Cited by 1,611Environmental Sustainability in BusinessPro-Environmental Behavior and AttitudesConsumer Behavior and Market Dynamics

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Environmental segmentation alternatives: a look at green consumer behavior in the new millennium

Straughan, Robert D., Roberts, James A.·1999·Journal of Consumer Marketing

DOI 10.1108/07363769910297506

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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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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)
DOI: 10.1108/07363769910297506
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
Licence: www.emerald.com/insight/site-policies (tdm)
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 › Pro-Environmental Behavior and Attitudes
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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Environmental segmentation alternatives: a look at green consumer behavior in the new millennium

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