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Can socio-demographics still play a role in profiling green consumers?
Transcript of Can socio-demographics still play a role in profiling green consumers?
companies & market resarch
after, then they know it PRODUCE
consumption market research try to profile green consumer: Geographic measures
market research try to profile green consumer:
it's not easy
because: earlier studies failed to investigate the socio-demographic variables on all components of environmental consciousness:
These past research haven't been subjected to reliability and validity tests
These preious studies have been based upon data collected in 70s and 80s.
Socio-demographic characteristics are US-BASED
KNOWLEDGE about green issues
ATTITUDES towards environmental quality
BEHAVIOR sensitive how he/she looks like nowdays??? our green consumer -knowledge -behavior -attitudes Literature and hypotheses: psycholgy
marketing 80%US socio-demographic & environmental consciousness 1. Gender -equality -care environmental attitude
‹ think of their acts
more green activity
GENDER 2. MARITAL STATUS
Males are more knowledgeabel about environmental issues.
Females are more concerned about environmental quality.
Females are more likely to participate in green activities ‹ Married people are more concerned about environmental quality.
Married people are more likely to participate in green activities. 3. AGE Age isn't related to environmental knowledge.
Younger people are more concerned about environmental quality.
The young and old differ in terms of their participation in green activities = 4. NUMBER OF CHILDREN ‹ Those family which have more children
greater the environmental knowledge
stronger the concern about environmental quality
higher the level of participation in green activities. 5. EDUCATION ‹ The better-educated are:
more knowledgeable about environmental issues
more concerned about environmental quality
more likely to participate in green activities 42% 62% 6. The higher social class causes:
greater environmental knowledge
stronger concern about environmental quality
greater the participation in green activities SOCIAL CLASS