Sustainable Household Consumption in San Jose, Antique

In Partial Fulfilment of the Requirements in the Subject

Research/Project/Inquiries/Investigation/Immersion

Researchers

JONABETH UBALDO

JANEN TUMANGDAY

VINA VIRAYO

LIESA SABINO

JOANNA MORILLO

Adviser

Kristin Macatigos Cepeda

March 2020
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CHAPTER I

Introduction to the Study

Chapter I has seven (7) parts: (1) Background of the Study, (2) Statement of the Problem,

(3) Theoretical Framework, (4) Conceptual Framework, (5) Significance of the Study, (6) Scope

and Limitations of the Study, (7) Definition of Terms

Background of the Study

Household consumption is the most important component of Gross Domestic Product

(GDP) and it is defined as ‘the consumption of goods and services by households including the

selection, purchase, use, maintenance, repair and disposal of any product or service

(Organisation for Economic Co-operation and Development (OECD), 2002). The consumption

of goods and services is a primary component of economic wellbeing and, as such, a primary

indicator of living standards. Household consumption is very crucial that every consumer should

monitor as well as learn the proper way of consuming household products in order to lessen their

problems because consuming doesn't only mean consuming everything a person have, but it

sometimes refers to how a person make a sustainable consumption which can lessen waste

pollution and even worst scenarios. Proper household consumption is sometimes based to the

behavior of consumers if how they spend or use their resources and how they will be going to

dispose this that can be helpful and good to them and to the environment as well. Household

consumption partly lies in the power that resonates within individuals’ behaviors and ultimately

their decision-making processes.

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Consumers’ behavior is defined as how a consumer behave in terms of using, buying and

disposing products and services in their household, and is influenced by a wide array of complex,

interrelated factors such as demographics, income and prices, policies and infrastructure, as well

as social, cultural and psychological factors (Lautiainen, 2015).

Moreover, there are consumers that do not know the right way to consume energy and

food properly, and how to behave accordingly and appropriately in terms of household

consumption. They are letting all their resources go to waste which sometimes causes many

economic problems such as overconsumption, waste pollution and many more. If these behaviors

of consumers will continue, there is a possibility that household consumption will increase due to

rapid economic globalization and diffusion of the growth logic of modern capitalism that may

lead to government to make actions about it. There is also a growing concern for ever-increasing

levels of consumption in ‘a world of finite resources and delicate natural ecosystems’ that can

affect the lives of many people (Gabriel and Lang, 2006: 9). But a change in individual

consumption behavior can play an important role in helping to achieve reductions in carbon

emission targets and many more problems (Lavelle, Mary Josephine, 2014).

The researchers have come up with a good research study entitled Household

Consumption of Consumers in San Jose, Antique since most of us do not know the real matter

behind it. Its purpose is to know the behaviors of consumers being manifested in household

consumption if how it may affect them and their environment. This study will also help

consumers know more techniques on how to improve their household consumption which they

can use for their own household. This analysis of household consumption from a behavioral

perspective will provide invaluable insight into the current household consumption patterns in

San Jose, Antique, and will inform future policy recommendations that may be more successful
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in predicting environmental behavior change. Hence, a good understanding about this might give

knowledge ensuring that the steps taken to shift consumption behavior towards greater

sustainability will be effective, appropriate and just.

Statement of the Problem

This research study generally aims to determine the relationship between sustainable household

consumption and the consumers’ behavior in San Jose, Antique.

Specifically, this study shall seek answers to the following questions:

1. What are the sustainable consumption practices of consumers in San Jose,

Antique in terms of:

a. Energy Saving

b. Water Conservation

c. Waste Reduction and Reuse

d. Green Consumerism

2. Is there a significant difference in sustainable household consumption

practices when grouped according to:

a. Size

b. Monthly income

3. Is there a significant relationship between family size and sustainable

consumption practices?

4. Is there a significant relationship between family monthly income and

sustainable consumption practices?

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Hypotheses

Based on the problem mentioned, the following hypotheses were put forward.

1. There is no significant difference in sustainable household consumption practices when

grouped according to the size and the monthly income of every household in San Jose,

Antique.

2. There is no significant relationship between family size and sustainable consumption

practices of every household in San Jose, Antique.

3. There is no significant relationship between family monthly income and sustainable

consumption practices of every household in San Jose, Antique.

