Which factors distinguish the different consumer segments of green fast‐moving consumer goods in Germany?

Andreas Niedermeier, Agnes Emberger‐Klein and Klaus Menrad

Business Strategy and the Environment, 2021, vol. 30, issue 4, 1823-1838

Abstract: Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast‐moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all‐purpose adhesives in Germany. On the basis of an online survey with 709 respondents, we performed a choice experiment and segmented consumers based on their preferences for this product. We identified six consumer segments of which in particular Green Consumer Value, Perceived Consumer Effectiveness and Trust separate eco‐friendly consumers from the other groups. Our results give a deeper insight into the different consumer segments for green fast‐moving consumer goods and facilitate the development of business and marketing strategies in a more targeted way.

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
https://doi.org/10.1002/bse.2718

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:30:y:2021:i:4:p:1823-1838

Ordering information: This journal article can be ordered from
http://onlinelibrary ... 1002/(ISSN)1099-0836

Access Statistics for this article

Business Strategy and the Environment is currently edited by Richard Welford

More articles in Business Strategy and the Environment from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().