Green Consumer Profile Analysis: Insights from Digital Market Clustering

Guruh T. Hariyadi, Purwanto Purwanto and Rizal Isnanto

Economic Studies journal, 2025, issue 5, 27-47

Abstract: Green consumers prioritize environmental issues and show social responsibility in their purchases. In recent decades, green consumerism has grown in industrial and emerging markets. The study aims to explore green consumer segmentation in the digital market. Using statistical methods, it examines eco-friendly consumers' traits and activities from a 435-person questionnaire. The analysis uses Confirmatory Factor, Cluster, and Discriminant Analyses to examine sustainable product preferences. The findings identify four consumer segments: Eco-enthusiast, Eco-conscious, Eco-considerate, and Eco-apathetic Businesses can target these segments by understanding demographics, income, and purchasing habits. By tailoring strategies, businesses can encourage sustainable consumption, benefiting consumers and the environment.

JEL-codes: E21 M31 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2025:i:5:p:27-47

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