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Elucidating green consumers : A cluster analytic approach on proenvironmental purchase and curtailment behaviors

Jansson, Johan LU ; Marell, Agneta and Nordlund, Annika (2009) In Journal of Euromarketing 18(4). p.245-267
Abstract
This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners' values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.
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author
publishing date
type
Contribution to journal
publication status
published
subject
keywords
green consumer behavior, curtailment, early adoption, alternative fuel vehicles (AFVs), ecovators, eco-innovation, Sweden
in
Journal of Euromarketing
volume
18
issue
4
pages
23 pages
external identifiers
  • scopus:77951654380
DOI
10.1080/10496480903364242
language
English
LU publication?
no
id
2f6780a2-407a-4e8a-b211-95a82ca1a654
alternative location
https://www.scopus.com/inward/record.uri?eid=2-s2.0-77951654380&doi=10.1080%2f10496480903364242&partnerID=40&md5=a6a33732aa659940a8e84c9f339f0708
date added to LUP
2017-01-12 15:19:00
date last changed
2017-11-19 04:36:40
@article{2f6780a2-407a-4e8a-b211-95a82ca1a654,
  abstract     = {This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners' values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.},
  author       = {Jansson, Johan and Marell, Agneta and Nordlund, Annika},
  keyword      = {green consumer behavior,curtailment,early adoption,alternative fuel vehicles (AFVs),ecovators,eco-innovation,Sweden},
  language     = {eng},
  number       = {4},
  pages        = {245--267},
  series       = {Journal of Euromarketing},
  title        = {Elucidating green consumers : A cluster analytic approach on proenvironmental purchase and curtailment behaviors},
  url          = {http://dx.doi.org/10.1080/10496480903364242},
  volume       = {18},
  year         = {2009},
}