Consumer Awareness and Purchase Intention of Upcycled Products in Baguio City: A Comparative Study by Gender and Age

Abstract ―​

This study investigated the awareness, knowledge, and purchase intention of upcycled products among consumers in Baguio City, with a focus on gender and age differences. The study employed a quantitative research design using a cross-sectional survey method to collect data from 260 respondents, selected through stratified random sampling to ensure demographic representation. A structured questionnaire, distributed online via barangay Facebook accounts, gathered both quantitative and qualitative data on consumer awareness, knowledge, and purchase intention factors. The findings revealed no significant association between gender and awareness of upcycled products, as both males and females exhibited similar levels of awareness. However, females demonstrated a higher level of knowledge about upcycled products compared to males. Age differences in knowledge were not statistically significant. Significant gender differences were observed in purchase intention factors, with females placing more importance on environmental impact, product quality, price, and social influence. No significant gender differences were found for product availability and brand reputation. Age-wise, all groups rated environmental impact and product quality as very important, but social influence showed significant differences, with younger individuals being less influenced by social factors. Females expressed a higher likelihood of purchasing upcycled products in the future compared to males. Among age groups, the 36-45 age group showed the highest likelihood of purchasing, while the 18-25 age group showed the lowest. Based on these findings, the study recommends designing awareness campaigns to reach a broad audience and enhancing knowledge among males through educational programs and workshops. Businesses should consider gender differences in their marketing strategies, emphasizing environmental impact, product quality, and social influence for female consumers, and practical benefits and availability for male consumers. Policymakers should support initiatives that promote upcycling through incentives and collaborations to foster a sustainable market for upcycled products. These recommendations aim to enhance the awareness, knowledge, and purchase intention of upcycled products, contributing to a more sustainable and environmentally conscious consumer market in Baguio City.