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Green consumer segmentation: managerial and environmental implications from the perspective of business strategies and practices
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Orientador(es)
Resumo(s)
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-Andres, MartinezSalinas,
& 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 tum, 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.
Descrição
Palavras-chave
Environmental Governamental Regulations Organizations Management Practices Business Strategies
Contexto Educativo
Citação
Afonso, Carolina … [et al.].(2018). “Green consumer segmentation: managerial and environmental implications from the perspective of business strategies and practices”. in Sustainability in Innovation and Entrepreneurship. Innovation, Technology, and Knowledge Management,
Antonio Leal-Millan, Marta Peris-Ortiz, Antonio L. Leal-Rodríguez (Eds.). Chapter 9: pp. 137-191.
Editora
Springer Nature