Article2014

Segmenting Green Consumers in the United States: Implications for Green Marketing

26 citations0/0 files storedJournal of Promotion Management

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

Abstract

The purpose of the current study was to segment U.S. consumers into four distinct clusters based on their beliefs and motives regarding pro-environmental consumer behavior. Using a nationally representative sample of U.S. adults from Experian Simmons (N = 22,348), this study revealed that: (a) there are four clusters of consumers in the United States with a unique set of beliefs and motives regarding consumer environmentalism; (b) the clusters have distinct demographic and media usage profiles; and (c) the groups have varying responses to the industry's initiatives to protect the environment. Implications of the research are discussed in light of developing message and media strategies for green marketing.

Citations in this library

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References

2025Advances in Consumer Research 2000Multivariate Data Analysis 2010Going green to be seen: Status, reputation, and conspicuous conservation.2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 2000The Mating Mind: How Sexual Choice Shaped the Evolution of Human Nature 1996Green consumers in the 1990s: Profile and implications for advertising 1999Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination 2006Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude

Cited by

2022Tracking the Path of the Green Consumer: Surveying the Decision-Making Process from Self-Transcendent Values to Supportive CSR Intentions

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