Market Segmentation of Green Consumers in Hong Kong

Market segmentation is one of the useful tools for marketers to define target markets. An intercept sample survey of 704 shoppers in Hong Kong was conducted to segment the market based on the past purchase of environmentally friendly as well as not-so-friendly products. Chi-square analysis and stepwise discriminant analysis were conducted to differentiate heavy and light green consumers using demographics and other environmental variables including green consumerism knowledge and perception about environmentally friendly products. It was found that heavy green consumers were more likely to have a higher education and a higher household income. They perceived that environmentally friendly products were good for their health and helped to save resources. Heavy green consumers were more likely to report that they perceived influence from other persons, the government and the green groups. They had a strong self-identity and think of themselves as green consumers and as someone who was concerned with environmental issues. They possessed a better knowledge about green consumerism and more frequently used the mass media for environmental news. Light green consumers found environmentally friendly products difficult to access. Implications for green marketers and manufacturers are discussed.