Analysis of Green Marketing for Sustainability: Evidence from select Social Enterprises in the Philippines

Social enterprises are challenged not only to conduct business but also to accomplish social goals with communities, the economy, and the environment. More recently, green marketing is introduced by social enterprises in digital platforms and technologies. However, there is a handful of evidence of green marketing in social enterprises in developing countries. This study explores the use of TikTok videos to determine green marketing content, green marketing strategies, engagement, and potential benefits to social enterprises. Results show evident practices in the 4Ps: green product, green promotion, green price, and green place. Moreso, potential benefits gained from green marketing in TikTok videos cover attracting volunteers, appealing to investors for green investment, awareness building, and creating a target market. This study confirms that green marketing has its way in social enterprises to reach their desired target market and sustainability. This study presents some practice implications and future studies on green marketing.