Environmental attributes and market segmentation: insights from India

Abstract

The main purpose of the study was to identify the segments of consumers based on their environmental attributes (such as eco-literacy, environmental concern, attitude towards green products and willingness to pay for green products). Data was collected from a sample of graduate and post-graduate students enrolled in educational institutions located in the national capital of India (New Delhi) and surrounding areas, popularly known as National Capital Region (NCR). The data collected was analysed with the help of exploratory factor analysis, hierarchical clustering and discriminant analysis. Three segments i.e. Heavy greens, middle greens, and light greens were identified. Heavy greens are characterised by high levels of eco-literacy, environmental concern, positive attitude towards green products and willingness to pay for green products. Middle greens demonstrate high levels of eco-literacy but it does not translate into environmental concern and willingness to pay. Light greens are negatively disposed towards environmental issues and are indifferent towards environment-friendly products. It is expected that the study will be of immense benefit to marketers in identifying and effectively targeting consumer segments and also in dovetailing of marketing strategies in the context of green products in India.

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