The Environmentally Concerned Consumer: An Exploratory Study

Abstract

While considerable attention is being paid to the environmental concerns of people by consumer marketers, to date little research attention has focused on the identification of market segments for consumer products based upon consumers’ environmental concerns. This article describes possible segments of environmentally concerned consumers and their motivations. Implications for marketing strategies are also presented.

Additional information

Notes on contributors

Joseph D. Brown

Joseph D. Brown (Ph.D., The Ohio State University) is professor of marketing Ball State University. Professor Brown teaches Marketing Research and Consumer Behavior at Ball State University and conducts research in the areas of corporate image assessment and customer satisfaction. His research has been published in a variety of publications including Journal of Promotion Management,journal of Professional Services Marketing, Journal of Applied Marketing Research, Journal of College Admissions, Health Care Quarterly, and Advertising Age.

Russell G. Wahlers

Russell G. Wahlers (D.B.A., Kent State University) is assistant professor of marketing Ball State University. Professor Wahlers’ teaching interests at Ball State University include Consumer Behavior and Marketing Simulation. His research has focused on consumer decision making models and measurement methodology in the consumer behavior area. His research has been published by the Association for Consumer Research, American Marketing Association, Journal of Marketing Theory and Practice, Journal of Professional Services Marketing, International Journal of Retail and Distribution Management, Review of Business, Marketing Intelligence and Planning, Journal of Leisure Research, and the Journal of Travel Research.