Segmentation, environmental identity and stages of change: An application to a wildlife trust

Victoria K. Wells, Sarah Forbes, Madeline Powell and Daragh O'Reilly

Business Strategy and the Environment, 2022, vol. 31, issue 3, 934-949

Abstract: Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer‐focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non‐members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups.

Date: 2022
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https://doi.org/10.1002/bse.2927

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