Showing papers on "Psychographic published in 2019"

Coming Out of the Niche? Social Banking in Germany: An Empirical Analysis of Consumer Characteristics and Market Size

Abstract: The social banking market constitutes a small but rapidly growing submarket of the global banking sector. Due to an explicit commitment to sustainability, social banking is a segment of banking services which is not exclusively focused on economic performance criteria, but pursues ecological and social goal dimensions on an equal footing. Information on the number and reachability of potential social banking customers is essential for social banks to further promote sustainable consumption in finance. In scientific research, social banking is considered a relatively new field, still lacking empirical analyses regarding the market size and specific consumer behaviour. This study addresses the research gap by generating first insights into the German social banking market. Based on an online survey using an adaptive conjoint analysis, a large data set covering 3537 respondents was compiled. Sample 1 comprises 2896 respondents who are customers of three major social banks in Germany. Sample 2 covers the remaining 641 respondents who represent the German adult population and exclusively buy from conventional banks. Logistic regression modelling reveals that social banking customers differ significantly from their conventional counterparts regarding several socio-demographic, behavioural and psychographic factors. In comparison with conventional banking customers, social banking customers tend to be younger, higher educated and located in larger places of residence. Contrary to existing research on socially responsible investors, they are male to a higher proportion than female. Moreover, social banking customers demonstrate stronger sustainable buying patterns and weaker preferences for financial, but stronger preferences for social return than conventional banking customers. The results further indicate a considerable untapped growth potential for social banks by uncovering a market size ranging between 10 and 26% of the German adult population. Finally, suggestions for marketing strategies and future research are given.

The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

Abstract: With growing competition, loyal customers have become the key to the company's success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company's customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company's brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company's segments that have a higher degree of loyalty.

A consumer-oriented segmentation study on edible insects in Switzerland and Thailand

Abstract: Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly behaving groups and targeting them separately is the first step to more successfully promoting insect cuisine. By taking a cross-cultural perspective on the topic of entomophagy and investigating the impact of different cultural settings, additional insights may be revealed that can be used to develop marketing strategies. The paper aims to discuss this issue.,Using survey data from Switzerland (N=542) and Thailand (N=500), a hierarchical cluster analysis yielded four consumer segments in each country.,Interestingly, in both countries, the segments themselves can be named identically and accordingly to Roger’s diffusion of innovation theory: early adopters, early majority, late majority and laggards. However, the size of the segments and the people within these corresponding segments are quite different sociodemographically and in some of the investigated psychographic scales, such as food neophobia. The authors conclude that consumers in countries with an entomophagy tradition behave quite differently from those without one.,To the best of the authors’ knowledge, this is the first cross-cultural consumer segmentation study on the topic of entomophagy. Based on these results, initial conclusions can be drawn on how to successfully target the specific segments.

What Predicts Exercise Maintenance and Well-Being? Examining The Influence of Health-Related Psychographic Factors and Social Media Communication.

Abstract: Habitual exercising is an important precursor to both physical and psychological well-being. There is, thus, a strong interest in identifying key factors that can best motivate individuals to sustain regular exercise regimen. In addition to the importance of psychographic factors, social media use may act as external motivator by allowing users to interact and communicate about exercise. In this study, we examined the influence of health consciousness, health-oriented beliefs, intrinsic motivation, as willingness to communicate about health on social media, social media activity on exercise, and online social support on exercise maintenance and well-being on a sample of 532 American adults. Employing structural equation modeling, we found that health-oriented beliefs mediated the effect of health consciousness on intrinsic motivation which in turn was a significant predictor of exercise maintenance. Exercise maintenance significantly predicted both physical and psychological well-being. Extrinsic motivators, as measured by willingness to communicate about health on social media, social media activity on exercise, and online social support did not however significantly influence exercise maintenance. These findings have implications for the design and implementation of exercise-promoting interventions by identifying underlying factors that influence exercise maintenance.

