Profiles of supermarket consumers with respect to attributes of responsible marketing

Abstract

What factors influence supermarket consumers regarding responsible marketing attributes of a product? The aim of this work was to establish a consumer profile regarding the variables: responsible consumption offer, pricing strategies, attitudes towards advertising and environmental beliefs. A quantitative, exploratory-descriptive approach was used. We analyzed a non-probabilistic convenience sample of 400 consumers. Four groups of consumers with different sociodemographic profiles and consumption habits were established. Profile-based segmentation allows designing and implementing strategies in responsible market, taking into account specific contexts.