Segmenting Green Consumers in the United States: Implications for Green Marketing

Jin Seong Park, Jinhee Lee

Research output: Contribution to journalArticlepeer-review

16 Scopus citations


The purpose of the current study was to segment U.S. consumers into four distinct clusters based on their beliefs and motives regarding pro-environmental consumer behavior. Using a nationally representative sample of U.S. adults from Experian Simmons (N = 22,348), this study revealed that: (a) there are four clusters of consumers in the United States with a unique set of beliefs and motives regarding consumer environmentalism; (b) the clusters have distinct demographic and media usage profiles; and (c) the groups have varying responses to the industry's initiatives to protect the environment. Implications of the research are discussed in light of developing message and media strategies for green marketing.

Original languageEnglish
Pages (from-to)571-589
Number of pages19
JournalJournal of Promotion Management
Issue number5
StatePublished - Oct 15 2014


  • cluster analysis
  • consumer environmentalism
  • green marketing
  • market segmentation


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