A Cluster Analysis Approach for Segmenting Ecologically Conscious Consumers

DOI: https://doie.org/10.0224/Jbse.2025659557

Neha Gupta, Kavita Srivastava, Rohit Bansal

Keywords:

Cluster Analysis, Conscious Consumers, Green Marketing, Ecological conscious consumer, Eco-friendly consumer behavior

Abstract:

Most consumers are at present realizing that their purchasing behavior, lifestyle, and living habits possess a noteworthy effect on the environment. Now, an important issue in green marketing is to segment the market for environmentally conscious consumers and determine their qualities, habits, and characteristics. The literature on ecologically conscious consumer behavior and concern towards the environment, attitude towards the environment, etc. were reviewed.  Further, two focus group discussions (FGD) were carried out; each of the focus groups comprised twelve members. Fifty percent of the members of the focus group were male and fifty percent were female. They represented members from various age groups, occupations, and educational levels with varying household incomes. The purpose of this structured questionnaire was to measure Ecologically Conscious Consumer Behavior (ECCB), Environmental Concern (EC), Perceived Consumer Effectiveness (PCE), Altruism (ALT), Liberalism (LIB), and intention to purchase green products and attitude toward them. Following are the ANOVA results components that show variation across clusters: perceived consumer effectiveness, environmental concern, altruism, liberalism, attitude toward green products, and purchase intention for green items. The companies should adopt practices that assist in maintaining environmental balance and should promote the same through advertising. Also, the communication strategy of the government should include and focus on the key points of the various clusters that they are targeting.  

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