Theoretical Framework of the study

This research study is supported by the Theory of Planned Behavior (1985) formulated

by Icek Ajzen a Social Psychologist and professor emeritus at the University of Massachusetts

Amherst who received his doctorate from the University of Illinois at Urbana – Champaign. This

theory incorporated another variable of behavior, perceived behavioral control, to increase its

predictive capabilities. Perceived behavioral control (PBC) is defined as, “a person’s belief as to

how easy or difficult performance of the behavior is likely to be...and beliefs about resources and

opportunities may be viewed as underlying perceived behavioral control” (Ajzen and Madden,

1986). Theory of Planned Behavior is a particularly useful model as it enables the addition of

different variables to explain environmental behaviors (Jackson, 2005). The Theory of Planned

Behavior (TPB) has been the foundation for a vast proportion of psychological research on pro-

environmental behavior. Indeed, the model has been adapted in numerous ways to develop more
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nuanced explanations for the attitude-behavior relationship, as well as to explain certain

consumption behaviors (Bamberg, 2003; Knussen et al, 2004; Mannetti et al., 2004).

Theory of Planned Behavior is important because it supports and guides this research

study which will help to know the sustainable household consumption. Many authors in the field

of environmental psychology rely on various forms of the ‘attitude-behavior model’ to explain

and understand individual consumption behavior (Spaargaren, 2003). The Theory of Planned

Behavior has been particularly popular with researchers attempting to explain recycling and

energy related behaviors (Bamberg, 2003).

Conceptual Framework

The concept of this study is to show the behavior of the household consumers in terms of

energy saving, water conservation, waste reduction and reuse, and green consumerism. The

framework has two major parts: 1. The demographic profile of the respondents which are the

household consumers as the independent variable; and 2. The sustainable household

consumption practices in terms of energy saving, water conservation, waste reduction and reuse,

and green consumerism as the dependent variable. The diagram (see figure 1) shows the

expected flow of relationship between variables which are the demographic profiles of the

Household Consumers; size and family monthly income as the independent variables and

Sustainable Household Consumption Practices; energy saving, water conservation, waste

reduction and reuse, and green consumerism as the dependent variables.

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Independent Variable Dependent Variable

Sustainable Household
Demographic Profiles of Consumption Practices
the Household Consumers: • Energy saving
• Size • Water conservation
• Family Monthly • Waste reduction and reuse
income • Green consumerism

Figure 1. Research Paradigm of the Research Study Sustainable Household Consumption in San
Jose, Antique

Significance of the Study

This research will be conducted in order to give ideas to the household consumption of

consumers in San Jose, Antique. It will give benefits to the following:

Consumers

This research study will help them perform a better practice in their household

consumption because they can get tips in this research study which they can use. They will have

a better understanding about their behaviors towards household consumption and have more

knowledge on how they can apply it in their daily life.

Sellers or Service providers

This research study will serve as an information booklet for them to be fully aware of the

behaviors of their customers about purchasing and consuming the goods and services that are
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offer to the consumers. They will have background information about the consumers buying

behavior which they can use in making consumers more satisfied.

Government or Law makers

The result from this research study will give them idea about how consumers behave in

line to their different needs and wants. They will have a better understanding and have more

knowledge about the behavior of every consumers of household consumption in San Jose,

Antique, which they can use to create projects or hold seminars to make consumers be aware and

help them change their behavior in an appropriate manner. They can also formulate new plans

and decisions to be able for them to prevent worst scenario.

Students

The result of this study will provide background information to them which they can use

and apply to their everyday lives and for them to perform better practices in their houses and

schools. This research will also serve as the basis for their future research topic that is related to

our study.

Future Researchers

This research study will give benefits to them because this will serve as their guide and

they will have more ideas about this study. This will help them exposed to other literature and

other research studies and increase their potential as a researcher. They will have a better

understanding about the possible literature for other studies in relation to the research topic

presented.
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Scope and Delimitations of the Study

This study is a correlational type of research focusing on the consumer’s behavior

towards Sustainable Household Consumption in San Jose, Antique. This study will be conducted

on November 2019. The respondents of this study were the consumers living in San Jose,

Antique, and specifically one respondent from one household. It may be students, parents,

employees, teachers, and more, in short consumers can be anybody as long as they can respond

to the survey questionnaire provided by the researchers.

The researchers will cite different answers from different respondents. The researchers

will conduct an in-house survey in which the researchers will visit the respondents in their

houses or workplace and will be given a questionnaire in a form of likert scale. It contains

questions pertaining to their behavior towards household consumption and how often they used

it, which will be distributed to different respondents.

The statistical tools that will be used in this research study are Mean, One Way Analysis

of Variance (ANOVA), Pearson R and T-test, with ∝= 0.05 level of significance. All of the

statistical tests were computed using Microsoft Excel 2010 and IBM® Statistical Packages for

Social Sciences (SPSS®) Version 20 software application.

Furthermore, the study limits itself to consumer’s behavior towards household

consumption in San Jose, Antique specifically in Brgy. 8 and will not attempt to measure this

variable in other environment. The research will only focus on consumers living in San Jose. The

research will be limited or will only ask for the way the respondents consume including its

categories and nothing more that is not concerned in the research study.
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Definition of Terms

For the purpose and clarification of the study, the following terms are defined conceptually and

operationally.

