SEGMENTING GREEN: EXPLORING MARKET SEGMENTATION AND TARGETING STRATEGIES IN SUSTAINABLE MARKETING

Abstract

The integration of environmental factors into marketing strategies has become imperative for firms in several industries, highlighting the growing importance of sustainability. Market segmentation and targeting are crucial in sustainable marketing since they allow firms to discover and engage with consumer segments that have comparable sustainability views, attitudes, and behaviors. The study thoroughly examines the existing market segmentation tactics in sustainable marketing, including demographic, psychographic, behavioral, geographic, technographic, cultural, and contextual segmentation. The evaluation of targeting efficacy is examining how well it aligns with market categories, contributes to sustainable product adoption, engages and raises awareness among consumers, has a long-term impact, and aligns with organizational goals. Suggestions involve dividing consumers into groups based on their environmental beliefs, age disparities, geographic location, lifestyle choices, product perceptions, consumption habits, brand perceptions, buying intent, and eco-conscious activities. Although there may be difficulties in attaining successful segmentation, firms have the opportunity to utilize advanced strategies to encourage sustainable growth, societal influence, and environmental accountability. This study emphasizes the significance of market segmentation in sustainable marketing, offering valuable insights for firms navigating the ever-changing environment of sustainability.