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Showing papers on "Psychographic published in 2010"


Journal ArticleDOI
TL;DR: This paper examined the influence of demographic (e.g. gender and generational cohort) and psychographic drivers on frequency and levels of expenditure on fashion purchases and found that females purchase more often and were significantly different from males on yearly expenditure, fashion fanship, attitudes and impulse buying.

200 citations


Journal ArticleDOI
TL;DR: In this paper, the authors explore relationships between consumer innovativeness, market mavenism, shopping enjoyment, and beliefs, attitude, and patronage intentions toward pop-up retail.
Abstract: Purpose – The purpose of this paper is to explore relationships between consumer innovativeness, market mavenism, shopping enjoyment, and beliefs, attitude, and patronage intentions toward pop‐up retail.Design/methodology/approach – A survey technique using a national sample of consumers resulted in 869 usable responses. Structural equation modeling is used to test the hypothesized relationships among variables.Findings – Findings show that consumer innovativeness and shopping enjoyment influence beliefs about the importance of hedonic elements of pop‐up retail (novelty/uniqueness factor) and attitude toward pop‐up retail, which affects patronage intentions.Practical implications – Findings provide support for the effectiveness of pop‐up retail, an experiential marketing strategy, at enhancing the appeal of a retail venue to consumers exhibiting higher tendencies in innovativeness and shopping.Originality/value – This paper provides an investigation of consumer psychographic characteristics and their effe...

124 citations


Journal ArticleDOI
TL;DR: In this article, the authors used discriminant analysis to predict heavy and low rupee volume purchasers for a city of interest, where currently there are no malls, in eight cities of India and 3026 shoppers.

103 citations


Journal ArticleDOI
TL;DR: In this article, the influence of socioeconomic and demographic variables (age, academic level, expenditure on tourism, inter alia) on the predisposition to choose cultural tourism (the "culturophile tourist") was studied.
Abstract: As a result of globalization, the widespread use of ICTs, and advances in transport infrastructure, tourism destinations have to confront an increasingly competitive setting. When to this one adds the saturation of some of the original markets, the consolidation of traditional coastal destinations, and changes in client preferences and habits, it is not surprising that cultural tourism is being seen as having considerable growth potential over the next few years. In this context, policy-makers have been striving to better understand the cultural tourism market by attempting to segment their clients so as to adapt their offer to the client’s needs and leave the client satisfied with the experience. Unfortunately, most studies on cultural tourism segmentation have been purely psychographic. While this can help to explain attitudes, it fails to identify, access, and quantify segments, and is of little use for implementing specific strategies. The aim of the present work was to study the influence of socioeconomic and demographic variables (age, academic level, expenditure on tourism, inter alia) on the predisposition to choose cultural tourism (the “culturophile tourist”). To this end, we have developed a novel methodological approach and applied it to the results of a survey conducted by Andalusia’s Middle Towns Initiative. The approach uses the latent variables resulting from a latent class analysis to estimate log-linear models.

89 citations


Journal ArticleDOI
TL;DR: In this article, a model is developed to identify the psychographic factors that influence the consumer attitudes toward using credit cards and found support for some of the theoretical expectations and lends support to some earlier deviations reported in the literature.
Abstract: Purpose – Despite the spread in usage and ownership of credit cards, few studies have examined its effect on consumer debt in developing nations. The main purpose of this paper is to understand consumers' attitude and spending behavior using credit cards.Design/methodology/approach – This study is based on a questionnaire survey conducted in Malaysia. Based on an extensive review of literature, a model is developed to identify the psychographic factors that influence the consumer attitudes toward using credit cards.Findings – The paper found support for some of the theoretical expectations and lends support to some of the earlier deviations reported in the literature.Practical implications – The findings are likely to be important to banks and financial institutions issuing credit cards, as they help managers to have a better understanding of cardholders in Malaysia and their attitude and behavior toward usage of credit cards.Originality/value – This paper makes a valuable contribution given the fact that...

