Market Segmentation of Consumers Based on Their Actual Sustainability and Health-Related Purchases

Journal of Cleaner Production 192, 270-280, 2018, DOI: 10.1016/j.jclepro.2018.04

20 Pages Posted: 22 Aug 2019

See all articles by Silvia Sarti

Silvia Sarti

Istituto di Management

Nicole Darnall

Arizona State University - College of Global Futures; School of Sustainability; Sustainable Purchasing Research Initiative

Francesco Testa

Scuola Superiore Sant'Anna di Pisa - Institute of Management

Date Written: April 13, 2018

Abstract

Previous research on sustainability and health-related product labels has sought to develop segmentation frameworks based on consumers' self-reports. However, consumers are likely to overstate the effect that these labels have on their purchasing behavior. Moreover, existing consumer segmentation frameworks do not distinguish among product labels based on whether they offer public benefits (e.g., environmental benefits, animal welfare, social equity) vs. private benefits (e.g., cost savings, health benefits) vs. both. This article addresses these gap by 1) developing a consumer segmentation based on consumers' actual purchases of sustainability and health-related products and 2) differentiating product labels based on the benefits they offer e public, private or both. Using cluster analysis, it assesses the actual daily consumption of 132 Italian consumers over 30 months and more than 370,000 transactions. The results indicate three segments of consumers: collectivists, individualists and indifferents. Moreover, the findings show that consumer segments are affected differently depending on whether a product label promises either public benefits, private benefits or both.

Keywords: ecolabels, market segmentation, marketing, consumers, green purchasing, environmental purchasing, eco label, health label

JEL Classification: I11, I18, I12, M14, M31, M38, Q01, Q50, Q58, Q59

Suggested Citation

Sarti, Silvia and Darnall, Nicole and Testa, Francesco, Market Segmentation of Consumers Based on Their Actual Sustainability and Health-Related Purchases (April 13, 2018). Journal of Cleaner Production 192, 270-280, 2018, DOI: 10.1016/j.jclepro.2018.04, Available at SSRN: https://ssrn.com/abstract=3436513

Silvia Sarti (Contact Author)

Istituto di Management ( email )

Pisa
Italy

Nicole Darnall

Arizona State University - College of Global Futures; School of Sustainability ( email )

800 S Cady Mall, PO Box 87402
Tempe, AZ 85287-5402
United States
602.496.0445 (Phone)

HOME PAGE: http://isearch.asu.edu/profile/1811617

Sustainable Purchasing Research Initiative ( email )

Arizona State University
https://sustainability.asu.edu/spri/
United States

Francesco Testa

Scuola Superiore Sant'Anna di Pisa - Institute of Management ( email )

Piazza Martiri della Libertà, 24
Pisa, Pisa 56124
Italy

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