Household Consumption Practices

Household Consumption or Household final consumption expenditure covers all

purchases made by resident households (home or abroad) to meet their everyday needs: food,

clothing, housing services (rents), energy, transport, durable goods (notably cars), spending on

health, on leisure and on miscellaneous services (oecd.- library.org, 2013).

In this study, “household consumption” refers to the selecting, purchasing, and using of

products by the household consumers.

Consumers’ Behavior

Consumers’ Behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants (IARE,

2000).

In this study, “consumers’ behavior” refers to how consumers behave when purchasing or

choosing what they will buy.

Water conservation

Water conservation refers to the preservation, control and of water resources, both

surface and groundwater, and prevention of pollution (stats.oecd.org, 2001).

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In this research study water conservation serves as one of the sustainable household

consumption practices of every household in San Jose, Antique which refers to the way the

consumers conserve and use their water.

Energy conservation

Energy conservation is the decision and practice of using less energy (constellation,

2019).

In this research study, energy conservation serves as one of the sustainable household

consumption practices of every household in San Jose, Antique which refers to the way

respondents conserve their electricity in their household.

Waste Reduce and Reuse

Waste Reduce and Reuse means not being wasteful is cultural trait and a personal

responsibility that should guide decisions we make in our lives, businesses, and municipalities

(nrcm.org, 2019).

In this study, waste reduction and reuse serves as the sustainable household consumption

practices of every household in San Jose, Antique which refers to

Green consumerism

Green consumerism means who is mindful of environment related issues and obligations,

and is supportive of environmental causes to the extent of switching allegiance from one product

or supplier to another even if it entails higher cost (businessdictionary.com, 2019).

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In this research study, green consumerism is one of the sustainable household

consumption practices which refers to consumers who tends to pay much attention on buying

environment-friendly products and who thinks of protecting our environment from harmful

products.

CHAPTER 2

Review of Related Literature

Chapter 2 presents the review of the literatures related to the present research study.

This literature review discusses two (2) topics, namely (1) Sustainable Consumption of

Household, and (2) Sustainable Household Consumption Practices; a.) Energy Saving, b.) Water

Conservation, c.) Waste Reduction and Reuse, and d.) Green Consumerism.

Sustainable Consumption of Household

Sustainable Production and Consumption is defined as the use of goods and services that

respond to basic needs and bring a better quality of life, while minimizing the use of natural

resources, toxic materials and emissions of waste and pollutants over the life cycle, so as not to

jeopardize the needs of future generations (Oslo Symposium on Sustainable Consumption cited

in Reisch 1998, 9).

In regard to sustainable consumption, the focus is future oriented people. Sharifah et al.

(2005) suggested that sustainable consumption is the careful act of acquiring, utilizing and

disposing the goods which are concerned for social and environmental welfare. In a similar vein,
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Peattie and Collins (2009) defined sustainable consumption as the consumption practices that

meet individuals’ current wants and needs without sabotaging the needs of future generations. In

epitome, it advocates to fulfil the needs and wants wisely and forbids being extravagant in

expenditure. This is because, the devotion to acquire excessive wealth can destroy one’s life and

may cause the destruction to people’s morality (Ghazanfar & Islahi, 1998). Not only this,

indulging oneself to high level of materialism may provoke other problems, such as hostility,

greed and pride (Abd Rahman, 2010). Considering the negative impact of too much worldliness

and materialism, the concept of sustainable consumption is originated which suggests to avoid

excessive consumption and materialistic orientation.

Consumption enables meeting human needs and wants. It encompasses a big spectrum of

need fulfilment activities and purposes including status acquisition, identity formation, social

class identification and so on (Pink, 2009). The notion of consumption can be viewed from two

perspectives. The first perspective focuses on ‘basic need fulfilment with satisfaction-seeking

orientation’, while the second perspective emphasizes ‘pleasure-seeking orientation with

gratifying desires and wants’ (Godazgar, 2007). And when sustainable consumption is practiced,

resources are used wisely and waste products and pollution are minimized. The main way this is

achieved is by doing more and better with less. In other words, we can find ways to meet our

needs and desires without depleting our planet's finite natural resources.

In general, the research findings show that many theoretical expositions have been

formulated which subjected sustainable consumption or consumption itself was based to the

consumers’ needs and wants as well as the behavior he/she used when it comes to consuming.

Review of literature suggests that regardless of the country and cultural bonding, most of the
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consumers have lack proper understanding of the duties and obligations of being a social citizen.

