Targeting consumers who are willing to pay more for environmentally friendly products

• Published in: The Journal of consumer marketing Vol. 18; no. 6; pp. 503 - 520
• Main Authors: Laroche, Michel, Bergeron, Jasmin, Barbaro-Forleo, Guido
• Format: Journal Article
• Language: English
• Published: Santa Barbara MCB UP Ltd 01.11.2001; Emerald Group Publishing Limited
• Subjects: Attitudes; Canada; Collectivism; Comparative analysis; Consumer behavior; Consumer behaviour; Consumers; Demographics; Education; Environment; Environmental protection; Females; Green marketing; Green products; Individualism; Influence; Knowledge; Market segments; Marketing; Segmentation; Studies; Willingness to pay; Canada; Green marketing; Environment; Segmentation; Consumer behaviour
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/EUM0000000006155

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. Finds that this segment of consumers were more likely to be females, married and with at least one child living at home. They reported that today's ecological problems are severe, that corporations do not act responsibly toward the environment and that behaving in an ecologically favorable fashion is important and not inconvenient. They place a high importance on security and warm relationships with others, and they often consider ecological issues when making a purchase. Managerial implications for green marketers and suggestions for future research are discussed.