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Propuestas para una segmentación estratégica del mercado ecológico

Author

Listed:
  • Vicente Molina, María Azucena
  • Mediano Serrano, Lucía

Abstract

[ES] La creciente concienciación medioambiental y la necesidad de atender a las nuevas demandas ecológicas del mercado, obligan a las empresas a desarrollar instrumentos de análisis para ahondar en su conocimiento. La segmentación de mercados es un instrumento analítico válido para inferir características diferenciales de los consumidores ecológicos y adecuar la estrategia de marketing a las preferencias de los segmentos detectados. En este trabajo analizamos las limitaciones de los criterios de segmentación tradicionales y las ventajas de las segmentaciones multicriterio para recoger la complejidad inherente al consumidor ecológico y definir la estrategia de marketing ecológico. Así mismo, presentamos algunas de las segmentaciones del mercado ecológico más relevantes.

Suggested Citation

  • Vicente Molina, María Azucena & Mediano Serrano, Lucía, 2002. "Propuestas para una segmentación estratégica del mercado ecológico," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:6999
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