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

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... [ view full abstract ]

Authors

  1. Claire O'Neill (University College Cork)
  2. Joan Buckley (University College Cork)

Topic Area

Marketing Segmentation & Target Marketing Strategy Track: Click here for the Marketing Seg

Session

PT5-EM1 » Ethics and Marketing (12:00 - Tuesday, 7th July)

Paper

AM2015_FINAL_Segmentation_of_the_green_consumer_market.pdf

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