Environmental segmentation: young millennials’ profile in an emerging economy
| Autor: | Raife Meltem Yetkin Özbük, Ayşen Coşkun |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Turkish
media_common.quotation_subject 05 social sciences Economics Econometrics and Finance (miscellaneous) Significant difference Sample (statistics) language.human_language Locus of control Frugality Market segmentation 0502 economics and business language Happiness 050211 marketing Marketing Life-span and Life-course Studies Emerging markets Psychology 050203 business & management media_common |
| Zdroj: | Young Consumers. 20:359-379 |
| ISSN: | 1747-3616 |
| DOI: | 10.1108/yc-12-2018-0912 |
| Popis: | PurposeThe purpose of this study is to segment young millennials in an emerging economy based on their environmental attitudes and purchase intentions. The study also attempts to describe the segments and highlight their differences in terms of happiness, frugality, environmental locus of control, and environmental knowledge.Design/methodology/approachThe study sample consisted of 227 Turkish undergraduate students. A two-step cluster analysis was performed on environmental attitudes and purchase intentions scores. The differences among the clusters were then examined according to happiness, frugality, environmental locus of control, and environmental knowledge variables.FindingsA two-step cluster analysis identified three clusters, namely, “non-greens”, “reluctant greens” and “true greens”, all of whom differed in terms of environmental attitudes and purchase intentions. Non-greens (n = 16) and true greens (n = 121) yielded the lowest and the highest scores for environmental attitudes and purchase intentions, respectively. Three clusters also differed significantly in terms of frugality. Environmental knowledge levels of non-greens differed from those of reluctant greens and true greens. There is no significant difference regarding happiness and environmental locus of control among clusters.Practical implicationsLocal and international companies interested in marketing green products to young millennials in emerging economies may enhance their understanding of non-green and green young millennials in the target markets and differentiate their marketing strategies for each segment.Originality/valueGiven the need for a better understanding of young millennials’ environmental behavior in an emerging economy, the current study contributes to the literature by segmenting young Turkish millennials based on their environmental attitudes and purchase intentions, further describing the consumer segments with different variables such as happiness, frugality, environmental locus of control and environmental knowledge. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|