Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer

Authors

  • Daniel Bucio Gutiérrez Facultad de Arquitectura, Diseño y Urbanismo, Universidad Autónoma de Tamaulipas
  • José Ignacio Azuela Flores Facultad de Comercio y Administración de Tampico, Universidad Autónoma de Tamaulipas.
  • Karla Paola Jiménez Almaguer Facultad de Comercio y Administración de Tampico, Universidad Autónoma de Tamaulipas.

DOI:

https://doi.org/10.29059/rpcc.20231201-161

Keywords:

Green Consumers, Green Marketing, Market Segmentation, Cluster Analysis, K-means

Abstract

The purpose of this paper is to identify the profile of green consumers in Mexico based on the Intention of Green Purchase and the Attitude Towards Green Consumption. In order to achieve this, in addition to the Exploratory and Confirmatory Factor Analysis necessary to construct the latent variables, the Hierarchical and Non-Hierarchic Cluster analyzes (k-means) required to define the segments were estimated. The data was obtained from the Green Consumption Survey applied to final consumers. The results show two typologies of the green consumer: the skeptics, who are characterized by their lack of information and selfish attitude towards the environment, and the altruists who stand out for their extensive information and concern for the environment.

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Published

2023-12-01

Issue

Vol. 14 No. 2 (2023): Vol. 14 Núm 2 Julio- Diciembre 2023

Section

Investigación empírica y análisis teórico

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