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Segmentation, environmental identity and stages of change: An application to a wildlife trust

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  • Victoria K. Wells
  • Sarah Forbes
  • Madeline Powell
  • Daragh O'Reilly

Abstract

Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer‐focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non‐members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups.

Suggested Citation

  • Victoria K. Wells & Sarah Forbes & Madeline Powell & Daragh O'Reilly, 2022. "Segmentation, environmental identity and stages of change: An application to a wildlife trust," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 934-949, March.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:3:p:934-949
    DOI: 10.1002/bse.2927
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    References listed on IDEAS

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    1. Andreas Niedermeier & Agnes Emberger‐Klein & Klaus Menrad, 2021. "Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1823-1838, May.
    2. Pires, Guilherme D. & Stanton, John & Stanton, Patricia, 2011. "Revisiting the substantiality criterion: From ethnic marketing to market segmentation," Journal of Business Research, Elsevier, vol. 64(9), pages 988-996, September.
    3. Gatersleben, Birgitta & Appleton, Katherine M., 2007. "Contemplating cycling to work: Attitudes and perceptions in different stages of change," Transportation Research Part A: Policy and Practice, Elsevier, vol. 41(4), pages 302-312, May.
    4. Rachel Bocquet & Gaëlle Cotterlaz-Rannard & Michel Ferrary, 2020. "How Do NPOs Get Funding? A Business Model Perspective Based on the Conversion of Symbolic Capital," Post-Print hal-02888601, HAL.
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