67 citations


Journal ArticleDOI
TL;DR: In this paper, the authors evaluated the relationship among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product and found that the relationship between expertise and consumption is moderated by hedonistic orientation.
Abstract: Purpose – This paper aims to evaluate the relationships among consumer expertise, hedonic orientation, price consciousness, and consumption using wine as the focal product. While these variables' impact on decision making within this industry have been examined in isolation, this is believed to be the first study marrying these hedonic and non‐hedonic characteristics.Design/methodology/approach – Data were collected from a convenience sample of wine purchasers consisting of faculty, staff and upper level students at a major southwestern university using a 95 item questionnaire. In total, 241 usable surveys were included in the analysis.Findings – The findings indicate support for all five hypothesized relationships. The importance of hedonic orientation as a psychographic characteristic emerges. The relationship between expertise and consumption is moderated by hedonic orientation as is the relationship between expertise and price consciousness. Price consciousness mediates the relationship between expert...

33 citations


Journal ArticleDOI
TL;DR: In this paper, the authors identify e-Mavens and systematically examine their demographic, socio-economic and psychographic characteristics as well as their motives for visiting websites and disseminating information in a music context.
Abstract: The internet increases the importance of information dissemination, which can enhance the success of online and offline products. Indeed, in certain markets, online communicators can play a central role in influencing others' purchase decisions. Previous research has identified e-Mavens as one such group, but has not profiled them and has treated them as a homogenous group. From an online sample of some 2500 consumers, we identify e-Mavens and systematically examine their demographic, socio-economic and psychographic characteristics as well as their motives for visiting websites and disseminating information in a music context. In addition, cluster analysis identified four meaningful and distinct e-Mavens groups, which have implications for e-marketing research, e-practitioners targeting online music communities and the market maven concept.

31 citations


Journal ArticleDOI
TL;DR: In this article, a study profiles the characteristics, attributes and growth orientations of Lebanese entrepreneurs including the relationships, roles and contributions that family and culture play in the development of private SMEs.
Abstract: This study profiles the characteristics, attributes and growth orientations of Lebanese entrepreneurs including the relationships, roles and contributions that family and culture play in the development of private SMEs. Drawing on a sample of 112 entrepreneurs' psychographic motives, demographic attributes and business activities are revealed. Family and enterprise relationships related to employment, investment and active family participation and growth orientations are empirically tested. The findings suggest that entrepreneurs are motivated by the need for independence and flexibility. Entrepreneurs were found to rely heavily on family member participation to establish, develop and grow their enterprises.

31 citations


Journal ArticleDOI
TL;DR: In this paper, four psychographic clusters are identified: "Get-Going Adopter", "Inner Value-oriented Conservative", "Political and Sport Enthusiast" and "Independent Life Lover".
Abstract: Indian youth is emerging as a very powerful and significant consumer market. Marketers would be able to devise more effective strategies to tap this segment if they were able to get insights into their psychographic profiles. The present study, therefore, seeks to understand the psychographic along with demographic variables of the youth in India. Based on cluster analysis, four psychographic clusters are identified: ‘Get-going Adopter’, ‘Inner Value-oriented Conservative’, ‘Political and Sport Enthusiast’ and ‘Independent Life Lover’. The findings reveal significant psychographic differences among the identified clusters and suggest that it is more meaningful for the marketer to concentrate on two segments, ‘Get-going Adopter’ and ‘Independent Life Lover’ that account for 70% of the respondents rather than the other two clusters and design their marketing strategies accordingly.

27 citations


Journal ArticleDOI
TL;DR: In this article, a consumer survey conducted in Germany in 2007 of 470 usable responses is employed to identify segments with a high level of preference towards the four variations of farm tourism and the clusters are profiled based on the respondents' psychographic and demographic data.
Abstract: The aim of this study is to examine the potential of farm tourism differentiation. Accordingly, this article provides four concepts of a farm holiday and identifies five approachable segments of potential customers. Based on a consumer survey conducted in Germany in 2007 of 470 usable responses, a cluster analysis is employed to identify segments with a high level of preference towards the four variations of farm tourism. The clusters are profiled based on the respondents' psychographic and demographic data. Furthermore, each identified segment is described in terms of its level of appreciation for current farm tourism. This enables us to suggest promotional campaigns which redirect or intensify interest in the new forms of farm tourism.

19 citations


Journal ArticleDOI
TL;DR: In this paper, the authors aimed to measure the environmentally sensitive behaviour of consumers and to cluster them according to their environmental concerns and scepticisms, and selected two psychographic variables by their diverse nature and importance for understanding the basic determinants of a continuously developing market segment.
Abstract: In this study, authors aimed to measure the environmentally sensitive behaviour 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 behaviour are quite limited in marketing literature, this study is expected to contribute towards the efforts of filling the existing gap.

