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Green Segmentation, Targeting, and Strategic Positioning

In: Green Marketing and Entrepreneurship

Author

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  • Arne Nygaard

    (Kristiania University College)

Abstract

Market segmentation is a pivotal strategy in fostering the green transition within businesses. This approach allows companies to strategically target specific consumer segments, tailor messaging, optimize resource allocation, and identify latent market prospects. By leveraging market segmentation, companies can direct their efforts toward consumer groups most inclined to embrace sustainability, thereby enhancing the acceptance and integration of eco-friendly products and services. Despite the significant potential for improved performance and competitive advantage through segmentation, the present study reveals a limited implementation of sustainability initiatives among businesses. Therefore, it is imperative for companies to personalize communication strategies, aligning them with distinct consumer motivations and concerns. Continuous adaptation of communication tactics to evolving consumer preferencesPreferences is crucial in navigating potential counteractive responses and fostering a sustainable market environment. Vigilant monitoring of consumer behavior within green segments is necessary to ensure the efficacy of communication strategies and encourage a positive shift toward environmentally responsible practices.

Suggested Citation

  • Arne Nygaard, 2024. "Green Segmentation, Targeting, and Strategic Positioning," Springer Books, in: Green Marketing and Entrepreneurship, chapter 0, pages 137-153, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-50333-7_8
    DOI: 10.1007/978-3-031-50333-7_8
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