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Published in:

Volume 5 Issue 12
December-2018
eISSN: 2349-5162

Unique Identifier

JETIRP006025

Page Number

89-93

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Title

Segmentation Of Socially Conscious Consumers Practicing Sustainable Consumption: An Empirical Study

ISSN

2349-5162

Cite This Article

"Segmentation Of Socially Conscious Consumers Practicing Sustainable Consumption: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.89-93, December-2018, Available :http://www.jetir.org/papers/JETIRP006025.pdf

Abstract

Objectives: To identify the attitude and behavior of consumers followed by classification with reference to responsible consumption and green values. Proposed Methodology: Convenience sample of 250 Indian consumers segmented through Factor and cluster analysis, validated by discriminant analysis Key results: Indian consumers seem to be informed of environmental issues. The results show that most consumers agree to sustainable consumption but few are willing to practice green consumption ways. Implications: This paper unearths the similarities of consumer attitudes regarding environmental concerns and records the behavioral variations identifying two consumer segments. These hold significant implications for marketers involved in the marketing of ecological products. This calls for further research and devising of marketing programmes to address the sentiments of environmentally responsible consumers.

Key Words

socially responsible consumption, sustainability, factor analysis, discriminant analysis

Cite This Article

"Segmentation Of Socially Conscious Consumers Practicing Sustainable Consumption: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp89-93, December-2018, Available at : http://www.jetir.org/papers/JETIRP006025.pdf

Publication Details

Published Paper ID: JETIRP006025
Registration ID: 191863
Published In: Volume 5 | Issue 12 | Year December-2018
DOI (Digital Object Identifier):
Page No: 89-93
ISSN Number: 2349-5162

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Cite This Article

"Segmentation Of Socially Conscious Consumers Practicing Sustainable Consumption: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp89-93, December-2018, Available at : http://www.jetir.org/papers/JETIRP006025.pdf




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