Profiling the Environmental Sustainability-Conscious (ESC) Consumer: Proposing the S-P-P Model

Abstract

This paper sought to explore the nature of the various measures used for profiling the environmental sustainability conscious (ESC) consumer segment; and to posit a measure that will be most appropriate for profiling this segment. Design/methodology/approach: Using the 5S model for assessing market segmentation approaches, the study critiqued the common measures, which are singly adopted for profiling the ESC segment. Findings: Contradictory views exist among scholars as to which approach is best for profiling the ESC consumer; the results on the common correlates used by scholars under each approach are also contradictory. Few consistent results exist for each correlate under each approach. Accordingly, to mitigate this shortcoming, this paper posits the S-P-P Model, which is an integrated for profiling the ESC consumer segment. Research limitations/implication: This review is not exhaustive in that it did not review methodological issues that underpin profiling approaches. Originality/value: The S-P-P model, which this paper posits, offers a comprehensive and robust approach for an individual intending to profile the ESC segment.