Skip to main content
SpringerLink
Log in

Green Consumer Segmentation: Managerial and Environmental Implications from the Perspective of Business Strategies and Practices

  • Chapter
  • First Online:
Sustainability in Innovation and Entrepreneurship

Part of the book series: Innovation, Technology, and Knowledge Management ((ITKM))

Abstract

With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimizing the negative impacts of their activities. Within this context, new business philosophies, emerged empowering organizations to consider sustainability issues that have come to be viewed as an innovative and differentiating factor, providing competitive advantages (Fraj-Andrés, Martinez-Salinas, & Matute-Vallejo. Journal of Business Ethics, 88, 263–286, 2009; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016). Therefore, organizations have begun incorporating these concerns in their processes, adopting green management policies, and including green marketing strategies in order to remain competitive (Straughan & Roberts. Journal of Consumer Marketing, 16(6), 558–575, 1999; Rivera-Camino. European Journal of Marketing, 41, 1328–1358, 2007). From the marketing perspective, the importance of understanding green consumer behaviour in order to develop better segmentation and targeting strategies is highlighted. Green consumers are changing significantly. Consumers, although with some reluctance, are moving to greener products. The Mintel organization reported that the number of consumers buying green has tripled in recent years. Furthermore, it found that the number of consumers that never bought green products have decreased. These results show that widespread environmental awareness had an important role in purchasing behaviour, with more consumers considering the environmental impact of their buying decisions and looking for a greener alternative to their conventional purchasing options. The existing literature suggests that previous research regarding the green consumer profile has different perspectives. The first group of researchers attempted to characterize green consumer profile using sociodemographic variables such as age, gender, education, income and occupation. In turn, the second group of researchers used psychographic variables instead of sociodemographic ones (Mainieri, Barnett, Valdero, Unipan, & Oskamp. Journal of Social Psychology, 137(2), 189–204, 1997). This chapter aims to better explore the importance of green consumer segmentation and its implications from a management point of view. More specifically, the aim is to analyze which variables better characterize green consumers (sociodemographic and psychographic). At the end, a theoretical framework is proposed to enable and support organizations to better understand green consumer profile. It also enables managers and marketers to target and develop better marketing strategies for these segments.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Aaker, D., & Bagozzi, R. (1982). Attitudes toward public policy alternatives to reduce air pollution. Journal of Marketing, 1, 85–94.

    Google Scholar 

  • Akehurst, G., Afonso, C., & Gonçalves, H. (2012). Re-examining green purchase behaviour and the green consumer profile: New evidences. Journal of Business Management, 50(5), 972–988.

    Google Scholar 

  • Albayrak, T., Caber, M., & Moutinho, L. (2011). The influence of skepticism on green purchase behaviour. International Journal of Business and Social Science, 2(13), 189–197.

    Google Scholar 

  • Anderson, W., & Cunningham, W. (1972). The socially conscious consumer. Journal of Marketing, 36, 23–31.

    Article  Google Scholar 

  • Awad, T. (2011). Environmental segmentation alternatives: Buyers’ profiles and implications. Journal of Islamic Marketing, 2(1), 55–73.

    Article  Google Scholar 

  • Balderjahn, I. (1998). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51–56.

    Google Scholar 

  • Banerjee, B., & McKeage, K. (1994). How green is my value: Exploring the relationship between environmentalism and materialism. Advances in Consumer Research, 22, 257–261.

    Google Scholar 

  • Bang, H., Ellinger, A., Hadjimarcou, J., & Traichal, P. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology and Marketing, 17, 6–26.

    Article  Google Scholar 

  • Berger, I., & Corbin, R. (1992). Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviours. Journal of Public Policy and Marketing, 11, 79–89.

    Google Scholar 

  • Berkowitz, L., & Lutterman, K. (1968). The traditional socially responsible personality. Public Opinion Quarterly, 22, 256–261.

    Google Scholar 

  • Bridges, C., & Wilhelm, W. (2008). Going beyond green: The ‘why and how’ of integrating sustainability into the marketing curriculum. Journal of Marketing Education, 30(1), 33–46.

    Article  Google Scholar 

  • Chan, K. (1999). Market segmentation of green consumers in Hong Kong. Journal of International Consumer Marketing, 12(2), 7–24.