Personality or Value: A Comparative Study of Psychographic Segmentation Based on an Online Review Enhanced Recommender System

Abstract: Big consumer data promises to be a game changer in applied and empirical marketing research. However, investigations of how big data helps inform consumers’ psychological aspects have, thus far, only received scant attention. Psychographics has been shown to be a valuable market segmentation path in understanding consumer preferences. Although in the context of e-commerce, as a component of psychographic segmentation, personality has been proven to be effective for prediction of e-commerce user preferences, it still remains unclear whether psychographic segmentation is practically influential in understanding user preferences across different product categories. To the best of our knowledge, we provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users’ online purchasing preferences across different product categories in e-commerce by using a data-driven approach. We first construct two online psychographic lexicons that include the Big Five Factor (BFF) personality traits and Schwartz Value Survey (SVS) using natural language processing (NLP) methods that are based on behavior measurements of users’ word use. We then incorporate the lexicons in a deep neural network (DNN)-based recommender system to predict users’ online purchasing preferences considering the new progress in segmentation-based user preference prediction methods. Overall, segmenting consumers into heterogeneous groups surprisingly does not demonstrate a significant improvement in understanding consumer preferences. Psychographic variables (both BFF and SVS) significantly improve the explanatory power of e-consumer preferences, whereas the improvement in prediction power is not significant. The SVS tends to outperform BFF segmentation, except for some product categories. Additionally, the DNN significantly outperforms previous methods. An e-commerce-oriented SVS measurement and segmentation approach that integrates both BFF and the SVS is recommended. The strong empirical evidence provides both practical guidance for e-commerce product development, marketing and recommendations, and a methodological reference for big data-driven marketing research.

Basic principles of tourist services market segmentation

Abstract: Purpose: The main aim of the article is to identify the principles of tourist services for an effective segmentation using data from official primary and secondary bases. Design/Methodology/Approach: The authors have justified the importance of dividing potential tourists into homogenous groups (segments) in accordance with the general characteristic features of their demand. In that manner, according to the authors, a tourist product is provided with its target orientation as, on the one hand, it cannot meet the requirements of all tourists and on the other hand, a tourist company can concentrate their marketing efforts on the most perspective market segments rather than dissipate them. Findings: A definition of ‘tourist service’ has been made and its characteristic features have been described as well. Stages of segmenting starting from selection of criteria to determination of methods of work with the chosen segment have been identified and described. Practical implications: Identification of segments in tourism is mainly made based on their geographical, demographical, socio-economic, psychographic, behavior characteristics or their combinations. On the other hand, the authors stress on the fact that there is no universal segmentation approach and therefore, potential tourists can be classified based on other characteristics. Originality/Value: The conclusion that successful segmenting determines efficient operation of a tourist enterprise has been made.

Ensuring the National Security of Agriculture in the Digital Era through the Formation of Human Capital

Abstract: Purpose: Over the past few years in many literary sources and the media an issue of the digital economy is rapidly gaining popularity due to the qualitative technological changes in society. In current circumstances the qualitative component of labor resources called “human capital” is a priority value. Design/Methodology/Approach: The following research methods have been used in the work: monographic, abstract-logical, sociological, economic-mathematical and calculation-constructive ones. Findings: The solution of the problem of ensuring food security of the population of the region depends on the methods and strategies of applying technologies in domestic and global agriculture, as well as on the correct and effective use of scientific-technical implementations in the industry. Practical implications: Identification of segments in tourism is mainly made based on their geographical, demographical, socio-economic, psychographic, behavior characteristics or their combinations. On the other hand, the authors stress on the fact that there is no universal segmentation approach and therefore, potential tourists can be classified based on other characteristics. Originality/Value: The use of digital technologies in the agricultural industry will increase the efficiency of production activities.

A posteriori segmentation of elderly internet users: applying PLS-POS

Abstract: The purpose of this paper is to propose the study of the adoption and use of e-banking by adults over the age of 50, from the theoretical framework based on the unified theory of acceptance and use of technology.,After proving the validity of the model, the authors analyse the heterogeneity of these persons by using a structural model-based latent class segmentation called partial least squares prediction-oriented segmentation.,The results enable the identifying of four segments with different behaviours with respect to this electronic service. As implications of the results obtained, it is observed how sociodemographic characteristics do not explain their differences. However, the psychographic as well as the cognitive age, self-confidence and audacity are discriminating and explanatory criteria for the behaviour of the four segments.,From the academic point of view, this paper offers important contributions to the prior literature. First, although there is an extensive literature on the use of internet banking, the authors have nevertheless found a clear lack of research studies related to the specific group of older adults. There are not many works that exclusively deal with the elderly’s acceptation and use of technologies, and even less so in the case of internet banking services. Also, if the elderly are focussed, then it is discovered that there is a socially shared stereotype that sees them as inexpert and cut off from technology. This is, however, an unfair view that conceals a broad diversity of behaviours as has been proved for the different segments found.

