Classifying Consumers Based Upon Their Pro- Environmental Behaviour: an Empirical Investigation
Year: 2013
Type: article
Study design: Observational Study
Abstract: Despite a wide applicability of demographic and psychographic variables for \nsegmentation criteria, past research indicates that these variables are not as effective as \nbehavioural variables. The present empirical study’s focus is determining different \ntypologies of Indian consumers, which exist in terms of Pro-Environmental Behaviour \n(PEB), and investigating whether PEB varies across these typologies. For this study, a \ntotal of 152 Indian consumers were contacted through convenience sampling. Using \nfactor and cluster analysis, the typologies were classified as “active green activists” or \n“passive green activists”. Using discriminant analysis, formed groups were validated \nand profiled by chi-square. Using environmental variables as the basis of segmentation, \nthis study offers practical guidelines to green marketers who are targeting the Indian \nmarkets.
Authors: Ashwin Modi, Jayesh D. Patel
Institution: Ganpat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2184188614