Clustering the Consumers According to Their Environmental Concern: A Study In the Turkish Market

Abstract

The consumption of natural resources and environmental pollution is still one of our planet’s most serious problems. Accordingly, the number of consumers who are worried about diminishing natural resources is increasing rapidly. Knowing more about these consumers will give companies the opportunity to define their strategies appropriately. The objective of this study is to profile consumers regarding environmental concern and green buying behavior. Three distinct clusters are identified and they are labelled as “highly environmentally-concerned seniors”, “least environmentally-concerned youngsters,” and “moderately environmentally-concerned middle aged.” The study is significant because it offers insights for marketers and academicians who are interested in green marketing.