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重新定义绿色消费主义:一种减少市场细分的方法,以实现可持续性
Shalini Reddy Naini1, Ravinder Reddy Mekapothula2, Ruchi Jain3
1School of Management, National Institute of Technology (NIT), Warangal, Telangana, India. shalinireddynaini@student.nitw.ac.in.
Environmental science and pollution research international
|January 5, 2024
概括
这项研究确定了印度绿色消费行为的主要驱动因素,揭示了不同的"绿色爸爸"和"绿色詹斯"细分市场. 营销人员可以将这些见解用于有针对性的环保产品战略.
科学领域:
- 消费者行为 消费者行为
- 环境营销环境营销
- 社会学 社会学 社会学
背景情况:
- 印度绿色消费主义日益重要.
- 需要对生态意识的消费者进行有效的细分.
- 对印度市场绿色采购的具体驱动因素的理解有限.
研究的目的:
- 确定印度同质和重要的环保客户群.
- 为了确定驱动绿色产品购买的先例.
- 帮助绿色营销人员制定针对微绿色细分市场的有针对性的推广策略.
主要方法:
- 通过在线平台 (LinkedIn,Twitter,Facebook) 在印度各地采用非概率标准采样收集的数据.
- 使用了推断统计分析,包括探索性因子分析,集群分析和歧视性分析.
- 基于人口统计,心理统计,行为变量和外部营销线索的分析.
主要成果:
- 八个主要因素影响绿色消费者行为,其中绿色习惯,意识,态度,人际影响和购买意图/行为是最重要的.
- 确定了两个关键的消费者集群:"绿色爸爸" (Y世代男性) 和"绿色简" (Z世代女性).
- 社交媒体营销和主观规范显著地歧视了这两个已识别的集群.
结论:
- 该研究强调了微细分在绿色市场中的重要性.
- 了解人口,心理和行为变量对于有效营销至关重要.
- 利用社交媒体和主观规范的有针对性的策略可以加强与特定绿色消费者部门的接触.
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