tactics, and other aspects of the business are a reflection of consumer demands and sustainability objectives. 

Challenges in Implementing Green Marketing Strategies 

The findings revealed a consistent tension between sustainability goals and operational realities. Across the cases, product-related challenges center on the limited availability, shorter shelf life, and quality concerns of eco-friendly materials, which often disrupt production and service delivery. Price challenges were equally pronounced, with rising costs of raw materials, inflation, and regulatory restrictions making it difficult for businesses to balance affordability with profitability while maintaining green practices. In terms of place (distribution and delivery), firms struggled with manpower shortages, equipment inefficiencies, reservation cancellations, and customer impatience, all of which highlighted the importance of operational efficiency and strong customer communication. Finally, promotion challenges reflected both historical limitations, such as reliance on flyers before the advent of social media, and contemporary issues like budget constraints and cultural resistance to plant-based or eco-friendly products. These challenges underscore that while green marketing offers opportunities for differentiation and sustainability, its successful implementation requires resilient supply chains, transparent pricing strategies, efficient operations, and culturally adaptive promotional approaches. 

The findings imply that businesses must integrate sustainability into their core systems rather than treat it as an add-on, ensuring that green practices are both economically viable and socially acceptable. The findings suggest that businesses must adopt transparent pricing strategies that communicate the added value of eco-friendly products to customers. Collaboration with regulators and stakeholders is also necessary to ensure compliance while maintaining competitiveness. Moreover, businesses may need to explore cost-reduction innovations, such as sourcing locally, adopting efficient production methods, or redesigning products, to offset the higher expenses of sustainable materials. Educating consumers about the environmental benefits of green products can also help justify price differences and encourage willingness to pay. Kiyak and Grigoliene, (2023) confirmed that the participants' challenges are not isolated but reflect broader global issues in implementing green marketing across the 4Ps, underscoring the need for resilient supply chains, transparent pricing, efficient operations, and culturally adaptive promotion. Businesses need stronger supply chains, local sourcing, and quality assurance systems to ensure eco-friendly materials are reliable and durable. Innovation in packaging and product design is also necessary to balance sustainability with practicality. Green products often face constraints in raw material sourcing and packaging, while Dahlquist, (2021) highlighted that issues of waste, renewable sourcing, and disposal affect product durability and quality. 

Perceived Benefits in Adopting Green Marketing Practices and the Meanings They Attach to Greening Their Marketing Mix

The result revealed both the perceived benefits of adopting green marketing practices and the meanings participants attach to greening their marketing mix. Participants experienced clear advantages in terms of business performance, operational efficiency, and customer engagement. They reported that eco-friendly practices contributed to increased sales and customer loyalty, with customers demonstrating continued patronage and support. Participants also highlighted cost savings and resource efficiency, noting that sustainable practices helped reduce operational expenses. Furthermore, they observed that customers appreciated eco-friendly initiatives, often associating their purchases with social and environmental responsibility. Compliance with government ordinances and permit requirements was also recognized as a practical benefit of adopting green practices. Beyond these benefits, participants attached deeper meanings to their sustainability efforts. Green marketing was not viewed solely as a business strategy but as a reflection of environmental responsibility and ethical commitment. Participants described their practices as a way to protect natural resources, educate and influence customers, and contribute to the well-being of the community. Sustainability was also interpreted as a form of operational discipline, where responsible resource use becomes part of everyday business routines. In this sense, greening the marketing mix embodies both functional value and symbolic meaning, reinforcing their identity as environmentally responsible establishments.

The findings imply that adopting green marketing yields both tangible benefits (such as sales growth, cost savings, and efficiency) and intangible gains (including customer loyalty, brand trust, and compliance credibility), while simultaneously shaping how participants perceive and value their practices. These combined outcomes strengthen competitiveness, enhance resilience, and support long-term sustainability. Moreover, the meanings attached to these practices sustain their continued implementation, as businesses are motivated not only by economic returns but also by their commitment to environmental and social responsibility. The findings are supported by existing literature. Choudhary, (2021) emphasized that green marketing influences consumer behavior toward environmentally friendly choices, aligning with participants' observations of increased customer support and positive perceptions. Similarly, Kiyak and Grigoliene, (2023) highlighted that green marketing generates both economic and environmental value, reinforcing the dual benefits experienced by participants. This convergence suggests that the integration of green practices into the marketing mix not only improves business outcomes but also fosters a deeper, value-driven approach to sustainability.

The green marketing mix is a transformative and strategic necessity. Integrating sustainability into product, price, place, and promotion yields dual benefits by addressing ecological concerns while enhancing business competitiveness. Greening the 4Ps transforms products into symbols of quality, ethical responsibility, and environmental care; pricing into value-based signals of social and ecological stewardship; place into holistic experiences that communicate environmental responsibility, comfort, and exclusivity; and promotion into platforms for advocacy, education, and authentic brand engagement. Consumer behavior is gradually shifting toward a greater appreciation of eco-friendly products. However, willingness to pay premium prices remains inconsistent, thereby underscoring the importance of ongoing educational campaigns and advocacy-driven promotions, which reinforce the meaning of green consumption as a contribution to environmental sustainability and social responsibility. The challenges encountered by businesses are systemic in nature. High costs, limited infrastructure, and cultural barriers hinder the widespread adoption of green practices, requiring collective solutions from government, industry, and consumers, highlighting that greening the marketing mix is not only an operational choice but a strategic and socially embedded endeavor. The local context of Roxas City amplifies the urgency of adopting sustainable practices. Its vulnerability to climate change makes green marketing not only a business strategy but also a survival imperative. Knowledge-sharing and documentation of positive examples, highlighting success stories, demonstrating tangible benefits, and showing the value of eco-initiatives are critical in accelerating adoption among small and medium enterprises and non-practitioners. By conveying the experiential and symbolic meanings of sustainability across the 4Ps, businesses can inspire peers and shape consumer expectations. Green practices provide dual benefits, as they contribute to environmental preservation while simultaneously generating financial savings, operational efficiency, and stronger stakeholder trust. The meanings attached to these practices extend beyond functionality, transforming business operations into ethical, value-driven, and customer-centered experiences that reinforce loyalty, advocacy, and long-term competitiveness.

V.A.B.D.: data analysis, investigation, data curation, and writing the manuscript. V.A.B.D.; and M.O.P.: contributed to the conceptualization, methodology, and visualization. M.O.P. finally reviewed the manu-script. All authors who are involved in this research read and approved the manuscript for publication. 

The researcher gratefully recognizes the informants/ participants and Central Philippine University, for the support, cooperation, and valuable insights extended.

The author declares no conflict of interest.