Clustering Consumers According to Their Environmental Concerns and Scepticisms

Abstract

In this study, authors aimed to measure the environmentally sensitive behaviour of consumers and to cluster them according to their environmental concerns and scepticisms. These two psychographic variables were selected by their diverse nature and importance for understanding the basic determinants of a continuously developing market segment. Since the studies about the role of scepticism on environmentally sensitive consumer behaviour are quite limited in marketing literature, this study is expected to contribute towards the efforts of filling the existing gap.