The role of cognitive style, gullibility, and demographics on the use of social media for financial decision making

Abstract: Consumer use of social media has witnessed significant growth in recent years. Due to its unregulated, user-generated, and poorly censored format, social media use has blurred the line between the fake and the true and can result in mass dissemination of inaccurate and false information, thereby impacting national politics, election outcomes, and social interactions between consumer social clusters. In the unique context of financial decisions, consumer reliance on social media can significantly increase the risk of making poor financial decisions. This study examined the impact of cognitive style, consumer gullibility, and demographics on consumers’ reliance on social media for financial decision making. The results of a US national survey identify consumer characteristics which contribute to increased reliance on social media in financial decision making. The findings point to consumer vulnerabilities associated with psychographic and demographic attributes of consumers. The paper concludes with recommendation-related consumer education and public protection measures.

Exploring ethical consumption in different geographical places

Abstract: The purpose of this paper is to examine the three types of ethical consumption (positive, negative and discursive) simultaneously in three different geographical areas, namely, Hebron (PL), Sofia (BG) and Thessaloniki (GR).,Personal interviews were conducted in the three cities during autumn 2016 with the use of a structured questionnaire. Large enough samples were selected with the one-stage area sampling. The sampling unit was one adult person of all households in each randomly selected city block.,The consumers of all cities were not found frequently engaged in any ethical consumption type. Demographic analysis revealed extensive differences across each one of the behaviours in each one of the cities. Attitudinal and psychographic analyses indicated that consumers, who are less ethically disinterested and more generous, were found to be more frequently engaged in ethical purchase in all the three cities. Evidence was found that less ethically disinterested and more generous consumers are more likely to get engaged in boycotting calls, in Hebron and in Thessaloniki. Less ethically disinterested consumers were also found more active in discursive activities in Sofia and Thessaloniki.,Certain amendments of the behavioural and attitudinal scales could be essential to ensure the same level of measurement accuracy in different geographical areas. Larger and more representative of the overall population samples are needed to facilitate the generalisation of the results. Examination of cultural and political perspectives might add to the understanding of consumers’ ethical consumption in different contexts.,Firms interested in adopting ethical strategies or consumer groups that would like to call a boycotting or a consumer activism campaign should address their communication strategies towards targets that are described by the results in regard to each geographical area.,This study added to the limited so far relevant knowledge about the simultaneous examination of the three types of the overall ethical consumption in three different cities; interesting differences and similarities were revealed.

Modeling the effect of health antecedents and social media engagement on healthy eating and quality of life

Abstract: Healthy eating is an important health-promoting behavior and maintenance of this behavior has repercussions for long-term quality of life (QoL). Given that psychographic factors are importa...

Profiling Green Consumers

Abstract: Many studies have tried using demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors. This study employed two on...

Is it just the music? : towards an understanding of the festival-goer and their experience at UK music festivals

Abstract: Festivals are an adventure of the emotional and physical senses and can create unforgettable, exciting and thrilling memories of unfamiliar and unique experiences. With music festivals in particular, there is an additional emphasis on the chance to experience live music by often idolised musicians within a temporary community of shared musical interests. However, whilst a music festival may attract visitors through advertising an attractive and appealing line-up of popular acts, this far from guarantees a happy customer. There are many other elements that contribute to and impact upon the experience of the festival-goer (Morgan, 2008: 83). If these elements are managed well, this can result in benefits for both the consumer, through positive emotional and cognitive experiences, and for the organisation through repeat custom, recommendations and increased sales. However, if the festival fails and disappoints the consumer, this in turn can generate negative perceptions and an undesired reputation, hence reducing future attendance and sales. Thus, in order for festival organisers to achieve organisational success, they must respond and react to the needs and desires of their festival-goers. Therefore, this thesis aims to provide an exploratory analysis of the festival-goer and their experience at UK music festivals. More specifically, it examines who the festival-goers are and what experiences they seek. In doing so, the study aims to develop an experience value model, depicting the relationship between festival-goer characteristics and the value of experience attributes at UK music festivals. This research adopts a pragmatist philosophy and mixed-methods approach which is carried out across three phases: (i) interviews with festival-organisers; (ii) an online quantitative survey of festival-goers; and (iii), on-site interviews with festival-goers. The research results are analysed using appropriate methods including thematic coding, exploratory factor analysis (EFA) and linear regression. The results identify common socio-demographic and psychographic characteristics amongst festival-goers to UK music festivals, whilst also indicating a distinction between those at rock or niche, and pop or mainstream festivals. The value of experience attributes is identified in seven areas: music, other entertainment, services, engagement, added value, ethics and image, all of which may influence the overall experience. The festival atmosphere is the most important experiential attribute; however, this research also demonstrates the significance of engagement and co-creation throughout the festival-goers’ journey. Most importantly, the results show that festival-goers’ socio-demographic and psychographic characteristics determine the value of experience attributes. Therefore, this research provides an original contribution to both theory and practice through the development of an experience value model, and by providing critical

