The ecological consumer’s profile in Spain

Abstract

The aim of this study is to classify and, subsequently, characterize the ecological consumer in Spain. For his/her description, we use his/her ecological behavior besides a set of psychographic variables (knowledge about the environment, environmental concern, behavioral intention and values) and socio-demographic variables (gender, age, level of education and political ideology). First, all measuring instruments have been validated at a confirmatory level. Next, through a cluster analysis, conducted on a sample of 497 individuals ed by a non-probabilistic quota sampling, 3 groups of consumers have been obtained: the ecological, the involved-ecological, and the non-ecological. The identification and knowledge about these groups will be useful for the definition and development of the green marketing strategy in the company.