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Green consumer segmentation: consumer motivations for purchasing pro-environmental products
International Journal of Advertising ( IF 5.888 ) Pub Date : 2022-04-14 , DOI: 10.1080/02650487.2022.2038431
Jinhee Lee 1 , Eric Haley 2
Affiliation  

Abstract

The purpose of this study is to segment US green consumers based on their personal, social, and environmental motivations for purchasing pro-environmental products. By using two-step cluster analysis, this study revealed six green consumer segments, each with a distinct combination of motivations. The different segments display a wide range of demographic characteristics, knowledge of pro-environmental products, pro-environmental product use behavior, skepticism, and attitudes toward pro-environmental advertising. This study found that green consumers, who have strong environmental motivations, have high knowledge about pro-environmental products, use a higher number and more varied selection of such products, tend to have less skepticism toward pro-environmental advertising, and have more positive attitudes toward such advertising. The study expands the motivations used in green consumer segmentation, delivering a more detailed analysis of the drivers of green consumer behavior. It also helps to explain the contradictions in the literature as to whether or not green consumers are open to or skeptical of green advertising.



中文翻译:

绿色消费者细分:消费者购买环保产品的动机

摘要

本研究的目的是根据购买环保产品的个人、社会和环境动机对美国绿色消费者进行细分。通过使用两步聚类分析,本研究揭示了六个绿色消费者群体,每个群体都有不同的动机组合。不同的细分市场表现出广泛的人口特征、环保产品知识、环保产品使用行为、怀疑态度以及对环保广告的态度。本研究发现,绿色消费者具有强烈的环保动机,对环保产品的了解程度高,使用此类产品的数量更多,选择范围更广,对环保广告的怀疑程度更低,态度更积极对这样的广告。该研究扩展了绿色消费者细分中使用的动机,对绿色消费者行为的驱动因素进行了更详细的分析。它还有助于解释文献中关于绿色消费者是否对绿色广告持开放态度或持怀疑态度的矛盾。

更新日期:2022-04-14
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