Chickens, ants, grasshoppers and pigs: Proposed segmentation approach in the field of sustainability living

Abstract

The goal of the Paris Agreement reiterated climate change actions. On reflection, both levels, production and consumption, need to be considered to attain sustainability. Consumers play a pivotal role in creating demand and driving sustainable production and consumption. With this in mind, this research study aims to identify consumer segments who are sustainability concerned and committed to sustainability living. Qualitative research was undertaken using semi-structured depth interviews. Fifty-one consumers participated in this research. The research implemented a metaphor to get a deeper understanding of different consumer groups in the field of sustainability living. Two well-known fables were used as a metaphor, i.e. The Chicken and the Pig and The Ant and the Grasshopper. This research identifies four segments based on fable characters: Chickens, sustainability concerned consumers who contribute and are involved in sustainability living in their everyday life; Ants, ‘dark green’ consumers; Grasshoppers, resistant to sustainability living identity; and Pigs, sustainability entrepreneurs. With these fable characters, this research profiles the segments for the field of sustainability living using 4L's – Leaners/Learners (Chickens), Leaders (Ants), Lazers (Grasshoppers) and Lifters (Pigs). Although sustainability segments have been identified before, this research provides a different understanding of these unique segments and opens new avenues for marketers and researchers. The paper concludes with a discussion of implications and future research directions.