This study intends to find out and describe the measure consumer attitudes regarding environmental consciousness and green consumerism of college students in Angeles City, Philippines. It covered Filipino college students in Angeles City namely Angeles University Foundation (AUF), City College of Angeles City (CCA), Holy Angel University (HAU), and Systems Plus College Foundation (SPCF), totaling to 16,618. A convenience sample of 384 students was drawn from this population. The population of this study were considered homogeneous in terms of age group and education level. Therefore, respondent age and education were assumed relatively fixed within this population. The focus then was on the other demographic variables, specifically gender and income. Several statistical techniques were used at the analytical stage, including descriptive analysis (i.e., frequencies, mean scores, and standard deviations) to deal with the first 2 hypotheses, and analysis of variance (ANOVA, i.e., t-test and F-test) to assess the other hypotheses. The first two hypotheses were evaluated on the basis of the critical value of the 5-point Likert scale, which is 3 (scale midpoint). Obviously, this value divides the measuring scale into 2 halves—favorable and unfavorable attitudes. The higher the value of the mean score the more favorable the attitude, and vice versa. The findings were college students are generally positive in terms of their environmental consciousness and are likely to adopt green consumerism. There is no significant difference in consumers’ environmental consciousness due to their gender and family income. There is significant difference in consumer’s likelihood of adopting green consumerism due to their gender. Male college students have higher adopting tendencies on green consumerism while their female counterpart are a little lower adopting tendencies. There is no significant difference in consumer’s likelihood of adopting green consumerism due to their family income.
Jesus Panlilio, Holy Angel University, Philippines