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Green Consumer Market Segmentation: Empirical Findings from Portugal


  • 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.

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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    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.
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    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.
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    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.
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    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.
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