Proceedings ArticleDOI
28 Jun 2010
TL;DR: In this paper, the authors proposed an approach that enables online stores to offer customized marketing by segmenting their customers based on customers' psychographic data, which can concentrate on more profitable activities by identifying customers' value as they segment their customers into a few groups of customers with similar intentions to purchase.
Abstract: This paper has proposed an approach that enables online stores to offer customized marketing by segmenting their customers based on customers' psychographic data. Online stores can concentrate on more profitable activities by identifying customers' value as they segment their customers into a few groups of customers with similar intentions to purchase. To segment online customers, based on previous research that explains the behavior of online customers regarding purchasing, the approach has employed the factors that affect the customers' intention to purchase on the Web. We integrated the clustering results of SOM (Self-organized Map) and the k-means algorithm into a single model. Online stores can develop promotional marketing and offer personalized service for e-customers, who are more valuable and more promising according to the market segments presented by our approach.

Journal ArticleDOI
TL;DR: In this article, an external standard from the ancient Vedic tradition that has flourished in the Indian Subcontinent for more than 6,000 years is proposed to measure service quality, which is the key determinant in the success of a service business.
Abstract: Measurement of service quality is the key determinant in the success of a service business. Measuring service quality has proven to be an exceptionally difficult challenge because of the intangibility and heterogeneity of services. Quality of service cannot be compared against a preset external standard because it could literally vary from moment to moment, and is subject to wild swings in the perceptions of the same service consumption experience by the consumer and the provider. The demographic and the psychographic background of the two parties involved can have unpredictable effects on the quality of services. Previous attempts to measure service quality such as SERVQUAL have gotten bogged down in the cyclical tussle between consumer expectations and the actual delivery of such expectations. This article attempts to correct the problem by introducing an external standard from the ancient Vedic tradition that has flourished in the Indian Subcontinent for more than 6,000 years. This standard is based on...

Journal ArticleDOI
TL;DR: It is found that segment membership was related to frequency of alcohol use, binge drinking, and limiting dietary fat, which indicates that identifying qualitatively different subgroups of young adults through market research may inform the development of engaging interventions and health campaigns targeting college students.
Abstract: Marketing campaigns, such as those developed by the tobacco industry, are based on market research, which defines segments of a population by assessing psychographic characteristics (i.e., attitudes, interests). This study uses a similar approach to define market segments of college smokers, to examine differences in their health behaviors (smoking, drinking, binge drinking, exercise, diet), and to determine the validity of these segments. A total of 2,265 undergraduate students aged 18–25 years completed a 108-item online survey in fall 2008 assessing demographic, psychographic (i.e., attitudes, interests), and health-related variables. Among the 753 students reporting past 30-day smoking, cluster analysis was conducted using 21 psychographic questions and identified three market segments – Stoic Individualists, Responsible Traditionalists, and Thrill-Seeking Socializers. We found that segment membership was related to frequency of alcohol use, binge drinking, and limiting dietary fat. We then developed ...

Journal ArticleDOI
TL;DR: In this article, the authors used the Nominal Group Technique to segment the self-employed based on personality traits and the benefits they receive from an entrepreneurial career, and classified them into four distinct groups: exemplars, generals, moms and dads, and altruists.
Abstract: Although it is well established in the academic literature that entrepreneurs share common traits, there has been limited research dedicated to evaluating psychographic profiles of the self-employed. Using the Nominal Group Technique, the authors gleaned insight from a panel of experts in an effort to segment the self-employed based on personality traits and the benefits they receive from an entrepreneurial career. The findings show that self-employed individuals can be classified into four distinct segments: Exemplars, Generals, Moms and Dads, and Altruists. Each group derives different benefits from self-employment. Understanding these benefits can greatly assist entrepreneurship educators and marketers of small business oriented products and services.

