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Green Consumer Profile Analysis: Insights from Digital Market Clustering

Author

Listed:
  • Guruh T. Hariyadi
  • Purwanto Purwanto
  • Rizal Isnanto

Abstract

Green consumers prioritize environmental issues and show social responsibility in their purchases. In recent decades, green consumerism has grown in industrial and emerging markets. The study aims to explore green consumer segmentation in the digital market. Using statistical methods, it examines eco-friendly consumers' traits and activities from a 435-person questionnaire. The analysis uses Confirmatory Factor, Cluster, and Discriminant Analyses to examine sustainable product preferences. The findings identify four consumer segments: Eco-enthusiast, Eco-conscious, Eco-considerate, and Eco-apathetic Businesses can target these segments by understanding demographics, income, and purchasing habits. By tailoring strategies, businesses can encourage sustainable consumption, benefiting consumers and the environment.

Suggested Citation

  • Guruh T. Hariyadi & Purwanto Purwanto & Rizal Isnanto, 2025. "Green Consumer Profile Analysis: Insights from Digital Market Clustering," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 5, pages 27-47.
    • Handle: RePEc:bas:econst:y:2025:i:5:p:27-47
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    File URL: http://archive.econ-studies.iki.bas.bg/2025/2025_05/2025_05_02.pdf
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    More about this item

    JEL classification:

    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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