Analysis of Green Marketing Practices: A Micro and Small Enterprises Perspective

Green marketing is a growing concept connecting sustainable internal business operations and corporate social responsibilities. Hence, the study explored green practices of selected micro small enterprises in Cavite, Philippines. The descriptive-causal research design was utilized, 20 legally-registered were purposively selected. MSEs Cavite are dominated by sole proprietors with 1-9 employees, have an estimated asset size Php3,000,000 or less, been operation for 1-3 years, average monthly revenue Php20,000 below. They employ such as providing safe products services, implementing more environment-friendly ways pollution prevention, advertising awareness attraction, utilizing vehicles that consume less energy. MSEs’ production, packaging, advertising, highly effective, while distribution effective. Business profiles MSE no significant difference, excluding difference between number employees perceived effectiveness terms operation. faced difficulties due to safety protocols lack resources. Thus, recommends personalized designs engage wider customers social-based approaches address diverse customer preferences.