Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 30 November 2020

Abstract and Keywords

This article describes how one can apply models of market segmentation to the understanding of the varying nature of green consumers. It reviews two approaches of segmentation and argues that only one of them will be effective when attempting to understand socially laden consumption behavior. A discussion of how one can think about segmentation from this perspective is presented. Preference heterogeneity is a necessary but not sufficient condition for effective segmentation and that heterogeneity can lead to non-obvious outcomes. Segmentation is affected by the variance of consumer preferences. Moreover, the article considers three areas of application: examples of a priori segmentation; examples of behavioral segmentation; and developing a general way of thinking about applications of segmentation models. It is impossible to understand green consumption without a complete understanding of the non-green aspects of particular consumption contexts.

Keywords: market segmentation, green consumers, preference heterogeneity, consumer preferences, behavioral segmentation, green consumption

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.