Psychographic

About: Psychographic is a research topic. Over the lifetime, 1307 publications have been published within this topic receiving 39696 citations.

Green Segmentation and Environmental Certification: Insights from Forest Products

Abstract: Firms engage in environmental marketing in order to appeal to environmentally conscious consumers. Within the context of the forest product industry, this research uses data from two studies to empirically test whether a relationship exists between demographic/psychographic characteristics and reported environmentally conscious intentions. In both studies, the results indicate that the environmental marketing of certified/ecolabeled forest products appeals to a segment of environmentally conscious consumers. This appeal occurs for both a value-added product (furniture) and a non-value-added product (plywood). Thus, there is support for the argument that environmental marketing to environmentally conscious consumers can result in ‘green segmentation’. Key findings from this study suggest that those consumers reporting the strongest preferences for environmentally certified forest products were more willing to pay a premium for certified products, more likely to display environmentally conscious behavior and more likely to perceive that green consumer purchases effectively benefit the environment. These characteristics were most common among females and those familiar with the concept of environmental certification. Copyright © 2009 John Wiley & Sons, Ltd and EPR Environment.

Me first, then the environment: young Millennials as green consumers

Abstract: This research aims to shed greater light on millennials’ green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials’ motives to engage in environmental activities.,Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique.,Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally.,The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases among millennials. Additionally, marketers of green products may pursue self-directed targeting strategies in promoting green products among millennials.,Millennials grasp the environmental consequences of their actions and have the education, motivation and social awareness to participate in the green movement. However, they have not truly begun to fully integrate their beliefs and actions. The present study is an initial attempt to address this issue by investigating various psychological factors that are relevant to the millennials’ core behavioral motives.

The concept of lifestyle: a review

Abstract: The paper is a review of literature and an analysis of the concept of lifestyle and its relationship to leisure In the first part of the paper the review is divided into nine sections covering Weberian, sub-cultural, psychological, market research and psychographics, leisure/tourism styles, spatial, socialist lifestyles, consumer culture, gender, and miscellaneous approaches In the second part of the paper a number of themes are identified and their roles in defining lifestyle are discussed; these are: activities/behaviour; values and attitudes; individuals versus groups; group interaction, coherence, recognisability and choice In conclusion, a definition of lifestyle is offered and a brief indication of a research agenda is presented

Cognitive styles of consumer initiators

Abstract: Accounts of consumer innovativeness show two trends: theoretical sophistication in which innovative behaviour is attributed to abstract personality constructs such as innate and inherent innovativeness, and a resounding lack of empirical evidence that innovative behaviour is more than weakly related to traits of personality. The difficulty is compounded by terminological confusion. This article proposes that Kirton's theory of adaptive-innovative cognitive style suggests solutions to both the terminology issue and the problem of equivocal empirical findings. It describes five studies of innovative consumer behaviour, three relating to the purchase of new food brands and products, and two to the use of computer software. The findings indicate a more complex psychographic composition of consumer innovator segments than is generally appreciated in the marketing and new product development literatures.

How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Abstract: Objective: To describe Philip Morris’ global market research and international promotional strategies targeting young adults. Methods: : Analysis of previously secret tobacco industry documents. Results: Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence, hedonism, freedom, and comfort. In the early 1990s Philip Morris adopted standardised global marketing efforts, creating a central advertising production bank and guidelines for brand images and promotions, but allowing regional managers to create regionally appropriate individual advertisements. Conclusions: Values and lifestyles play a central role in the global marketing of tobacco to young adults. Worldwide counter marketing initiatives, coupled with strong, coherent global marketing policies such as the Framework Convention on Tobacco Control, are needed to break associations between young adult values and tobacco brands. As globalisation promotes the homogenisation of values and lifestyles, tobacco control messages that resonate with young adults in one part of the world may appeal to young adults in other countries. Successful tobacco control messages that appeal to young people, such as industry denormalisation, may be expanded globally with appropriate tailoring to appeal to regional values.