Environmental segmentation alternatives: a look at green consumer behavior in the new millennium
Abstract
Looking to the future of green marketing, examines the dynamic nature of ecologically conscious consumer behavior. The study also provides a method of profiling and segmenting college students based upon ecologically conscious consumer behavior. Findings indicate that, despite a significant amount of past research attention, demographic criteria are not as useful a profiling method as psychographic criteria. Consistent with past findings, the study indicates that perceived consumer effectiveness (PCE) provides the greatest insight into ecologically conscious consumer behavior. Further, the inclusion of altruism to the profile appears to add significantly to past efforts. Additional constructs examined suggest that environmental segmentation alternatives are more stable than past profiles that have relied primarily on demographic criteria.
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Frugal behavior can be attributed to a personality trait learned early in life, a desire to have less of a negative impact on the environment, and/or a less negative effect on people.
“Frugal behavior can be attributed to a personality trait learned early in life (Lastovicka et al., 1999), a desire to have less of a negative impact on the environment (Straughan and Roberts, 1999), and/or a less negative effect on people (Pepper et al., 2009).”
From Anti-consumption in East Germany: consumer resistance to hyperconsumption (2010) · cites this paper as Straughan and Roberts, 1999
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Rowlands, I. H., Scott, D. J., & Parker, P. (2003) · Business Strategy and the Environment · doi:10.1002/bse.346 · Cited by 202 · see citing works
Marketing to the (new) generations: summary and perspectives
Chaney, D., Touzani, M., & Slimane, K. B. (2017) · Journal of Strategic Marketing · doi:10.1080/0965254x.2017.1291173 · Cited by 202 · see citing works
- Authors
- Straughan, R. D., & Roberts, J. A.
- Affiliations
- Baylor University (US)
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 1999-12-01
- Volume
- 16
- Issue
- 6
- Pages
- 558-575
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W1997231614
- Cited by
- 1,611
- References
- 31
- Citations by year
- 2026: 43 · 2025: 65 · 2024: 69 · 2023: 118 · 2022: 85 · 2021: 106 · 2020: 126 · 2019: 115 · 2018: 96 · 2017: 98 · 2016: 106 · 2015: 111 · 2014: 100 · 2013: 78 · 2012: 84
- FWCI
- 5.53
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
- Keywords
- green consumer behavior, green marketing, consumer profiling, psychographic segmentation, demographic segmentation, perceived consumer effectiveness, altruism, university students
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