Clustering Consumers According to Their Environmental Concerns and Scepticisms

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Provided by: International Journal of Trade, Economics, and Finance (IJTEF)
Topic: E-Commerce
Format: PDF
In this paper, the authors aimed to measure the environmentally sensitive behavior of consumers and to cluster them according to their environmental concerns and scepticisms. These two psychographic variables were selected by their diverse nature and importance for understanding the basic determinants of a continuously developing market segment. Since the studies about the role of scepticism on environmentally sensitive consumer behavior are quite limited in marketing literature, this paper is expected to contribute towards the efforts of filling the existing gap.
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