To be a true consumer, one is to acquire proper knowledge about his/her duties and obligations

in economic sphere for long run. A concerned consumer is supposed to know the do’s and don’ts

in matters relating to earning and spending, investments and savings in addition to the duties

he/she is to discharge towards the neighbors, kith and kins, wayfarers and strangers (Farzana

Quoquab & Jihad Mohammad, 2016).

Sustainable Household Consumption Practices

a.) Energy Saving Practices

Energy Saving is very important in the entire process of evolution, growth and survival of the

world. Energy saving is a crucial topic worldwide. The costs of energy-saving measures have

been a critical barrier in its implementation (Sardianou, 2008). For customers to invest in energy-

saving equipment’s subsidy plays a major role (Jaffe and Stavins, 1994). As such for promoting

electricity energy-saving behaviors various measures or equipment must be subsidized. In

addition, the bureaucratic and organisational barriers that hinder such investments should be

done away with (DeCanio, 1998).

Further, in this study, the respondents have also expressed their concerns about high

maintenance cost of electricity energy-saving equipment. One of the barriers in promoting clean

energy programs has been high maintenance energy-saving equipment (Brown, 2001). The

policy makers should have strict legislative framework for the manufacturers of such equipment

for having service centers in regions where they are operating. Also, all the tall claims made by

the manufacturers of such equipment should be carefully tested and studied for their viability.
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According to reports from the Department of Energy, energy consumption in the average home

could be slashed by 60% through the use of conservation methods and investment in new

products to improve the efficiency of consumption. Toward this end, DOE (1980) survey results

show some sort of conservation-related equipment or insulating material was added to 50% of

the housing units eligible for Federal energy tax credits in 1977-78. Homeowners in 1980

claimed tax credits on an estimated $4 billion worth of investments in energy saving products

primarily related to home heating. Analysts suggest that this investment rate could reach the $30

billion level per year by 1990 (Business Week 1981). As the result of consumer efforts from

1973-1980, DOE estimates that energy consumption per household has been reduced an average

of 12: (Forbes 1982).

Republic Act 11285 or the Energy Efficiency and Conservation Act on April 12. The law

seeks to promote the development and use of efficient renewable energy technologies, reinforce

related laws on energy conservation and ensure a market-driven approach to energy sufficiency,

conservation, sufficiency and sustainability in the country. The committee urges new energy

commission that would prioritize how energy bills and security rather than how carbon

emissions.

Household Energy Consumption have positive and negative effect to every family size and

income based on how they used the energy sources. Households use different energy sources for

lighting, cooking, and heating needs. It aids the pursuit of productive activities like studying and

the pursuit of health and hygiene. Weather or climate is an integral part of our lives and it is

certainly relevant in energy use. Electricity consumption is lower when it is raining because there

is less need for cooling. Fuelwood, charcoal, and biomass consumption may be lower due to
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supply constraints during rainy season. LPG consumption may be affected due to damaged

infrastructures resulting from landslides and heavy rains. In turn, weather shocks and climate

change are known to affect men and women differently and the different effects are the likely

result of the different roles gender play in the society. In the context of energy use, Charmes

(2006) provides evidence refuting the claim that mostly women and girls collect firewood but

provides support for the widely-held belief that majority of women and girls are involved in food

preparations.

b.) Water Conservation Practices

Water conservation refers to reducing the usage of water and recycling of waste water for

different purposes like domestic usage, industries, agriculture etc. Water plays an important role

in the world economy, as it functions as a solvent for a wide variety of chemical substances and

facilitates industrial cooling and transportation (A. Balasubramanian, 2019). The ultimate goal of

water conservation effort can be focused to reduce unnecessary water intake and to alter the flow

to the places where physical and chemical properties of the water are encouraging to reuse. In

addition, water conservation plans can be implemented by new planning, management,

technology, regulatory and enforcement in water supplying systems and re-habilitate in water

usage habit to individuals. The key point in water conservation plans is monitoring the water

sources and reservoirs of stream flows, surface water resources and ground water levels.

(Kurunthachalam, 2014).

The importance of water conservation and water loss reduction should always be an

integral part of the management of freshwater resources and needs to be given prominence in

freshwater resources planning. As is suggested by the three interlinking arrows in the recyclable
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materials symbol, reduction of waste is the first of the several means of resource conservation

(the other means being reuse and recycling, both of which are covered elsewhere in this volume).

The choice to conserve water depends on contextual factors, such as the price of water,

household characteristics, the level of inconvenience and practicality of practices, as well as the

attitudes and social norms of the household. A seminal paper by Gregory and Di Leo found

evidence in an Australian study that water conservation adoption was driven by a process of

environmental awareness, personal involvement, habit formation and contextual factors such as

income.

Variables affecting demand in water includes price, household income, weather, housing

characteristics (number of bedrooms and bathrooms, garden size, metering), the frequency of

billing and tariff design, indoor versus outdoor use (seasonal demand and peak-load pricing.).