Intention to travel internationally and domestically in unstable world

Abstract: The purpose of this paper is to examine whether events such as acts of terrorism, political and social turmoil, military conflicts, epidemics, and similar influence preferences of Russian tourists for international and domestic travel (DT) and the role of psychographic and demographic factors in this process.,The study is a survey of 139 international tourists from a large Russian city. Variables representing the influence of instability in the world on selecting international vacations (unstable world, UW) and the willingness to turn to DT instead (domestic tourism, DT) were operationalized. The study operationalized the constructs of national attachment and consumer ethnocentrism and then converted them into manifest variables, NAT and CET. Hierarchical linear regression and logistic regression were conducted to investigate the relationship between UW and DT variables and personal factors. Supporting ANOVA and χ2 tests were conducted to further explore those relationships.,The study found that being a female, older and more attached to the homeland make Russian tourists more receptive to threats and risks of international travel; however, being wealthier, makes them less susceptible to those threats. Those with higher ethnocentric tendencies are more likely to turn to DT instead, while those with higher income are less likely.,The study does not pertain to a particular “destination-negative event” context. Nor the study is interested in a particular travel risk or whether or not Russian tourists perceive international travel as risky. The study focuses on to what degree those perceptions influence their decisions to travel internationally or domestically. Psychographic consumer ethnocentrism and national attachment variables that are rarely used in tourism studies were employed to better understand the destination selection process of Russian tourists in the UW.

Student Performance Assessment and Prediction System using Machine Learning

Abstract: Student Performance Analysis System is an emerging field and is very crucial to schools and universities in helping their students and professors. Most of the pre-existing methods are based only on past academic performance of students. This paper aims to develop models which can predict the student's performance and grades while keeping in mind other equally essential personality factors like interests, attributes and opinions (IAO variables) which affect their lifestyle. It uses various machine learning and deep learning techniques to predict the performance of students, and basic exploratory data analysis to derive various correlations of student's performance with psychographic attributes.

A New System-Wide Diversity Measure for Recommendations with Efficient Algorithms

Abstract: Recommender systems often operate on item catalogs clustered by genres and user bases that have natural clusterings into user types by demographic or psychographic attributes. Prior work on system-...

Consumer behaviour in the tourism market typology

Abstract: The content of the contribution was an analysis of consumer behaviour in the area of tourism in the region of Slovakia. Contribution achieved the aim according theoretical and practical knowledge of the subject area to analyse the main factors influencing the consumer in tourism and specify a typology of customer in response to various segmentation variables. Research made in the region of Slovakia was connected with specification of consumers? typology by using of cluster analysis at the market of tourism according psychographic, demographical variables and single consumer?s behaviour in the individual segments. The research results were the basis for the formulation of conclusions and proposals for further research in the area of tourism market.

Organization of structured interaction on the base of psychographic characteristics within the model of personality traits DISC

Abstract: The paper discusses impact factors assuring the change in the efficiency of structured interaction at enterprises and in organizations. Methodological tools included a pilot study based on the model of different personality traits (DISC). Participants of the study were 47 representatives of small work teams in companies of Siberian region. The paper interprets a correlation between the efficiency of structured interaction in work teams and social personality traits. The use of training forms aimed at adjusting a social model of work teams is said to be restricted. An interrelation between team building based on psychographic traits and application of latest organization principles of structured interaction was ascertained according to analysis data.