01 Jan 2010
TL;DR: In this paper, the authors used AIO variables to identify the purchasing criteria of Malacca house buyer's and concluded that most respondents preferred single storey semi-detached houses in their future purchase.
Abstract: The Malacca residential property market consists of various segments. In order to ensure the property developer could successfully communicate with each specific segment separately, a psychographic research could shed some light into the different segments of house buyers. Each of these segments can then be profiled to give a more insight picture of the purchasing decisions of house buyers. In view of these statements, this paper attempts to use AIO variables to identify the purchasing criteria of Malacca house buyer’s. The data was collected through selfadministered questionnaires. The sample consisted of 245 respondents. The target house buyers were all adults aged over 18 years old who were attended the property expo held in State of Malacca, Malaysia. Preliminary finding reveals that the majority of the respondents were Malays followed by Chinese and Indians. From the study, it was concluded that most respondents preferred single storey semi-detached houses in their future purchase. The results also indicate that house prices and reputable property development companies are the main factors that affect their purchase decisions and behaviours.

Journal ArticleDOI
TL;DR: In this paper, personal values are associated with demographic characteristics to create a better market segmentation tool for investigating differences and similarities in both party identification and voting behavior, and the results indicated that personal values were far more likely than demographic attributes to predict party identification.
Abstract: Generally speaking, demographics explain two-thirds of everything. This study demonstrated how personal values may be associated with demographic characteristics to create a better market segmentation tool for investigating differences and similarities in both party identification and voting behavior. It supplied confirmation of the interrelationships among demographic characteristics, party identification, and voting behavior, as well as theoretical concept and empirical evidence of personal values in marketing research. Results indicated that personal values are far more likely than demographic characteristics to predict party identification and voting behavior.

Journal ArticleDOI
TL;DR: In this article, a study aimed to develop consumer techno segments based on technology-related psychographic variables in four different countries including the US, Canada, Spain and Italy, where respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segment.
Abstract: This study aimed to develop consumer techno segments based on technology-related psychographic variables in four different countries including the US, Canada, Spain and Italy. The respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segments. Cluster analysis identified three to four distinct techno segments in each country. Multivariate analysis of variance and univariate analyses were used to validate the differences among techno segments in need for change, leisure orientation and e-shopping preference in each local market. The similarities and differences of each techno segment were examined across different international markets. A discussion and implications were drawn to help marketers develop penetration and market strategies for different international markets by understanding an expected diffusion rate of a new product and of product life cycles for each local market.

Book ChapterDOI
01 Jan 2010
TL;DR: In this paper, the authors used a sequence alignment method to cluster customers (n = 132) of a branch of a German consumer electronics retailer according to the sequence of the customers' contacts with its different marketing channels (e.g. store, homepage, newspaper advertising) during the whole purchase process.
Abstract: We used a sequence alignment method to cluster customers (N = 132) of a branch of a German consumer electronics retailer according to the sequence of the customers’ contacts with its different marketing channels (e.g. store, homepage, newspaper advertising) during the whole purchase process. In doing so, we obtained three clusters in a short sequences and a long sequences segment. Results reveal differences in the customers’ behaviour concerning the customer contacts and their functions in the whole purchase process, as well as between the identified customer segments. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich knowledge of the customers in this manner.

Reference EntryDOI
15 Dec 2010
TL;DR: In this paper, the authors briefly outline the bases commonly used to segment consumer and business markets and describe popular strategies for targeting market segments (i.e., undifferentiated marketing, differentiated marketing, macromarketing, and micromarkering).
Abstract: Segmentation is the process of dividing heterogeneous markets into homogeneous subgroups which display similarities in needs, preferences, and/or behaviors. Effectiveness of the segmentation process is evaluated on the basis of measurability, accessibility, substantiality, and responsiveness of the segments identified. Owing to resource constraints, firms are often unable to pursue all the segments they identify and have to concentrate on selected segment(s). This is known as targeting. The discussion here briefly outlines the bases commonly used to segment consumer and business markets. Consumer segmentation based on geographic, demographic, psychographic, and product-related approaches is discussed. Macrolevel bases (i.e., characteristics of the buying organization and purchase situation, product/service application) and microlevel bases (i.e., key criteria, purchasing strategies, structure of decision-making units) of segmenting business markets are also discussed. The discussion concludes by describing popular strategies for targeting market segments (i.e., undifferentiated marketing, differentiated marketing, macromarketing, and micromarketing). Keywords: segmentation; consumer segmentation; segmenting business markets; targeting; geographic segmentation; demographic segmentation; psychographic segmentation; product-related segmentation; undifferentiated marketing; differentiated marketing; macromarketing; micromarketing

