Marketing Mix Strategies and Demand for Vermicompost: The Mediating Role of Environmental Behavior

Ma. Corazon Nepomuceno Solano

doi:10.36948/ijfmr.2026.v08i04.83429

Marketing Mix Strategies and Demand for Vermicompost: The Mediating Role of Environmental Behavior

Author(s)	Ma. Corazon Nepomuceno Solano
Country	Philippines
Abstract	Organic agriculture continues to gain global recognition due to increasing environmental concerns and consumer preference for sustainable farming practices. Vermicompost, an organic fertilizer produced through earthworm-mediated decomposition of organic waste, has become an important component of environmentally sustainable agriculture because of its ability to improve soil fertility, reduce dependence on synthetic fertilizers, and promote sustainable waste management. Global demand for vermicompost has steadily increased, creating opportunities for small-scale agricultural enterprises. In the Philippines, vermicomposting has become an alternative livelihood for many rural communities as the government continues to promote organic agriculture and sustainable farming practices. Despite its growing market potential, vermicompost producers continue to experience difficulties marketing their products due to weak pricing strategies, limited distribution networks, inadequate promotional activities, and insufficient institutional support, which restrict their ability to expand beyond local markets. Market performance is understood to be collectively shaped by the effective integration of product, price, place, and promotion, while individual decisions and behaviors are influenced by attitudes, subjective norms, and perceived behavioral control. Although sustainable agriculture, sustainable marketing, and environmental behavior have each been examined independently, limited research has investigated how environmental behavior mediates the relationship between marketing mix strategies and market demand among vermicompost producers, particularly within the Philippine context. This study therefore examines whether environmental behavior strengthens the influence of sustainable marketing strategies on the demand for vermicompost products. The findings are expected to contribute to the development of sustainable marketing practices that support both environmental protection and enterprise competitiveness, extending the application of behavioral theory to sustainable agricultural marketing.
Keywords	: Marketing Mix 4P`s, Vermicompost, Environmental Behavior, Marketing Mix Strategies, Demand, SEM-PLS
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-10
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.83429

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Marketing Mix Strategies and Demand for Vermicompost: The Mediating Role of Environmental Behavior

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