Household characteristics influence water demand and the potential for water conservation, such

as: (1) higher income is generally found to be associated with a higher water demand; (2) larger

household size uses more water and similarly; (3) an older household tends to use more water

(Promoting Water Conservation: Where to from here? by Moglia, Cook and Tapsuwan, 2018).

For water management purposes, the community can be divided into two basic groups:

system users (such as households, industry, and agriculture) and system operators (such as

municipal, state, and local governments and privately owned suppliers). These users have a

choice of a number of different practices, which promote or enhance the efficiency of their use.

These practices fall into two basic categories: engineering practices, based on modifications to

hardware (e.g., plumbing and fixtures) and/or water supply operational procedures, and

behavioral practices, based on changing water use habits.

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Turner et al. have suggested water conservation be promoted within low-income groups

because of the high relative savings as well as social benefits to these groups. However, it has

also been argued that there is no “average water user” because there are so many context-specific

factors associated with different sites and different homes (kitchen sink, shower, toilet, outdoor

tap, etc.) that vary so greatly that prediction becomes almost impossible. In fact, it has been

shown that even with segmentation based on attitudes, values, and socio-geo-demographic

variables, current approaches provide relatively poor predictions of individual water use [59]. A

study by Jorgensen et al. in South Australia and Victoria, Australia, explored the way that the

temporal dynamics of metered household water consumption could be explained by individual

household characteristics. It was found that household size and personal motivations were

important factors, and the level of social comparison predicts temporal changes over time.

Sofoulis argues, based on interviews with water professionals in Australia, that there is a need to

focus more on the application of social, political, and cultural theory in designing water

conservation programs. Theoretical insights from these fields can provide for better consideration

of gender, intrinsic motivations, cultural considerations, and ethics.

In avoiding any damage to water quality and improving water management practices that

reduce the use or enhance the beneficial use of water there are strategies that is applicable for all

household consumers. One strategy in water conservation is rain water harvesting. Digging

ponds, lakes, canals, expanding the water reservoir, and installing rain water catching ducts and

filtration systems on homes are different methods of harvesting rain water. Many people in many

countries keep clean containers so they can boil it and drink it, which is useful to supply water to

the needy. Harvested and filtered rain water can be used for toilets, home gardening, lawn

irrigation, and small scale agriculture (Vickers, Amy (2002) Water Use and Conservation).
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In addition to raising consumer awareness of their water use, metering is also an

important way to identify and localize water leakage. Water metering would benefit society, in

the long run, it is proven that water metering increases the efficiency of the entire water system,

as well as help unnecessary expenses for individuals for years to come. One would be unable to

waste water unless they are willing to pay the extra charges, this way the water department

would be able to monitor water usage by the public, domestic and manufacturing services

because it is believed that important barriers to adoption of water conservation behaviors are the

perception of inconvenience and impracticality, as well as costs associated with water-saving

appliances.

c.) Waste Reduction and Reuse Practices

“Waste Reduction and Reuse, also known as source reduction, is the practice of using less

material and energy to minimize waste generation and preserve natural resources” (Lenihan,

2019). As the population grow bigger, the production increases that results waste to increase.

People can’t stop it but people can regenerate it. People should only buy what they need and when

acquiring goods, they should obtain substitutes to reduce and reuse waste.

According to the Waste Minimization and Cost Reduction for the Process Industries (1995),

waste reduction is the newer approach that has the potential for effects including interference in

process operations and product quality. Reducing waste is helping the environment safe and

protected from harm and being depleted. Waste reduction has several aspects (Skinner, 2004).

One is toxicity reduction in which the nature of the waste is changed by reducing manufacturer's

use of toxic materials in consumer products. Another is volume reduction cutting the amount of

waste generated by using less material in the first place. It may come with a positive and
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negative effect of household consumption on waste reduction and reuse. Worker productivity

may increase as a result of a particular waste reduction action; while product quality might

decrease as a result of another action (Cheremisinoff, 1995).

Republic Act (RA) 9003 or the Ecological Solid Waste Management Act of 2000, a law that

protects and avoid the possible effects that may happen in the environment. RA 9003 declares

the policy of the state in adopting a systematic, comprehensive and ecological solid waste

management program that ensures the protection of public health and the environment and the

proper segregation, collection, transport, storage, treatment and disposal of solid waste through

the formulation and adoption of best environmental practices (Aquino et al., 2013).

