The Price of Going Green: Public Secondary School Teachers’ Attitude Toward Sustainable Products

Abstract

Green products are the global focus on sustainability, which requires monitoring consumer views toward green products. This study examines public secondary school teachers' willingness to purchase eco-friendly items despite the cost. Consumer behavior and sustainability research are numerous, but few studies investigate educators' viewpoints, making this study uncommon. Exploring the demographic factors such as age, gender, income level, and awareness that influence teachers' willingness to purchase sustainable products is the primary aim of this research. The study uses a quantitative research approach where survey methods and convenience sampling were utilized to gather responses from 230 teachers from a population of 1,054. Weighted Average Mean (WAM) and Spearman's Rank-Order Correlation were the data analysis used in conducting to identify trends and relationships among key variables. Findings reveal a complex interplay between demographics and willingness to pay for sustainable products. Based on the findings, the younger teachers demonstrate a higher awareness of sustainability but remain financially cautious due to budget constraints or the prioritization of other expenses (29-33). However, older teachers are less willing to invest in eco-friendly classroom materials due to established spending habits or skepticism toward being environmentally friendly (39 and above). Gender differences are minimal, except for food products, where a weak negative correlation suggests slight variations in purchasing behavior. The teachers earning above ₱40,000 due to differing financial priorities, perceptions of value, or access to alternative options are less willing to pay for sustainable products. A strong positive correlation emphasizes the importance of sustainability education regarding awareness and willingness to pay. Results implied that teachers, even though they are mindful of the need for sustainability, cannot fully commit to green shopping due to financial limitations. To bridge this gap, policymakers and institutions should consider subsidies, sustainability incentives, and enhanced awareness programs to encourage sustainable consumer behavior.