Using Market Segmentation Approaches to Understand the Green Consumer

Devinney, TM

Using Market Segmentation Approaches to Understand the Green Consumer

Devinney, TM

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Publication Type:: Chapter
Citation:: The Oxford Handbook of Business and the Natural Environment, 2012
Issue Date:: 2012-01-02

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Field	Value	Language
dc.contributor.author	Devinney, TM	en_US
dc.date.issued	2012-01-02	en_US
dc.identifier.citation	The Oxford Handbook of Business and the Natural Environment, 2012	en_US
dc.identifier.isbn	9780199584451	en_US
dc.identifier.uri	http://hdl.handle.net/10453/17832
dc.description.abstract	© Oxford University Press 2012. All rights reserved. This article describes how one can apply models of market segmentation to the understanding of the varying nature of green consumers. It reviews two approaches of segmentation and argues that only one of them will be effective when attempting to understand socially laden consumption behavior. A discussion of how one can think about segmentation from this perspective is presented. Preference heterogeneity is a necessary but not sufficient condition for effective segmentation and that heterogeneity can lead to non-obvious outcomes. Segmentation is affected by the variance of consumer preferences. Moreover, the article considers three areas of application: examples of a priori segmentation; examples of behavioral segmentation; and developing a general way of thinking about applications of segmentation models. It is impossible to understand green consumption without a complete understanding of the non-green aspects of particular consumption contexts.	en_US
dc.relation.ispartof	The Oxford Handbook of Business and the Natural Environment	en_US
dc.relation.isbasedon	10.1093/oxfordhb/9780199584451.003.0021	en_US
dc.title	Using Market Segmentation Approaches to Understand the Green Consumer	en_US
dc.type	Chapter
utslib.for	1505 Marketing	en_US
dc.location.activity	http://datasearch.uts.edu.au/dab/news-events/eventarchive-detail.cfm?ItemId=20899
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CMOS - Centre for Management and Organisation Studies
utslib.copyright.status	closed_access
pubs.publication-status	Published	en_US

Abstract:

© Oxford University Press 2012. All rights reserved. This article describes how one can apply models of market segmentation to the understanding of the varying nature of green consumers. It reviews two approaches of segmentation and argues that only one of them will be effective when attempting to understand socially laden consumption behavior. A discussion of how one can think about segmentation from this perspective is presented. Preference heterogeneity is a necessary but not sufficient condition for effective segmentation and that heterogeneity can lead to non-obvious outcomes. Segmentation is affected by the variance of consumer preferences. Moreover, the article considers three areas of application: examples of a priori segmentation; examples of behavioral segmentation; and developing a general way of thinking about applications of segmentation models. It is impossible to understand green consumption without a complete understanding of the non-green aspects of particular consumption contexts.

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http://hdl.handle.net/10453/17832