消费者对产品采购,维修和循环经济的排放的偏好:基于联合分析的细分市场模拟
Ryu Koide1, Haruhisa Yamamoto2, Eri Amasawa3
1Material Cycles Division, National Institute for Environmental Studies, 16-2 Onogawa, Tsukuba, Ibaraki, 305-8506, Japan; Graduate School of Engineering, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo, 113-8656, Japan; Faculty of Technology, Policy and Management, Delft University of Technology, Jaffalaan 5, 2628 BX, Delft, the Netherlands.
Journal of environmental management
|August 8, 2025
概括
消费者对循环经济模式的偏好差异很大. 在产品采购,维修和处置方面识别不同的消费者群体是成功采用和有针对性的营销策略的关键.
科学领域:
- 消费者行为研究研究
- 循环经济的商业模式
- 市场细分分析分析市场细分分析
背景情况:
- 消费者对循环经济模式的偏好是异质的,但现有的研究往往忽视了这种复杂性,仅集中在产品采购上.
- 了解所有生命周期阶段的消费者参与 - - 收购,维修和放电 - - 对于制定有效的循环商业战略至关重要.
研究的目的:
- 识别和描述循环商业模式的不同消费者部分.
- 分析循环经济的采购,维修和放电阶段的消费者偏好和市场份额.
- 在这三个阶段调查消费者行为的共同点和差异.
主要方法:
- 采用基于选择的联合分析来衡量消费者偏好.
- 利用集体聚类来实现强大的消费者细分.
- 应用市场模拟来估计不同细分和产品的市场份额.
- 专注于日本市场的三个产品类别 (冰箱,笔记本电脑,儿童用品).
主要成果:
- 在所有三个阶段都一致确定了关键消费者细分市场:循环导向 (12-33%),价格敏感 (13-30%),平衡的决策者 (19-38%) 和线性坚持 (24-51%).
- 循环导向的细分市场显示出高度采用意愿,而价格敏感的细分市场则需要降低价格以实现主流化.
- 平衡的决策者对创新的循环模式 (改造,订阅,共享) 是容易接受的,与传统的再利用选择不同.
- 线性坚持的细分市场始终倾向于新产品和未经维修的项目,保持线性期权的重要市场份额.
结论:
- 消费者细分对于定制战略以促进循环经济采用至关重要.
- 针对循环导向细分市场的有针对性的营销和为平衡的决策者设计有吸引力的报价是关键的入口点.
- 解决价格敏感性和对线性选项的持续偏好是广泛循环性的关键挑战.
- 叠加的细分会员关系表明,消费者参与的不同阶段可能会产生积极的溢出效应.
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