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Green consumer market segmentation: empirical findings from Portugal

Arminda Maria Finisterra Do Paço · Mário Lino Barata Raposo

262 citations0/0 files storedInternational Journal of Consumer Studies

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Environmental Sustainability in Business Environmental Education and Sustainability Consumer Behavior and Market Dynamics

Abstract

Abstract Concern with environmental degradation has led to a new segment of consumers: the green or ecological consumers. Marketers must pay special attention to the needs of this segment. The growing concern with the environment, increased competition and greater selectiveness and demands of consumers represent an immediate challenge for green marketing. This paper aims to identify distinct market segments based on several environmental variables. It also investigates individuals' behaviours and perceptions about green consumerism. The used methodology was the collection of primary information through a direct survey. The study covered 887 Portuguese consumers, aged over 18. The results show that certain environmental and demographic variables are significant in differentiating between the ‘greener’ consumer group and the other segments. Portuguese consumers, despite their support for policies designed to improve the environment, do not always translate their concerns into environmentally friendly actions. Possible implications of these results for firms' marketing strategies are also discussed.

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References

1974An Index of Factorial Simplicity 1994Marketing Research: An Applied Orientation 2001Targeting consumers who are willing to pay more for environmentally friendly products 1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 1996The link between green purchasing decisions and measures of environmental consciousness 1975Determining the Characteristics of the Socially Conscious Consumer 1997Green Buying: The Influence of Environmental Concern on Consumer Behavior 1974Ecologically Concerned Consumers: Who Are They?

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