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Green Consumer Market Segmentation: Empirical Findings from Portugal

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  • Paco, Arminda
  • Raposo, Mario

Abstract

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.

Suggested Citation

  • Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
  • Handle: RePEc:nsu:apasro:203
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/224
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    Cited by:

    1. Gheorghe Orzan & Anca Francisca Cruceru & Cristina Teodora Bălăceanu & Raluca-Giorgiana Chivu, 2018. "Consumers’ Behavior Concerning Sustainable Packaging: An Exploratory Study on Romanian Consumers," Sustainability, MDPI, Open Access Journal, vol. 10(6), pages 1-11, May.
    2. Luo, Wen & Mineo, Keito & Matsushita, Koji & Kanzaki, Mamoru, 2018. "Consumer willingness to pay for modern wooden structures: A comparison between China and Japan," Forest Policy and Economics, Elsevier, vol. 91(C), pages 84-93.
    3. Arpita Khare, 2015. "Influence of green self-identity, past environmental behaviour and income on Indian consumers' environmentally friendly behaviour," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(4), pages 379-395, September.
    4. Shu-San Gan & I Nyoman Pujawan & Didik Wahjudi & Yopi Yusuf Tanoto, 2019. "Pricing decision model for new and remanufactured short life-cycle products with green consumers," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(5), pages 376-392, October.
    5. Caroline Moraes & Marylyn Carrigan & Carmela Bosangit & Carlos Ferreira & Michelle McGrath, 2017. "Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases," Journal of Business Ethics, Springer, vol. 145(3), pages 525-543, October.
    6. Arfida Handoyo & Popy, 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.
    7. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    8. Kai Zhang & Hongwei Guo & Guangzheng Yao & Chenggang Li & Yujie Zhang & Wuhong Wang, 2018. "Modeling Acceptance of Electric Vehicle Sharing Based on Theory of Planned Behavior," Sustainability, MDPI, Open Access Journal, vol. 10(12), pages 1-14, December.
    9. Dongnyok Shim & Jungwoo Shin & So‐Yoon Kwak, 2018. "Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1409-1421, December.
    10. Diletta Acuti & Laura Grazzini & Valentina Mazzoli & Gaetano Aiello, 2019. "Stakeholder engagement in green place branding: A focus on user‐generated content," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 492-501, March.
    11. J. K. Eastman & P. Modi & S. Gordon-Wilson, 2020. "The Impact of Future Time Perspective and Personality on the Sustainable Behaviours of Seniors," Journal of Consumer Policy, Springer, vol. 43(2), pages 275-294, June.
    12. Edi Defrancesco & Maria Angela Perito & Irene Bozzolan & Leonardo Cei & Gianluca Stefani, 2017. "Testing Consumers’ Preferences for Environmental Attributes of Pasta. Insights from an ABR Approach," Sustainability, MDPI, Open Access Journal, vol. 9(10), pages 1-13, September.
    13. Michelle Bonera & Elisabetta Corvi & Anna Paola Codini & Ruijing Ma, 2017. "Does Nationality Matter in Eco-Behaviour?," Sustainability, MDPI, Open Access Journal, vol. 9(10), pages 1-17, September.
    14. Michelle Bonera & Anna Paola Codini & Giulia Miniero, 2020. "The great Millennials’ trouble: leading or confused green generation? An Italian insight," Italian Journal of Marketing, Springer, vol. 2020(4), pages 289-308, December.
    15. Vanessa Prieto‐Sandoval & Carmen Jaca & Javier Santos & Rupert J. Baumgartner & Marta Ormazabal, 2019. "Key strategies, resources, and capabilities for implementing circular economy in industrial small and medium enterprises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1473-1484, November.
    16. Jui-Che Tu & Xiu-Yue Zhang & Sin-Yi Huang, 2018. "Key Factors of Sustainability for Smartphones Based on Taiwanese Consumers’ Perceived Values," Sustainability, MDPI, Open Access Journal, vol. 10(12), pages 1-22, November.

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