Book ChapterDOI
29 Sep 2010
TL;DR: The results of the study show that on-line shopping in India is basically impacted by five categories of factors like demographics factor, Psychographics factor, Online shopping feature and policies, Technological factor, Security factor.
Abstract: On-line shopping is a recent phenomenon in the field of E-Business and is definitely going to be the future of shopping in the world. Most of the companies are running their on-line portals to sell their products/services. Though online shopping is very common outside India, its growth in Indian Market, which is a large and strategic consumer market, is still not in line with the global market. The potential growth of on-line shopping has triggered the idea of conducting a study on on-line shopping in India. The present research paper has used exploratory study to depict and highlight the various categories of factors and variables impacting the behavior of consumers towards on-line shopping in India. The data was collected through in-depth interviews on a sample of 41 respondents from Delhi, Mumbai, Chennai and Bangalore. The results of the study show that on-line shopping in India is basically impacted by five categories of factors like demographics factor, Psychographics factor, Online shopping feature and policies, Technological factor, Security factor. The results of the study are used to present a comprehensive model of on-line shopping which could be further used by the researchers and practitioners for conducting future studies in the similar area. A brief operational definition of all the factors and variables impacting on-line shopping in India is also described. And finally practical implications of the study are also elucidated.

Journal ArticleDOI
TL;DR: Self-organizing maps are used to examine the effect of various psychographic and cognitive factors on blood donation in Egypt and show that major variables affecting blood donation are related to altruistic values, perceived risks of blood donation, blood donation knowledge, attitudes towardBlood donation, and intention to donate blood.
Abstract: Blood donation has historically been marketed as one of the purest examples of altruistic or pro-social behavior. The recruitment of blood donors is, however, a challenge as transfusion centers worldwide strive to attract and retain blood donors. This study uses self-organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on blood donation in Egypt. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and nonlinear patterns. The results show that major variables affecting blood donation are related to altruistic values, perceived risks of blood donation, blood donation knowledge, attitudes toward blood donation, and intention to donate blood. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data. Copyright © 2009 John Wiley & Sons, Ltd.

Dissertation
01 Dec 2010
TL;DR: In this paper, the effects of psychographic (shopping orientation, lifestyle, social class), demographic (gender, ethnicity, age), and geographic (area of residence) variables on time-related shopping behaviors when shopping for clothing for the self were determined.
Abstract: The purpose of this study was to determine the effects of psychographic (shopping orientation, lifestyle, social class), demographic (gender, ethnicity, age), and geographic (area of residence) variables on time-related shopping behaviors when shopping for clothing for the self. The concept of time-related shopping behaviors has not been the focus of any study of the American market. Data (N = 550) were collected via a questionnaire with an online survey company. Through analysis of chi square statistics, ANOVA, Pearson product-moment correlation, and factor analysis, it was found that psychographics and demographics affected time-related and other shopping behaviors. Geographics was found to affect shopping behavior, but not specifically the time-related shopping behaviors studied.

Journal ArticleDOI
TL;DR: In this article, the authors made a detailed study on the association and predictability of consumeris demographic dimensions towards supermarket store format choice behavior in food and grocery retailing, which was purely based on primary data collected from 1040 retail customers from forty different food/grocery supermarket stores through mall intercept technique using structured and non-disguised questionnaire in twin cities of Hyderabad and Secunderabad in Andhra Pradesh.
Abstract: The paradigm shift in consumeris socio-economic, demographic, geographic and psychographic dimensions has changed the face of Indian food and grocery retailing. The present paper endeavours to make a detailed study on the association and predictability of consumeris demographic dimensions towards supermarket store format choice behaviour in food and grocery retailing. The study is purely based on primary data collected from 1040 retail customers from forty different food and grocery supermarket stores through mall intercept technique using structured and non-disguised questionnaire in twin cities of Hyderabad and Secunderabad in Andhrapradesh. The descriptive statistical tools (percentiles mean standard deviation and cross tabulations) and inferential statistical tools (Chi-square, Correlations, Regressions, and ANOVA) were used to test the formulated hypotheses. It was found that customersi age, monthly household income, family size, distance travelled to store, gender, education and occupation have been...

