 Green Segmentation, Targeting, and Strategic PositioningChapter Chapter 8 in Green Marketing and Entrepreneurship, 2024, pp 137-153 from Springer Abstract: Abstract Market segmentation is a pivotal strategy in fostering the green transition within businesses. This approach allows companies to strategically target specific consumer segments, tailor messaging, optimize resource allocation, and identify latent market prospects. By leveraging market segmentation, companies can direct their efforts toward consumer groups most inclined to embrace sustainability, thereby enhancing the acceptance and integration of eco-friendly products and services. Despite the significant potential for improved performance and competitive advantage through segmentation, the present study reveals a limited implementation of sustainability initiatives among businesses. Therefore, it is imperative for companies to personalize communication strategies, aligning them with distinct consumer motivations and concerns. Continuous adaptation of communication tactics to evolving consumer preferencesPreferences is crucial in navigating potential counteractive responses and fostering a sustainable market environment. Vigilant monitoring of consumer behavior within green segments is necessary to ensure the efficacy of communication strategies and encourage a positive shift toward environmentally responsible practices. Date: 2024 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50333-7_8 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-50333-7_8 Access Statistics for this chapter More chapters in Springer Books from Springer |
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