Segmentation of the 'green' consumer market: A renewed typology

Increasing literature and public attention on social responsibility and sustainability calls for responsible consumer behaviour. As the basis of marketing philosophy is to orientate business decisions around the wants and... [ view full abstract ]

Increasing literature and public attention on social responsibility and sustainability calls for responsible consumer behaviour. As the basis of marketing philosophy is to orientate business decisions around the wants and needs of consumers, the search and identification of the ‘green consumer’ has dominated green marketing research. However, research in this area has resulted in a great deal of consumer ‘types’ which has led to a confusing array of ‘ethical consumers’. Environmental policy on climate change requires an immediate need to improve environmental performance and encourage behaviour change among consumers. In this regard, it is necessary to understand consumer behaviour/non-behaviour in a sustainable consumption context. In an attempt to define characteristics of pro-environmental consumers, many studies have segmented the market according to demographic, socio-economic and psychographic qualities. Initial segmentation identified the ‘ethical consumer’ or ‘voluntary simplifier’, their motives, feelings and behaviour’s as a means to encourage change by others. This paper presents a summary and re-categorization of consumer segments in the green consumer market. The aim of this paper is to clarify numerous consumer types in this market and propose three parent categories. This renewed typology offers clarification to marketers on the behaviours of consumers in a sustainable consumption context.