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

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 o...

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Bibliographic Details
Published in:The Journal of consumer marketing 1999-12, Vol.16 (6), p.558-575
Main Authors: Straughan, Robert D., Roberts, James A.
Format: Article
Language:English
Subjects:
Attitudes
Consumer behavior
Consumer behaviour
Consumers
Ecology
Education
Environmental conditions
Green marketing
Hypotheses
Psychographics
Statistical analysis
Studies
Variables
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Summary: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.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363769910297506