TY - JOUR
T1 - Green consumer segmentation
T2 - consumer motivations for purchasing pro-environmental products
AU - Lee, Jinhee
AU - Haley, Eric
N1 - Publisher Copyright:
© 2022 Advertising Association.
PY - 2022
Y1 - 2022
N2 - The purpose of this study is to segment US green consumers based on their personal, social, and environmental motivations for purchasing pro-environmental products. By using two-step cluster analysis, this study revealed six green consumer segments, each with a distinct combination of motivations. The different segments display a wide range of demographic characteristics, knowledge of pro-environmental products, pro-environmental product use behavior, skepticism, and attitudes toward pro-environmental advertising. This study found that green consumers, who have strong environmental motivations, have high knowledge about pro-environmental products, use a higher number and more varied selection of such products, tend to have less skepticism toward pro-environmental advertising, and have more positive attitudes toward such advertising. The study expands the motivations used in green consumer segmentation, delivering a more detailed analysis of the drivers of green consumer behavior. It also helps to explain the contradictions in the literature as to whether or not green consumers are open to or skeptical of green advertising.
AB - The purpose of this study is to segment US green consumers based on their personal, social, and environmental motivations for purchasing pro-environmental products. By using two-step cluster analysis, this study revealed six green consumer segments, each with a distinct combination of motivations. The different segments display a wide range of demographic characteristics, knowledge of pro-environmental products, pro-environmental product use behavior, skepticism, and attitudes toward pro-environmental advertising. This study found that green consumers, who have strong environmental motivations, have high knowledge about pro-environmental products, use a higher number and more varied selection of such products, tend to have less skepticism toward pro-environmental advertising, and have more positive attitudes toward such advertising. The study expands the motivations used in green consumer segmentation, delivering a more detailed analysis of the drivers of green consumer behavior. It also helps to explain the contradictions in the literature as to whether or not green consumers are open to or skeptical of green advertising.
KW - Green consumer
KW - consumer motivations
KW - market segmentation
KW - skepticism toward pro-environmental advertising
UR - http://www.scopus.com/inward/record.url?scp=85129293586&partnerID=8YFLogxK
U2 - 10.1080/02650487.2022.2038431
DO - 10.1080/02650487.2022.2038431
M3 - Article
AN - SCOPUS:85129293586
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
ER -