Journal ArticleDOI
TL;DR: In this article, the share of wallet (SOW) of a chequing account was negatively skewed and leptokurtic with a mean of 83.3% and a mean credit card SOW was 59.5%.
Abstract: Customer Loyalty is frequently conceptualized as customer retention even though polygamous loyalty to multiple products/brands is commonplace and customers are unlikely to shift all of their purchases to another supplier following dissatisfaction. In this study, loyalty is operationalized as share of wallet (SOW) and modeled in relation to socio-demographic, psychographic and relationship predictors. Results indicate that chequing account SOW was negatively skewed and leptokurtic with a mean of 83.3%. In contrast, mean credit card SOW was 59.5% and the distribution was negatively skewed and platykurtic. Relationship length, depth and satisfaction, and financial attitudes, values and lifestyles, but not consumer socio-demographics, emerged as key predictors of share of wallet.

Journal ArticleDOI
TL;DR: In this article, the authors tried to make a significant contribution by determining the level of adoption of the selected HR practices in the selected Indian organizations as perceived by the employees working in these organizations along with assessing their relationship with employee demographics.
Abstract: The organizations in Indian context like others have been forced to initiate certain changes in their HR practices due to the cut-throat competition created by opening up of the Indian economy and changing employee demographics and psychographics. The present study attempts to make a significant contribution by determining the level of adoption of the selected HR practices in the selected Indian organizations as perceived by the employees working in these organizations along with assessing their relationship with employee demographics. The results reveal that higher attention has been paid to practices aimed at improving employee competencies than those influencing employee behaviors. It has also been found that younger and less experienced employees have perceived the organizations surveyed to be low on adoption of selected HR practices.

01 Jan 2010
TL;DR: Inshopping versus outshopping is an issue of concern to all retailers as discussed by the authors, and determining factors leading to outshouting or, preferably, leading to inshopping can help retailers plan effective marketing strategies.
Abstract: Inshopping versus outshopping is an issue of concern to all retailers. Determining factors leading to outshopping or, preferably, leading to inshopping can help retailers plan effective marketing strategies. Outshopping is defined as shopping done outside of the home community (Berman and Evans 2007). Research linking outshopping to consumer psychographic variables such as tastes and lifestyles (e.g., Reynolds and Darden 1972) suggests that certain consumer groups may be more or, as is our interest, less prone to outshopping versus inshopping.

Journal ArticleDOI
TL;DR: The feasibility of organized retailing in Class B cities of India, and how far the psychographic trends promise lucrative business opportunities for companies are explored in this article, where the authors examine the global issues confronting retailing, which is striving to be more focused to the needs of the customer.
Abstract: The paper examines the global issues confronting retailing, which is striving to be more focused to the needs of the customer. As companies explore avenues for marketing and growth, investments in retailing have grown in smaller cities of India. Many companies are toying with the idea that opening shops and stores of their branded products in Class B cities of the country would fetch them first mover advantage. In this perspective, the paper explores the feasibility of organised retailing in Class B cities of India, and how far the psychographic trends promise lucrative business opportunities for companies.

Reference EntryDOI
15 Dec 2010
TL;DR: The extent to which consumers engage in recycling relates to the perceived inconvenience of recycling and consumers' attitudes about the importance of recycling as discussed by the authors, and psychographics and personality variables seem to have more impact on recycling attitudes than do demographics such as age and income.
Abstract: Environmental consumer behaviors include the extent to which consumers buy environmentally friendly products, and dispose of product waste in an environmentally responsible manner. Polls have shown that a majority of consumers intend to act eco-friendly; however, their behaviors are not always consistent with their desires. Consumers' reluctance to buying green seems to relate to their perceptions of eco-friendly products. Green products are perceived as less effective and more expensive than alternatives. Furthermore, consumers are often skeptical of the claims made by environmentally friendly brands. The extent to which consumers engage in recycling relates to the perceived inconvenience of recycling and consumers' attitudes about the importance of recycling. Research shows that psychographics and personality variables seem to have more impact on recycling attitudes than do demographics such as age and income. In particular, variables that have been shown to be related to recycling include materialism (the extent to which one attaches importance to possessions), collectivism (the extent to which one believes in the importance of the group over the individual), and locus of control (the extent to which people believe that they control their lives rather than that they are controlled by external forces). Keywords: eco-friendly products; green consumer behavior; environmentalism; recycling; psychographics