Elucidating green consumers: A cluster analytic approach on proenvironmental purchase and curtailment behaviors

Research output: Contribution to journalArticle


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.


External organisations
  • Umeå University
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • green consumer behavior, curtailment, early adoption, alternative fuel vehicles (AFVs), ecovators, eco-innovation, Sweden
Original languageEnglish
Pages (from-to)245-267
Number of pages23
JournalJournal of Euromarketing
Issue number4
Publication statusPublished - 2009
Publication categoryResearch
Externally publishedYes