Elucidating green consumers : a cluster analytic approach on proenvironmental purchase and curtailment behaviors

• This study used a cluster analytic approach with the purpose of arriving at a nuanced picture of consumers, in relation to green purchase and curtailment behaviors. Based on Swedish car owners’ values, beliefs, norms, habits, and personal capabilities, three clusters emerged that were validated using discriminant analysis: non-greens, curtailers, and ecovators. The profiling constructs showed that ecovators (ecological innovators) had the highest levels of green beliefs and were found to be innovators with respect to a high involvement eco-innovation (the alternative fuel vehicle). Marketing and policy implications together with suggestions for further research on proenvironmental consumer behavior are provided.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

Green consumer behavior

curtailment

early adoption

alternative fuel vehicles (AFVs)

Eco-vators

eco-innovation

Sweden

Business studies

Företagsekonomi

företagsekonomi

Business Studies

Publication and Content Type

ref (subject category)

art (subject category)