Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

This study examined the relationship between the Bring Your Own Bag (BYOB) policy and the brand image of retail stores in Barangay Sauyo, Novaliches, and Quezon City. Increasing environmental awareness is associated with greater consumer support for businesses practicing sustainability. Retail stores have adopted green marketing strategies, including BYOB, to reduce plastic waste and promote responsible consumption. The study aimed to determine the relationship between BYOB policy implementation and brand image, including consumer awareness, response, and challenges. A descriptive-correlational research design was used. A total of 382 retail consumers were selected through simple random sampling. Data were collected using a 40-item structured questionnaire measuring awareness, interest, desire, and action based on the AIDA model. Statistical tools included frequency and percentage for demographics, weighted mean and ranking for consumer perception, and Spearman rho correlation to determine the relationship between BYOB policy and brand image. Most respondents were women aged 21-30, active in retail and sustainability. They showed high BYOB policy awareness, primarily associated with social factors, followed by government and store policies. Consumers strongly agreed with AIDA indicators (interest, desire, action), consistently used reusable bags, and supported eco-friendly stores. Challenges included forgetting bags, inconvenience, high cost, and limited availability. A Spearman test indicated a moderate positive link between BYOB policy and brand image (r = 0.57, p<0.001). The findings indicate that the BYOB policy is a positively perceived green marketing strategy associated with environmental responsibility and brand perception. Younger consumers appear more receptive to sustainability initiatives. Strong awareness suggests the importance of social influence, government support, and store promotion. However, challenges remain and may be addressed through improved promotional campaigns, affordable reusable.

Keywords

consumer behavior, brand image, bring your own bag (byob), green marketing