Profiling green consumers through culture, beliefs and demographics: an Indian study

Abstract: Consumers today not only view companies as profit centres, but also as institutions that should be sensitive to social problems such as environmental degradation. As a result, organisations have started considering the environmental needs of consumers by focusing on 'sustainability as a business goal'. Green products may help companies to improve their bottom line and brand image. This paper forms green consumer segments on the basis of cultural values, psychographics, and demographics. Demographics include income, gender and education. Cultural values include collectivism and long-term orientation (LTO) from Hofstede and man-nature orientation (MNO) from a value orientation model by Kluckhohn and Strodtbeck (1961). Psychographics are derived from theory of planned behaviour (TPB). The results indicate that there are four distinct segments. Two of these segments 'female green activists' and 'green outlook male activists' are identified as the groups that are more willing to buy green products. Finally, implications from the results are derived for practitioners and policy-makers to develop targeting strategies for these segments.

Is buying behavior influenced by segmentation

Abstract: Buying behavior in choosing health care is a long process. Segmentation is one of the things that underlies the decision of the patient. This study aims to determine the buying behavior of patients who do the first child labor and its relationship with buying behavior in RSIA Puri Bunda (PB) Malang. This research uses the cross-sectional method. The sampling technique used the total sampling method, ie all inpatients who gave birth to the first child at the time of this study were executed. The number of samples was 55 respondents in April-May 2017. Data were analyzed using multinomial logistic regression. The results showed that customer segmentation of RSIA PB was from Blimbing sub-district, 21-25 years old, last high school education, income

Predicting actions based on psychographic optimization of biometric data

Abstract: Systems, methods, and computer readable mediums are provided for predicting a sequence of actions based on psychographic measures determined from biometric information. Data received from a computing device can include biometric information characterizing a pattern of user interaction during completion of an objective requiring a first set of actions be performed in a first sequence. A psychographic measure characterizing a user's state while performing the objective can be determined. Using the determined psychographic measure and a predictive model, a second sequence associated with the objective can be determined and can include a second set of actions different than the first set of actions. The predictive model can be trained to output the second sequence to affect the psychographic measure of the user completing the objective according to the second set of actions. The second sequence can be transmitted to the computing device for execution.

E-Commerce Market Segmentation Based On The Antecedents Of Customer Satisfaction and Customer Retention

Abstract: The "grow and thrive" of e-commerce players in Indonesia and very diverse nowadays customers are causing the intense competition among the players and therefore effects on low customer retention rate. The purposes of this research are to determine the influence of psychographic factors towards customer satisfaction and customer retention in ecommerce, and secondly to identify e-commerce customer segmentation based on the psychographic and demographic factors. This is an associative-descriptive research where the data is collected through questionnaire distributed to 411 respondents with analysis methods used are Path Analysis, Cluster Analysis, and Cross-tabulation. The research result shows that all the independent factors influence customer retention through customer satisfaction, and based on those factors, there are 3 customer segments of e-commerce, i.e. The Functional Shopper, The Credibility-Matters Shopper, and The Money-Dietary Shopper.

VINERS Method for the Multiple Criteria Analysis and Neuromarketing of Best Places to Live

Abstract: The best and worst places to live have been analysed in the world for many years and multiple criteria analysis has been used for that purpose. The quality of housing and its environment, pollution, green places, public spaces, physical movement and health, crime rates and individual safety, the wellbeing of youngsters, unemployment, job value, economic scarcity, governance, circadian rhythm, weekly rhythm and other factors are the focus of such analyses that aim to determine levels of positive emotions and happiness in built environment. Questionnaires are the most common tool for such analyses, where inhabitants are asked to rank their happiness experience as a whole in built environment. Many studies demonstrate that happy people are effective in multiple areas of their life including job efficiency, salary, health, human relations, etc. The innovative aspect of this research stems from the fact that biometric technologies (affective attitudes, emotional and physiological states) and the VINERS method developed by the authors are used to determine the best places to live and to serve neuro ads of homes for sale. To do this, rational segments of homebuyers are determined according to their demographic profiles (age, gender, education, marital status, families with children, main source of income), consumer psychographics and behaviour (happy, sad and angry along with valence and heart rate) and then select a rational video ad for such rational segment. The aim of our research is to develop the VINERS Method for the Multiple Criteria Analysis and Neuromarketing of Best Places to Live (VINERS method) by combining the Somatic Marker Hypothesis, biometrics, neuromarketing and COPRAS method. This article presents a case study to demonstrate the VINERS method put to practice.

