Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Currently: Marketing i Zarządzanie
Konsument zrównoważony jako segment odniesienia dla działań marketingowych przedsiębiorstwa
(Sustainable Consumer as a Reference Segment for the Company’s Market Activities)
DOI: 10.18276/pzfm.2015.38-17
Cite
The full text is available
| ISSN: | 1509-0507 |
| eISSN: | 2353-2874 |
| Authors: |
Iwona
Wilk
Politechnika Łódzka |
| Keywords: | sustainable consumption market segmentation sustainable consumer marketing |
| Issue / book publication date: | 2015 |
| Page range: | 10 (183-192) |
| OAI-PMH: | Metadata |
 
| |
Abstract
Implementation of sustainable development idea in the way that is satisfying both for the company and the consumer requires market segmentation taking into consideration the sustainable consumer. Identification and characteristics of this consumer allows adjusting the areas of business activity to their specificity, taking into account the interests of present and future generations. The aim of the paper is to present selected segmentation methods of sustainable consumers based on available literature analysis.
Preview PDF
Bibliography
- A framework for pro-environmental behaviours, Department for Environment, Food and Rural Affairs, London 2008.
- Dahlstrom R., Green marketing management, South-Western Cengage Learning, Manson 2011.
- Diamantopoulos A., Schlegelmilch B.B., Sinkovics R.R., Bohle G.M., Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation, „Journal of Business Research” 2003, No. 56.
- Emery B., Sustainable marketing, Pearson, London 2012.
- Finisterra do Paço A.M., Raposo M.L.B., Green consumer market segmentation: empirical findings from Portugal, „International Journal of Consumer Studies” 2010, No. 34.
- Lorek S., Fuchs D., Strong sustainable consumption governance – precondition for a degrowth path?, „Journal of Cleaner Production” 2013, No. 38.
- Makower J., Strategies for the green economy. Opportunities and challenges in the new world of business, McGraw-Hill, London 2009.
- Martin D., Schouten J., Sustainable marketing, Prentice Hall, Boston 2012.
- Ottman J.A., The new rules of green marketing. Strategies, tools, and inspiration for sustainable branding, Greenleaf Publishing Limited, Sheffield 2011.
- Vermeir I., Verbeke W., Sustainable food consumption: exploring the consumer „attitude – behavioral intention” gap, „Journal of Agricultural and Environmental Ethics” 2006, No. 19.