Characteristic and Preferences of Green Consumer Stratification As Bases to Formulating Marketing Strategies of Ecolabel-Certified Furniture

Ririn Wulandari · Budi Suharjo · Agus Wijaya Soehadi · Herry Purnomo

10 citations0/0 files storedIssues in Social and Environmental Accounting

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

International furniture markets certify ecolabel has been growing, but the domestic market has not yet developed. Unfortunate, because these products have two advantages that ensure environmental sustainability and promote a furniture market. This study was expected to open and developed the domestic market for ecolabel-certified furniture. The aim of this study was to develop marketing strategies for ecolabel-certified furniture on each of green consumer stratifications. Consumer stratification was conducted to group a wider market. This grouping was meant to make the marketing strategies drawn up can be used appropriately. The formulation of the marketing strategies for ecolabel-certified furniture was done through an analysis of consumer preferences over the strategies in question. The components used were: satisfaction, safety, socialization, and sustainability, as well as government policies which could open markets. The respondents were 408 potential consumers in Jakarta and its surroundings. The method used was purposive and convenience sampling, in which the survey was conducted at exhibitions and showrooms. Ward Method, Stepwise Discriminant Analysis and Biplot Analysis were used to generate consumer stratifications. Before that, reliability tests were conducted using Crombach Alpha method. In addition, data was explored and reduced using Component Principle Analysis. Preference analysis was performed using the method proposed by Thurston Case V. This study results four stratifications of green consumers. There were similarities and differences in preference on each of the stratification of the component of green marketing strategy as well as the marketing strategies of furniture-certified ecolabel for the targeted consumers.

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References

2000Marketing management: analysis. planning. implementation and control 1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 1994Statistics In Kinesiology 2005Green marketing: legend, myth, farce or prophesy?2006Beyond ecolabels: what green marketing can learn from conventional marketing 2006An empirical study on the influence of environmental labels on consumers 1999Green Marketing: Opportunity for Innovation 2009Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps

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