The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach

Eva M. Murgado-Armenteros, María Gutierrez-Salcedo and Francisco José Torres-Ruiz
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Eva M. Murgado-Armenteros: Department of Management, Marketing and Sociology, University of Jaen, 23071 Jaen, Spain
María Gutierrez-Salcedo: Department of Management, Marketing and Sociology, University of Jaen, 23071 Jaen, Spain
Francisco José Torres-Ruiz: Department of Management, Marketing and Sociology, University of Jaen, 23071 Jaen, Spain

Sustainability, 2020, vol. 12, issue 8, 1-14

Abstract: One of the variables assessed in the research related to the consumption of green products is environmental concern. This work explores a new dimension to environmental concern: biodiversity. The reasons why research has focused on the mentioned dimension are, on one hand, the consideration of biodiversity as the main environmental indicator of the sustainability and, on the other, the paucity of marketing studies analyzing this variable and its relationship with the purchase behavior of sustainable products. The present paper proposes a classification of sustainable consumers according to their level of biodiversity concern. It is based on a quantitative study on the consumption behavior of olive oils carried out in four European countries, using the clustering multivariate technique. The results point out that there are differences between the segments depending on their level of commitment to biodiversity. The country’s influence on the way that its people experience biodiversity was also tackled. As a main conclusion, we identify four clusters or segments (not concerned, passive, active and influencers), setting up a multilevel structure of ascending intensity with regard to their level of biodiversity concern, with differences in the composition according to age and sex between countries.

Keywords: biodiversity; environmental concern; sustainable consumer; cross-cultural; olive oils (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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