    Article  Google Scholar 

  • Chan, R. (2001). Determinants of Chinese consumers' green purchase behaviour. Psychology and Marketing, 18(4), 389–413.

    Article  Google Scholar 

  • Chan, R., & Lau, L. (2000). Antecedents of green purchases: A survey in China. Journal of Consumer Marketing, 17(4), 338–357.

    Article  Google Scholar 

  • City Manager Weekly Report. (2008). Building a sustainable economy based on clean technology.

    Google Scholar 

  • Crane, A. (2000). Marketing and the natural environment: What role for morality? Journal of Macromarketing, 20(2), 144–154.

    Article  Google Scholar 

  • D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162–173.

    Article  Google Scholar 

  • Do Paço, A., Raposo, M., & Filho, W. (2009). Identifying the green consumer: A segmentation study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17–25.

    Article  Google Scholar 

  • Dunlap, R., & Jones, R. (2002). Environmental concern: Conceptual and measurement issues. In R. E. Dunlap & W. Michelson (Eds.), Handbook of environmental sociology (pp. 482–524). Westport, CT: Greenwood Press.

    Google Scholar 

  • Ellen, P., Wiener, J., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviours. Journal of Public Policy & Marketing, 10, 102–117.

    Google Scholar 

  • Fisk, G. (1974). Marketing and the ecological crisis. New York: Harper & Row.

    Google Scholar 

  • Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of Marketing, 37(2), 24–31.

    Google Scholar 

  • Fraj-Andrés, E., Martinez-Salinas, E., & Matute-Vallejo, J. (2009). A multidimensional approach to the influence of environmental marketing and orientation of the form’s organizational performance. Journal of Business Ethics, 88, 263–286.

    Article  Google Scholar 

  • Gupta, S., & Ogden, D. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 376–391.

    Article  Google Scholar 

  • Greendex. (2010). Retrieved December 9, 2016, from http://environment.nationalgeographic.com/environment/greendex.

  • Hailes, J. (2007). The new green consumer guide. London, UK: Simon and Schuster.

    Google Scholar 

  • Joonas, K. (2008). Environmentally friendly products: Factors affecting search for information. International Journal of Management, 2(3), 165–176.

    Google Scholar 

  • Kassarjian, H. (1971). Incorporating ecology into marketing strategy: The case of air pollution. Journal of Marketing, 35(7), 61–65.

    Article  Google Scholar 

  • Kim, Y., & Choi, S. (2005). Antecedents of green purchase behaviour: An examination of collectivism, environmental concern, and perceived consumer effectiveness. Advances in Consumer Research, 32, 592–599.

    Google Scholar 

  • Kim, Y. (2011). Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business, 17(1), 65–92.

    Google Scholar 

  • Kinnear, T., & Taylor, J. (1973). The effect of ecological concern on brand perception. Journal of Marketing Research, 10, 191–197.

    Article  Google Scholar 

  • Kinnear, T., Taylor, J., & Ahmed, S. (1974). Ecologically concerned consumers: Who are they? Journal of Marketing, 38, 20–24.

    Article  Google Scholar 

  • Leipziger, D. (2016). The corporate responsibility code book (3rd ed.). Greenleaf Publishing Limited.

    Google Scholar 

  • MacDonald, W., & Hara, N. (1994). Gender differences in environmental concern among college students. Sex Roles, 33(5/6), 369–374.

    Article  Google Scholar 

  • Mainieri, T., Barnett, E., Valdero, T., Unipan, J., & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behaviour. Journal of Social Psychology, 137(2), 189–204.

    Article  Google Scholar 

  • Maloney, M., Ward, M., & Braucht, N. (1975). Psychology in action: A revised scale for the measurement of ecological attitudes and knowledge. American Psychology, 30(7), 787–790.

    Article  Google Scholar 

  • McCarty, J., & Shrum, L. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behaviour. Journal of Public Policy and Marketing, 20(1), 93–104.

    Article  Google Scholar 

  • Memery, J., Megicks, P., & Williams, J. (2005). Ethical and social responsibility issues in grocery shopping: A preliminary typology. Qualitative Market Research: An International Journal, 8(4), 399–412.

    Article  Google Scholar 

  • Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404–416.

    Article  Google Scholar 

  • Ottman, J. (1993). Green marketing: Challenges and opportunities for the new marketing age. New York: NTC Business Books.

