The green consumer: latent class segmentation study

Authors

DOI:

https://doi.org/10.35290/re.v4n3.2023.822

Keywords:

green consumption, segmentation, latent classes, SPSS, green scale

Abstract

The objective of this article is to identify the different characteristics of the green consumer, through latent class segmentation. For this purpose, an empirical study was conducted with a convenience sample of 523 Ecuadorian millennial and centennial consumers; the segmentation was performed using Latent Gold v6 software, which allowed comparing and grouping the common characteristics of green consumer behavior. By identifying four different clusters, this study supports the fact that not all green consumers have the same profile and behavioral patterns with respect to green products, making the results interesting for green marketing managers to develop products and design strategies according to the needs and behavior of each segment.

Author Biographies

Fernanda Elizabeth Alonso Torres, Universidad Técnica de Machala, Ecuador

Ecuadorian nationality, native of the city of Machala and student of the last semester of the Marketing career at the Technical University of Machala, with leadership skills, creativity and understanding in advertising design, market research and marketing management.

Cristina Belén Neira Quezada, Universidad Técnica de Machala, Ecuador

Ecuadorian, born in the city of Machala, studying the last semester of the Marketing career at the Technical University of Machala, with knowledge in advertising design and creation, learning vision and management in the Marketing field.

María Fernanda Villavicencio Rodas, Universidad Católica de Cuenca, Ecuador

Director of the Marketing Career at the Catholic University of Cuenca, 10 years of experience in Marketing Teaching, author of several scientific articles and PhD candidate in Marketing at the University of Valencia, Spain.

Irene María Feijoó Jaramillo, Universidad Técnica de Machala, Ecuador

Professor at the Technical University of Machala, Marketing career. Master in Management of Educational and Social Projects. Leadership Specialist. Author of scientific articles, books and chapters of the Marketing Specialization and others

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Published

2023-10-10

How to Cite

Alonso Torres, F. E., Neira Quezada, C. B., Villavicencio Rodas, M. F., & Feijoó Jaramillo, I. M. (2023). The green consumer: latent class segmentation study. ERUDITUS JOURNAL, 4(3), 9–24. https://doi.org/10.35290/re.v4n3.2023.822

Issue

Vol. 4 No. 3 (2023)

Section

Articles

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Copyright (c) 2023 Fernanda Alonso Torres, Cristina Neira Quezada, María Fernanda Villavicencio Rodas, Irene Feijoó Jaramillo

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