In general, waste reduction offers several environmental benefits (Lenihan, 2019). It can’t

only reduce and reuse waste but also help people to give value to every natural resource they use

and to give information to people that they should have a decision making before purchasing

product that is very harmful to the environment. Before buying, think first. If you buy, think of

methods on how to reduce and reuse it. Success in reducing waste starts with human factors and

requires an examination of opportunities (Cheremisinoff, 1995).

d.) Green Consumerism Practices

According to Dono et al., 2010, Green consumerism is the continuation of global

consumerism action that started with consumer awareness about their rights to get proper

product, safe, and eco-friendly product. Consumer awareness of eco-friendly product become a

suitable issue to be lifted remembering that stuff is important for future human sustainability.
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Brindley &Oxborrow, 2014 stated that green consumers are the ultimate users of end

products that are manufactured, although industrial consumers may be green as well, the focus is

on individual or household consumers. Arguably, much of the green movement is driven by

consumers, who then make their needs known through the supply chain, helping, in turn to green

the supply chain and markets. Green consumer also defined as consumers who prefer products

that are not likely to endanger human health or damage the environment (Tekade&Sastikar,

2015; Xie et al., 2014).

According to Kaufmann, Panni, or Phanidou, 2012, Consumers' environmental concerns

are connected to the benefit towards the biophysical environment and its issues connected to the

consumer and the surroundings. Initially, gender plays an essential role in consumerism and

environmental consciousness. However, green consumer is typically known as one who support

eco-friendly attitudes and/or who purchases green products over the standard alternatives

(Boztepe, 2012).

Understanding green consumerism as a household practice requires attending to the

meanings, materials and skills shaping how much they consume in their everyday life. This

requires accounting for the socio-technical landscape influencing green consumption, which

necessitates considering the role of state and corporate actors. In this way, scholars can consider

how state and corporate policies can either make consumption more sustainable or individualize

responsibility to protect the environment while these more powerful entities engage in harmful

environmental practices (Soneryd and Uggla 2015).

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Greening consumption, as a practice, might involve efforts to move green consumption

out of the private sphere and into the public sphere, where policies and politics are shaped

(Kennedy and Bateman 2016).

Akenji (2014) defined green consumerism as “the production, promotion, and preferential

consumption of goods and services on the basis of their pro-environmental claims”. This

definition brings out three interrelated concepts, depending on whether green consumerism is

viewed from the perspective of the manufacturers, the marketers (and retailers), or the

consumers. From the manufacturers’ perspective, green consumerism would imply green

production, i.e., adopting production processes that use less natural resources, consume less

energy, and emit less pollutants, as well as green product development, e.g., Toyota Prius, a

petrol-electricity hybrid car (Akenji 2014). From the marketers’ (or retailers’) perspective, green

consumerism means green marketing, e.g., eco-labelling products and services (Akenji et al.,

2011). From the consumers’ perspective, green consumerism would imply purchasing and

consuming green products and engaging in environmentally responsible consumption activities,

such as recycling (Akenji et al., 2011).

Extant literature on green consumerism research viewed from the consumers’ perspective

are generally directed to addressing a number of questions relating to how green consumerism

could be achieved at different levels of society and, perhaps, even globally (Sparks and Shepherd

1992); whether the burden of increasing green consumption should be borne by individual

consumers, as a moral obligation (Moisander 2007); and what factors affect individuals’ choice

of green practices in their routine interaction with the environment. Answers to these questions

have also been explored in many different ways. For instance, to investigate how green
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consumerism could be achieved, Hirschl et al. (2003) demonstrated how product life could be

extended and product use intensified through a shift in use regimes in household washing and

winter sports.

To understand how to target different types of consumers to increase their participation in

green consumption, several studies have been carried out to profile consumers and determine

their attitudes toward green consumerism (e.g. Autio, Heiskanen, and Heineken 2009; Diaz-

Rainey and Ashton 2011; Hirschl, Konrad, and Scholl 2003; Mintz 2011). Others have explored

factors that affect specific types of green consumption intentions and/or behavior, such as to

recycle papers, glass and plastic containers, cardboard and motor oil (Vinning et al. 1992); to

consume organic vegetables (Sparks and Shepherd 1992); to consume green food (Zhu et al.

2013); and to bring own shopping bags when visiting a supermarket (Chan, Wong, and Leung

2008).

To explore antecedents of green consumption behavior, we invoked, first, the tenets of

Theory of Planned Behaviour (TPB) (Ajzen 1991), supplemented, subsequently, by the precepts

of Social Exchange Theory (SET) (Hall 2003). Ajzen (1991) suggested three antecedents for

behavioral intention: attitude toward the behavior; subjective norms or perceived social pressure

from social reference groups, such as family and friends; and behavioral control, which denotes

perceived ease, or difficulty, in performing the behavior. The joint effects of these antecedents

lead to behavioral intention. In developing the measurement items for attitudes, subjective

norms, behavioral control and intention, we focused on green purchase (i.e., buying green

products), which we view as the root of green consumption. We believe that consumers with
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intention to purchase green products would have a pro-environmental posture, which would be

consistently displayed in both their pre- and post-consumption behavior.

