Elucidating green consumers: A cluster analytic approach on proenvironmental purchase and curtailment behaviors
Research output: Contribution to journal › Article
This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners' values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.
|Research areas and keywords||
Subject classification (UKÄ) – MANDATORY
|Number of pages||23|
|Journal||Journal of Euromarketing|
|Publication status||Published - 2009|