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

Robert D. Straughan; James A. Roberts

doi:10.1108/07363769910297506

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Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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

Document Information:
Title:	Environmental segmentation alternatives: a look at green consumer behavior in the new millennium
Author(s):	Robert D. Straughan, (Assistant Professor of Marketing, Hankamer School of Business, Baylor University, Waco, Texas, USA), James A. Roberts, (Associate Professor of Marketing and W.A. Mays Professor of Entrepreneurship, Hankamer School of Business, Baylor University, Waco, Texas, USA)
Citation:	Robert D. Straughan, James A. Roberts, (1999) "Environmental segmentation alternatives: a look at green consumer behavior in the new millennium", Journal of Consumer Marketing, Vol. 16 Iss: 6, pp.558 - 575
Keywords:	Consumer behaviour, Ecology, Green marketing, Psychographics
Article type:	Research paper
DOI:	10.1108/07363769910297506 (Permanent URL)
Publisher:	MCB UP Ltd
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.