Environmental segmentation alternatives: a look at green consumer behavior in the new millennium

Environmental segmentation alternatives: a look at green consumer behavior in the new millennium Looking to the future of green marketing, examines the dynamic nature of ecologically conscious consumer behavior. The study also provides a method of profiling and segmenting college students based upon ecologically conscious consumer behavior. Findings indicate that, despite a significant amount of past research attention, demographic criteria are not as useful a profiling method as psychographic criteria. Consistent with past findings, the study indicates that perceived consumer effectiveness (PCE) provides the greatest insight into ecologically conscious consumer behavior. Further, the inclusion of altruism to the profile appears to add significantly to past efforts. Additional constructs examined suggest that environmental segmentation alternatives are more stable than past profiles that have relied primarily on demographic criteria. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Environmental segmentation alternatives: a look at green consumer behavior in the new millennium

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769910297506
Publisher site
See Article on Publisher Site

Abstract

Looking to the future of green marketing, examines the dynamic nature of ecologically conscious consumer behavior. The study also provides a method of profiling and segmenting college students based upon ecologically conscious consumer behavior. Findings indicate that, despite a significant amount of past research attention, demographic criteria are not as useful a profiling method as psychographic criteria. Consistent with past findings, the study indicates that perceived consumer effectiveness (PCE) provides the greatest insight into ecologically conscious consumer behavior. Further, the inclusion of altruism to the profile appears to add significantly to past efforts. Additional constructs examined suggest that environmental segmentation alternatives are more stable than past profiles that have relied primarily on demographic criteria.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Dec 1, 1999

Keywords: Green marketing; Consumer behaviour; Ecology; Psychographics

References

  • Attitudes and opinions
    Fishbein, M; Ajzen, I
  • Racial differences in consumer environmental concern
    Newell, S.J; Green, C.L
  • Green consumers in the 1990s: profile and implications for advertising
    Roberts, J.A

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