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

TLDR

Green marketing research is increasingly focused on the dynamic nature of ecologically conscious consumer behavior. The study aims to develop a method for profiling and segmenting college students based on ecologically conscious consumer behavior. The authors propose a profiling and segmentation method applied to college students using ecologically conscious consumer behavior metrics. The study finds that psychographic criteria, especially perceived consumer effectiveness, outperform demographic criteria, and that incorporating altruism enhances the profile, resulting in more stable environmental segmentation alternatives.

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.