Sustainable Green Practices of Coffee Businesses in Naga City

Abstract

This study investigated the adoption of sustainable green practices among coffee businesses in Naga City, Philippines. It identified practices in green marketing, product sourcing, and waste disposal; analyzed customer awareness of sustainable practices and eco-friendly product offerings; examined implementation challenges across business operations, customer perception, and environmental outcomes; and developed a framework to support informed adoption. A mixed-methods design was employed, combining quantitative survey data and qualitative insights from open-ended responses. Using purposive sampling, 100 respondents were selected 50 coffee shop owners or managers and 50 customers to ensure representation across operational profiles and customer perspectives.