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Green Consumer Market Segmentation: Empirical Findings from Portugal


Author Info

  • Paco, Arminda
  • Raposo, Mario


In recent years, the concern with the environment favoured the sprouting of a new segment of consumers: the green or ecological consumers. This growing concern with the environment and the greater selectiveness and demands of consumers represent an immediate challenge for green marketing. This paper aims to identify distinct market segments based on several environmental variables. It also intends to know the individuals' behaviours and perceptions about the green consumerism. The results show that certain environmental and demographic variables are significant for differentiating between the "greener" consumer group and the other segments. Portuguese consumers, despite their support for policies designed to improve the environment, do not always translate their concerns into actions or environmentally friendly behaviours.

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Bibliographic Info

Paper provided by Academic Public Administration Studies Archive - APAS in its series Apas Papers with number 203.

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Date of creation: 05 Jul 2010
Date of revision:
Handle: RePEc:nsu:apasro:203

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Keywords: Consumer behaviour; Environment; Marketing Segmentation; Green marketi ng;


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Cited by:
  1. Arfida Handoyo & Popy Rufaidah, 2012. "Green Lifestyle Dimensions : An Empirical Study," Working Papers in Business, Management and Finance 201206, Department of Management and Business, Padjadjaran University, revised Dec 2012.


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