Abstract
Consumers have started to search for green products and services as their environmental consciousness has been increasingly rising. As a result, companies have been forced to implement the strategies of green marketing, and marketers began to consider the differences existing between various segments of market in terms of green awareness. The aims of this study are to divide the market into specific consumer groups according to the environmental variables that have been viewed as important in the consumption process of the eco-friendly products; it is done so as to determine whether the significant differences between segments exist in terms of demographic variables and to discover a profile of green consumers in Poland. The self-administrated questionnaire sent via emails and networking websites served as a measurement instrument. As a result of the analyses, the environmental variables allowed for making a segmentation of consumers and discovering three groups: the Potential Greens, True Greens and Browns. Age and gender seem to be differentiating between greener segments and those consumer groups that are less environmentally conscious, while education and income are not statistically significant.
Highlights
In the recent years, environmental concerns have gained extensive attention from researchers, governments, consumers, as well as companies
This study addresses three main research questions:. Is it possible to clearly identify green consumer segments based on the constructs that have been viewed as significant in the consumption process of ecological products?
As a result of the Analysis of Variance (ANOVA), the first segment (72%) was labeled as the “Potential Greens”; they showed the scores ranging from middle to high
Summary
Environmental concerns have gained extensive attention from researchers, governments, consumers, as well as companies. The pro-environmental actions and initiatives are seen as crucial for reducing the negative influence of consumers and organizations’ activities on the environment, and for promoting sustainable development. It was proven in some of the previous empirical studies that consumers nowadays do more often decide to choose green products (Buenstorf and Cordes, 2008; Sony and Ferguson, 2017; Suki, 2016; Cherian and Jacob, 2017). As a result of the increasing environmental awareness and preferences for green companies involved in pro-environmental initiatives as well as their environmentally-friendly products and services, marketers started profiling ecological consumers. The major purpose of this study is to identify green consumer profiles based on the constructs that have been viewed as significant in the consumption process of proenvironmental products
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