Synthesis

Sharifah et al. (2005) suggested that sustainable consumption is the careful act of

acquiring, utilizing and disposing the goods which are concerned for social and environmental

welfare. In a similar vein, Peattie and Collins (2009) defined sustainable consumption as the

consumption practices that meet individuals’ current wants and needs without sabotaging the

needs of future generations. In epitome, it advocates to fulfil the needs and wants wisely and

forbids being extravagant in expenditure. Considering the negative impact of too much

worldliness and materialism, the concept of sustainable consumption is originated which

suggests to avoid excessive consumption and materialistic orientation.

Energy Saving is very important in the entire process of evolution, growth and survival of

the world. The costs of energy-saving measures have been a critical barrier in its implementation

(Sardianou, 2008). For customers to invest in energy-saving equipment’s subsidy plays a major

role (Jaffe and Stavins, 1994). As such for promoting electricity energy-saving behaviors various

measures or equipment must be subsidized. In addition, the bureaucratic and organisational

barriers that hinder such investments should be done away with (DeCanio, 1998).

Water conservation refers to reducing the usage of water and recycling of waste water for

different purposes like domestic usage, industries, agriculture etc. Water plays an important role

in the world economy, as it functions as a solvent for a wide variety of chemical substances and

facilitates industrial cooling and transportation (A. Balasubramanian, 2019).

 ANTIQUE NATIONAL SCHOOL
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“Waste Reduction and Reuse, also known as source reduction, is the practice of using

less material and energy to minimize waste generation and preserve natural resources” (Lenihan,

2019). As the population grow bigger, the production increases that results waste to increase.

People can’t stop it but people can regenerate it. Waste reduction has several aspects (Skinner,

2004). One is toxicity reduction in which the nature of the waste is changed by reducing

manufacturer's use of toxic materials in consumer products. Another is volume reduction cutting

the amount of waste generated by using less material in the first place. Success in reducing waste

starts with human factors and requires an examination of opportunities (Cheremisinoff, 1995).

According to Dono et al., 2010, Green consumerism is the continuation of global

consumerism action that started with consumer awareness about their rights to get proper

product, safe, and eco-friendly product. Brindley & Oxborrow, 2014 stated that green consumers

are the ultimate users of end products that are manufactured, although industrial consumers may

be green as well, the focus is on individual or household consumers. According to Kaufmann,

Panni, or Phanidou, 2012, Consumers' environmental concerns are connected to the benefit

towards the biophysical environment and its issues connected to the consumer and the

surroundings. Initially, gender plays an essential role in consumerism and environmental

consciousness. However, green consumer is typically known as one who support eco-friendly

attitudes and/or who purchases green products over the standard alternatives (Boztepe, 2012).

In general, the research findings show that many theoretical expositions have been

formulated which subjected sustainable consumption or consumption itself was based to the

consumers’ needs and wants as well as the behavior he/she being used when it comes to

consuming. A concerned consumer is supposed to know the do’s and don’ts in matters relating to
 ANTIQUE NATIONAL SCHOOL
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earning and spending, investments and savings in addition to the duties he/she is to discharge

towards the neighbors, kith and kins, wayfarers and strangers (Farzana Quoquab & Jihad

Mohammad, 2016).

CHAPTER 3

Methodology

Chapter 3 presents the research design, locale and respondents of the study, the sampling

technique used, the research instruments used, and the data gathering and data analysis procedures.

Research Design

This research study combined a quantitative approach and descriptive method. The main

purpose of this research is to investigate whether there is any correlation to the behavior of

consumer towards sustainable household consumption in San Jose, Antique. Quantitative

Approach was employed since this research will define the research questions based on the

trends in the field of research site. Creswell (2012.p.13) describes that quantitative approach is

used if the researchers want to identify a research problem based on trends in the field or on the

need to explain why something occurs. Descriptive Approach in this study is particularly the

descriptive statistic approach due to the quantitative approach that has been elaborated in the

previous paragraph. Arikunto (2007 p.234) explains that descriptive research is the one that is

intended to gather some information regarding to the trend found in the field. It means that there

is no administration and control in this kind of research.

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The correlational method is used in this research since it is intended to investigate the

relationship between the variables (Arikunto, 2007,p. 2007). The degree of correlation between

two variables as classified in the form of correlation coefficient. This is also supported by

Creswell (2012,p.338) opinion that in correlational research design investigators use the

correlation statistical test to describe and measure the degree of association (or relationship)

between two or more variables on sets of scores.