Consumer lifestyle: a case on users of national and international brand lipstick

Abstract: This research is aimed at understanding the lifestyle of users of national brand lipstick (Wardah) and international brand one (Revlon)using AIO variables that comprise of activity, interest, and opinion. Data was gathered from respectively 30 lipstick users of Wardah and 30 of Revlon who reside in Semarang using questionnaire. Description analysis was to describe the lifestyle of both samples and then was analyzed using an independent t test for two unrelated samples to know if they differ in their lifestyle. The results show that there are differences of lifestyle between two groups of the sample in which the Wardah users are more likely dominant in the variable of interest while the Revlon users are more likely dominant in the variable of activity and opinion. Segmentation and targeting strategy according to consumers’ lifestyle are thus important for succeeding the company.

Connotative Meanings of Sustainable Mobility: A Segmentation Approach Using Cultural Sentiments

Abstract: Changing people’s travel behaviours and mode choices is an important mitigation option to reduce greenhouse gas emission in transport. Previous studies have shown that symbolic meanings asso-ciated with new low-emission vehicles and travel services influence people’s willingness to adopt these innovations. However, little is known about connotative meanings of many upcoming transport innovations, which often influence habitual decision-making, and their stratification with-in the population. This study thus examines cultural affective meanings of a broad range of con-ventional and novel transport mode options in a nationally representative German sample. Cluster analysis of affective meanings of travel modes identified six unique traveller segments. These con-sumer groups differ significantly in their intention to adopt low-emission travel modes and are characterized by specific psychographic, socio-demographic and behavioural profiles. The results demonstrate that affective meanings of choice options are predictive regarding the attitudes and (intended) behaviour of traveller segments. Moreover, the invariant positive connotation of con-ventional cars across segments indicate the strong cultural embeddedness of this mode in society. We discuss implications of our approach for the development of government strategies for sustain-able transport.

Comportamento do Consumidor Verde: evidências na fronteira Brasil – Uruguai

Abstract: Objective : The objective of this article was to analyze the ecologically conscious consumer buying behavior in the Brazil-Uruguay border region, paying particular attention to the influence of sociodemographic and psychographic characteristics on consumer behavior. Method : The research was a descriptive, quantitative approach, using a survey in a sample of 134 consumers in the municipalities of Santana do Livramento (Brazil) and Rivera (Uruguay). The data analysis techniques used were descriptive statistics, hypothesis test and linear regression. Originality/Relevance : Environmental concerns and the impact of disordered consumption in today’s society are prominent themes in the consumer behavior literature. In this context emerges a trend of more conscious behavior, encouraging companies to seek sustainability practices. One challenge in this new consumer dynamic is to find out what factors lead consumers to opt for a specific product. Results : The results showed that the respondents present an ecologically conscious medium-high behavior. To explain the behavior of the green consumer, the parameters of the regression models indicated a greater relevance of the psychographic characteristics in relation to the sociodemographic ones, with the variable of perceived efficacy playing an important role. Results suggest that the higher the consumer's ecological awareness, the greater their intentions to purchase sustainable products. Theoretical/Methodological Contributions : The results of the study can inform marketing professionals in the planning of campaigns in order to reach the green consumer more effectively, in addition to expanding research efforts in the area of Environmental Marketing.

Profiling Green Consumers with Data Mining

Abstract: Concern about the environment has led to a new segment of consumers called green consumers. Because not all the consumers are equally green, using target marketing for persuading them to buy green product is essential. The first step in target marketing strategy is to segment the market and then develop profiles of the resulting market segments. This study aims to identify distinct green market segments based on demographic, psychographic, and behavioral variables and also investigate the relationship between each variable and green consumer behavior. This study uses self-organizing maps (SOM) to segment and then develop profiles of Iranian green consumers. Based on the results, four market segments have been identified and were named intense greens, potential greens, egoist browns, and intense browns based on profiles of consumers in each segment. The results of this study also indicate that the level of education and income together with egoistic value and environmental unfriendly habits correlate negatively with the greenness (intent and intense of green behaviors) of Iranian consumers and the age of consumers together with environmental attitude and knowledge, biospheric and altruistic values, and religiosity correlate positively.