Green Marketing Practices and Corporate Social Responsibility as Predictors of Organizatonal Commitment among the Selected Food Manufacturing Companies in Davao City

Joseph Elmer G. Noval
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Joseph Elmer G. Noval: University of the Visayas, Cebu City, Philippines

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 9, 914-929

Abstract: Organizations are no longer the same as before for they have already inculcated the values related to environmental sustainability reflected as their corporate social responsibility could influence employees’ commitment in the organization. The study aimed to determine the predictors of organizational commitment with regards to green marketing practices (GMP) and corporate social responsibility (CSR) of food manufacturing companies in Davao City and generate emergent theory on organizational commitment based on the results. A quantitative method was used in the study with 183 food manufacturing employees in Davao City as respondents. The statistical methods employed to arrive at the study’s conclusions were mean, standard deviation, Pearson r, and multiple regression. Results showed that the level of green marketing practices of food manufacturing companies in Davao City are always evident. Moreover, the domains on the level of corporate social responsibility activities are always manifested. Also, the level of organizational commitment of manufacturing employees is always manifested. The result also showed that there is significant relationship between sustainable green marketing practices (GMP) and organizational commitment. Also, the result revealed that there is a significant relationship between corporate social responsibility (CSR) and organizational commitment (OC) in the food manufacturing companies in Davao City. Finally, green marketing practices and corporate social responsibility are good predictors of organizational commitment. However, green marketing practices predicts organizational commitment more than corporate social responsibility. Results of the study provided Noval Theory of Organizational Commitment (NTOC) as an emergent theory as a result on comparative assessment from the traditional theory and results of the study.

Date: 2023
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