Locale of the Study

This research study will be conducted in San Jose, Antique, specifically in our chosen barangay,

the Barangay 8, that suits and are appropriate to our study. (see Figure 2 and 3)

Figure 2. Map Location of San Jose Antique Figure 3. Brgy. 8, San Jose, Antique location
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Respondents of the Study

The researchers will use one household as one respondent. In 2018 population survey,

there are 16,750 number of households in the whole San Jose which is composed of 28

barangays (see table 1). Out of 16,750, the researchers have required to survey a total of 391

number of respondents. (see computations below for the data) The 391 respondents were

computed using the Slovin’s formula and will come from the Barangay 8, San Jose, Antique.

2018 Household Population

Barangay No. of Households
Brgy. 1 599
Brgy. 2 329
Brgy. 3 304
Brgy. 4 618
Brgy. 5 227 𝑁
Brgy. 6 86 N=
1+𝑁𝑒 2
Brgy. 7 85
16,750
Brgy. 8 1,095 =
1+16750 (0.05)2
Atabay 479
Badiang 712 = 391- sample size
Bariri 326
Bugarot/Guinbangga-an 599 Formula 1. Computations of
Cansadan/Tubudan 458 the sample size.
Durog 87
Funda/Dalipe 1,380
Igbonglo/Lugutan 363
Inabasan 368
Madrangca 585
Magcalon 297
Malaiba 335
Maybato Sur 454
Maybato North 2,862
Mojon 615
Pantao 217
San Angel 545
San Fernando 682
San Pedro 1,222
Supa 331
TOTAL 16,750
Table 1. Household Populations in San Jose, Antique (source:
Municipal Hall)
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Sampling Technique

In determining the respondents, the researchers have formulated a sampling technique

using cluster and random sampling. Cluster sampling is defined as a sampling method where

multiple clusters of people are created from a population where they are indicative of

homogeneous characteristics and have an equal chance of being part of the sample (Adi Bhat,

Question Pro.com). But instead of people, in this research the barangays represent one cluster so

that it will be easy for the researchers to choose the best cluster which will be included in the

sample size.

However, in choosing the cluster, the random sampling will take place. Random

sampling is a way of selecting a sample of observations from a population in order to make

inferences about the population (Tim Bock, displayr.com). The researchers just directly select

the best cluster by picking it in a jar then the Barangay that was picked is Barangay 8 which has

a total of 1,095 households. The number of the households is enough for the sample size.

Regarding the conduct of survey, the researchers will also use Convenience Sampling wherein

the respondents will be chosen according to their availability and accessibility.

Research Instrument

This research study shall make use of one research instrument which is the survey

questionnaire to get specific and emphasize information. This research study enforces a research

made questionnaire to acquire data needed in order to determine the relationship between

sustainable household consumption and the consumers’ behavior in San Jose, Antique. Even
 ANTIQUE NATIONAL SCHOOL
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though the researchers will use a research made questionnaire it still need to undergo face

validation in order to have a credible and reliable research instrument.

A letter addressed to the respondents is attached to the questionnaire explaining the

research, its rationale and purpose, and the general instructions on how to fill out the form. The

questionnaire is composed of three parts. Part one seeks to gather data regarding the

demographic profile of the respondents which includes the size of their family and monthly

income. Part two of the questionnaire consists of the questions regarding the sustainable

household consumption practices in terms of energy saving, water conservation, waste reduction

and reuse, and green consumerism. Possible responses are limited to a five-point Likert scale: (5)

Always; (4) Often; (3) Sometimes; (2) Rarely; (1) Never.

Data Gathering Procedure

Prior to the conduct of the gathering of data, the researchers secured permission to conduct

the study in San Jose, Antique by disseminating or giving a letter to the respondents. Then, the

researchers will go to the houses of the respondents at their convenience time to personally deliver

and retrieve the questionnaires.

After the retrieval, the questionnaires will be reviewed for completeness of the answer and

if there are items that are not answered properly by the respondents. The responses to the

questionnaire will be numerically converted, tallied and electronically processed, analyzed and

interpreted using Microsoft Excel 2010 and IBM® Statistical Package for Social Sciences (SPSS®)

Version 20 software application.

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Data Analysis Procedure

In this data analysis, the researchers will be able to determine the relationship and

difference among variables from the result of the survey. Statistical tools will be used in order to

answer the following questions under Statement of the Problem. To answer the following

questions:

1. Percentage will be used to present and analyze the data regarding the demographic profile of

the respondents, in addition to this, percentage will be used to determine the number of same

responses from the respondents.

2. Weighted mean will be computed to represent the responses of each respondent to the

questionnaire and sustainable household consumption practices while standard deviation will be

used to determine the variability of the variables based on the responses.

3. The Pearson’s Product Moment will be used to measure the statistical relationship between two

variables and the ANOVA for the difference between two variables.

4. The answers gained in the questionnaire will be transcribed to gain more understanding of the

subject and to obtain emphasize information. All statistical computations were process through the

data analysis of Sustainable Household Consumption Practices.