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Green Market Segmentation: A Case of Airline Customers in Taiwan

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  • Fang-Yuan Chen
  • Shih-Liang Tu
  • Hsin-Erh Wang

Abstract

Green marketing has evolved in line with an increase in consumers' concern with the environment. This study explores whether an environmentally-oriented market niche exists within the airline transport market in Taiwan. Based on a survey of 416 airline customers, this study uses factor analysis and cluster analysis to segment customers based on their environmental behaviors. Three distinct clusters were identified (i.e., the environmentally indifferent, the enlightened environmentalists, and the active environmentalists) and further profiled with respect to the socio-demographic, behavioral, and attitudinal characteristics. The results suggest that the segment of green consumers is large enough to warrant airline marketers' attention and the enlightened and the active environmentalists appear to represent the most promising target markets. The practical implications of the findings and future research directions are discussed.

Suggested Citation

  • Fang-Yuan Chen & Shih-Liang Tu & Hsin-Erh Wang, 2016. "Green Market Segmentation: A Case of Airline Customers in Taiwan," Journal of Sustainable Development, Canadian Center of Science and Education, vol. 9(1), pages 1-99, January.
    • Handle: RePEc:ibn:jsd123:v:9:y:2016:i:1:p:99
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    References listed on IDEAS

    as
    1. Claus Lassen, 2010. "Environmentalist in Business Class: An Analysis of Air Travel and Environmental Attitude," Transport Reviews, Taylor & Francis Journals, vol. 30(6), pages 733-751, February.
    2. Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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