IDEAS home Printed from https://ideas.repec.org/a/ids/ijmcph/v9y2016i2p73-92.html
   My bibliography  Save this article

Environmental attributes and market segmentation: insights from India

Author

Listed:
  • Mohd Danish Kirmani
  • Mohammed Naved Khan

Abstract

The main purpose of the study was to identify the segments of consumers based on their environmental attributes (such as eco-literacy, environmental concern, attitude towards green products and willingness to pay for green products). Data was collected from a sample of graduate and post-graduate students enrolled in educational institutions located in the national capital of India (New Delhi) and surrounding areas, popularly known as National Capital Region (NCR). The data collected was analysed with the help of exploratory factor analysis, hierarchical clustering and discriminant analysis. Three segments i.e. Heavy greens, middle greens, and light greens were identified. Heavy greens are characterised by high levels of eco-literacy, environmental concern, positive attitude towards green products and willingness to pay for green products. Middle greens demonstrate high levels of eco-literacy but it does not translate into environmental concern and willingness to pay. Light greens are negatively disposed towards environmental issues and are indifferent towards environment-friendly products. It is expected that the study will be of immense benefit to marketers in identifying and effectively targeting consumer segments and also in dovetailing of marketing strategies in the context of green products in India.

Suggested Citation

  • Mohd Danish Kirmani & Mohammed Naved Khan, 2016. "Environmental attributes and market segmentation: insights from India," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 9(2), pages 73-92.
    • Handle: RePEc:ids:ijmcph:v:9:y:2016:i:2:p:73-92
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=77767
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Juan Camilo Mejía & Rafael Currás-Pérez & Carlos Manuel Córdoba-Segovia, 2021. "Influencia de la religiosidad, la norma subjetiva y la efectividad percibida del consumidor en el consumo socialmente responsable," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(14), July.
    2. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmcph:v:9:y:2016:i:2:p:73-92. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=90 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.