Abstract
This paper sought to explore the nature of the various measures used for profiling the environmental sustainability conscious (ESC) consumer segment; and to posit a measure that will be most appropriate for profiling this segment. Design/methodology/approach: Using the 5S model for assessing market segmentation approaches, the study critiqued the common measures, which are singly adopted for profiling the ESC segment. Findings: Contradictory views exist among scholars as to which approach is best for profiling the ESC consumer; the results on the common correlates used by scholars under each approach are also contradictory. Few consistent results exist for each correlate under each approach. Accordingly, to mitigate this shortcoming, this paper posits the S-P-P Model, which is an integrated for profiling the ESC consumer segment. Research limitations/implication: This review is not exhaustive in that it did not review methodological issues that underpin profiling approaches. Originality/value: The S-P-P model, which this paper posits, offers a comprehensive and robust approach for an individual intending to profile the ESC segment.
Highlights
Marketing has evolved from transactional paradigm to relational paradigm and, today, the sustainability marketing paradigm has emerged
Contradictory perspectives exist in the literature regarding the approach that is most suitable for profiling the environmental sustainability conscious (ESC) consumer
Some scholars have opined that psychographic measures are most suitable over socio-demographic measures for profiling the ESC consumer (e.g., Diamantopoulos et al, 2003)
Summary
Marketing has evolved from transactional paradigm to relational paradigm and, today, the sustainability marketing paradigm has emerged. Though at differing degree of sustainability-driven behaviour, the environmental sustainability-conscious (ESC) or green consumer has emerged across the world. The question that has logically followed this “wake-up call” among academics is: what measure should be used to profile this emerging market segment? Since the 1970s to date, several studies abound in the sustainability marketing literature on profiling this important market segment (e.g., Schlegelmilch, Bohlen and Diamantopoulos, 1996; Straughan and Roberts, 1999; Laroche, Bergeron, and Barbaro-Forleo, 2001; Diamantopoulos, Schlegelmilch, and Sinkovics, 2003; Jain and Kaur, 2006; Hartono, 2008) and different measures were adopted; leading to contradictory results. This review is guided by the following question: what measure/approach is most appropriate for profiling this emerging market segment?. The weaknesses of our review are captured in the limitation section
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