Segmentation Of Socially Conscious Consumers Practicing Sustainable Consumption: An Empirical Study

Objectives: To identify the attitude and behavior of consumers followed by classification with reference to responsible consumption and green values. Proposed Methodology: Convenience sample of 250 Indian consumers segmented through Factor and cluster analysis, validated by discriminant analysis Key results: Indian consumers seem to be informed of environmental issues. The results show that most consumers agree to sustainable consumption but few are willing to practice green consumption ways. Implications: This paper unearths the similarities of consumer attitudes regarding environmental concerns and records the behavioral variations identifying two consumer segments. These hold significant implications for marketers involved in the marketing of ecological products. This calls for further research and devising of marketing programmes to address the sentiments of environmentally responsible consumers.