Year: 2024
Type: article
Study design: Observational Study
Abstract: Contemporary societies need to develop awareness of lifestyles and consumption patterns and understand how they affect the environment, society, and their health in order to adapt to balanced and co-responsible ways of living. In order to contribute to this, this study seeks to relate the market signals of sustainable products to different types of responsible consumers. Initially, a literature review allowed the typification of consumers into three groups: integral, relative and accidental, and the identification of signals that communicate the sustainability of a company or a product. Consequently, data was collected from 160 consumers who were classified into each type using k-means clustering, while relating the most relevant signals to each. Each type of consumer is well-defined and has very different behaviours and values about sustainability from the others, perceives signals differently and pays attention to attributes that relate directly to their self-perception as a responsible consumer.
Source: Lúmina
Author: Sergio Arias Flórez
Institution: Universidad de Manizales
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403670073