Τμηματοποίηση της ελληνικής αγοράς στη βάση της οικολογικά συνειδητής καταναλωτικής συμπεριφοράς

Abstract

Presents research results on Ecologically Conscious Consumer Behaviour in Thessaloniki, Greece. Cluster Analysis was employed in order to segment consumer market on the basis of the three types of ecological behaviour, namely Pro-environmental Purchase Behaviour, Pro-environmental Post-purchase Behaviour (Recycling) and Pro-environmental Activities. Three segments were found; the first one was named Ecologically Conscious Consumers (31.66%), the second was named Ecologically Concerned Consumers (45.26%) and the third one Ecologically Indifferent Consumers (23.07%). It was found that the first segment (which is the most interesting and appears large enough to be considered profitable) includes people simultaneously engaged in all the three – above mentioned – types of ecological behaviour. They are consumers who are better educated and hold higher incomes than their counterparts do. A detailed profile of ECCs is presented in terms of consumers’ attitudinal and behavioural preferences. The overall gained knowledge could be productively used as a basis to design and implement ecological strategies of any type.