Format:
1 Online-Ressource (28 p)
Content:
The aim of this study is to classify and, subsequently, characterize the ecological consumer in Spain. For his/her description, we use his/her ecological behavior besides a set of psychographic variables (knowledge about the environment, environmental concern, behavioral intention and values) and socio-demographic variables (gender, age, level of education and political ideology). First, all measuring instruments have been validated at a confirmatory level. Next, through a cluster analysis, conducted on a sample of 497 individuals ed by a non-probabilistic quota sampling, 3 groups of consumers have been obtained: the ecological, the involved-ecological, and the non-ecological. The identification and knowledge about these groups will be useful for the definition and development of the green marketing strategy in the company
Note:
In: ESIC Market Economics and Business Journal, Vol. 46, Issue 2, May-August 2015, 241-268
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Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 01, 2015 erstellt
Language:
English
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