Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

The fast-food industry is one of the largest contributors to environmental waste due to its heavy reliance on single-use packaging, plastic materials, and energy-intensive operations. This study examined the eco-friendly marketing practices of McDonald's at Robinsons Novaliches, Quezon City, focusing on customer perceptions, implementation levels, and challenges encountered. Using a descriptive survey research design, data were collected from 100 customers through a validated questionnaire. The study assessed eco-friendly practices in terms of sustainable packaging, plastic reduction, environmental signage, compliance awareness, waste reduction management, and customer engagement. Descriptive statistics such as frequency, percentage, weighted mean, and ranking were used to analyze the data. Findings revealed that eco-friendly marketing practices were generally implemented, with an overall weighted mean of 3.04. Sustainable packaging and environmental signage received the highest ratings, while plastic reduction and compliance awareness showed weaker implementation. Customers demonstrated positive perceptions of waste reduction management and customer engagement. However, major challenges included lack of consumer motivation, high costs of eco-friendly options, limited accessibility, unclear marketing messages, and concerns about greenwashing. The findings indicate that McDonald’s has achieved notable progress in implementing eco-friendly marketing practices, particularly in sustainable packaging and environmental communication, which positively influence customer trust and brand perception. However, the overall mean scores suggest that these initiatives remain at a basic level rather than fully transformative. This supports previous research emphasizing that awareness alone does not ensure sustainable consumer behavior, as cost and convenience continue to limit participation, especially among younger consumers.

Keywords

sustainable packaging, customer engagement, fast-food industry, eco-friendly marketing, waste reduction management