Strategic Environmental Consumer Segmentation: An Exploratory Case Study in Slovakia

Abstract

The desire to live in a healthy “green” environment is becoming increasingly important to global populations. The term “green” is overused, confusing, and inconsistently used among and between consumers, corporate enterprises, environmental groups, government entities, and other segments globally. Research studies suggest that defining and applying the term “green” to behaviors and decision-making is constantly changing, further complicating the study of corporate and consumer environmental responsibility. In this study, we focus on the consumer. Not all consumers behave the same or have the same beliefs and perceptions regarding what is environmentally “green.” As such, we segmented consumers in Slovakia into unique “green” groups based on behaviors and perceptions. Further, we propose “green” marketing strategies for each unique consumer group. Cluster analysis for 1,061 respondents resulted in four unique clusters or groups of green consumers: “Indifferent Greens,”“Economical Greens,”“Engaged Greens,” and “Image Conscious Greens.” In addition, exploratory factor analysis was used to identify optimal components of the marketing mix that can be used to educate and target each identified green cluster. Results may provide Slovakian companies, or enterprises elsewhere, with a specific set marketing mix tools to enhance reach and profit maximization for their relevant “green” customers. JEL Classification: M210, M310, M370, Q210, Q560.