    Google Scholar 

  • Ottman, J., & Reilly, W. (1998). Green marketing. Opportunity for innovation (2nd ed.). Lincolnwood, IL: Prentice Hall.

    Google Scholar 

  • Peattie, K. (2001). Towards sustainability. The third age of green marketing. The Marketing Review, 2, 129–146.

    Article  Google Scholar 

  • Peattie, K., & Charter, M. (2003). Green marketing. In baker, M. (Ed.) The Marketing Book (5th ed.). Oxford: Butterworth-Heinemann.

    Google Scholar 

  • Polonsky, M. (1994). An introduction to green marketing. Electronic Green Journal, 1(11), 24–29.

    Google Scholar 

  • Reizenstein, R., Hills, G., & Philpot, J. (1974). Willingness to pay for control of air pollution: A demographic analysis. In R. C. Curhan (Ed.), 1974 combined proceedings (pp. 323–338). Chicago, IL: American Marketing Association.

    Google Scholar 

  • Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing, 41, 1328–1358.

    Article  Google Scholar 

  • Roberts, J. (1996). Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, 36(3), 217–232.

    Article  Google Scholar 

  • Roberts, J., & Bacon, D. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behaviour. Journal of Business Research, 40(1), 79–89.

    Article  Google Scholar 

  • Samdahl, D., & Robertson, R. (1989). Social determinants of environmental concern. Environment and Behaviour, 21(1), 57–81.

    Article  Google Scholar 

  • Savitz, A., & Weber, K. (2006). The triple bottom line: How today’s best-run companies are achieving economic, social and environmental success—And how you can too. New York: Wiley.

    Google Scholar 

  • Schwartz, J., & Miller, T. (1991). The Earth’s best friends. American Demographics, 13(2), 26–35.

    Google Scholar 

  • Stern, P., Dietz, T., & Kalof, L. (1993). Values orientations, gender and environmental concern. Environment and Behaviour, 25, 322–348.

    Article  Google Scholar 

  • Straughan, R., & Roberts, J. (1999). Environmental segmentation alternatives: A look at green consumer behaviour in the new millennium. Journal of Consumer Marketing, 16(6), 558–575.

    Article  Google Scholar 

  • Tan, B. (2011). The roles of knowledge, threat, and PCE on green purchase behaviour. International Journal of Business and Management, 6(12), 14–27.

    Article  Google Scholar 

  • United Nations World Commission on Environment and Development. (1987). Our common future. Oxford: Oxford University Press.

    Google Scholar 

  • Van Dam, Y., & Apeldoorn, P. (1996). Sustainable marketing. Journal of Macromarketing, 16, 45–56.

    Article  Google Scholar 

  • Vermeir, I., & Verbeke, W. (2007). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542–552.

    Article  Google Scholar 

  • Young, W., Hwang, K., McDonald, S., & Oates, C. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18, 20–31.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. ISEG (Lisbon School of Economics & Management), Universidade de Lisboa, Lisbon, Portugal

    Carolina Afonso & Helena Martins Gonçalves

  2. FCI - Universidad Complutense de Madrid, Madrid, Spain

    Diana Gavilan

  3. FCEE - Universidad Complutense de Madrid, Madrid, Spain

    Jesús García-Madariaga

Authors
  1. Carolina Afonso
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Diana Gavilan
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Jesús García-Madariaga
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Helena Martins Gonçalves
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Carolina Afonso .

Editor information

Editors and Affiliations

  1. Organización de Empresas, Universidad de Sevilla, Sevilla, Spain

    Antonio Leal-Millan

  2. Department of Business Administration, Universitat Politècnica de València, Valencia, Spain

    Marta Peris-Ortiz

  3. Universidad Loyola Andalucía, Sevilla, Spain

    Antonio L. Leal-Rodríguez

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer International Publishing AG

About this chapter

Cite this chapter

Afonso, C., Gavilan, D., García-Madariaga, J., Gonçalves, H.M. (2018). Green Consumer Segmentation: Managerial and Environmental Implications from the Perspective of Business Strategies and Practices. In: Leal-Millan, A., Peris-Ortiz, M., Leal-Rodríguez, A. (eds) Sustainability in Innovation and Entrepreneurship. Innovation, Technology, and Knowledge Management. Springer, Cham. https://doi.org/10.1007/978-3-319-57318-2_9

Download citation

Publish with us

Policies and ethics

Search

Navigation