Proekologiczne aspekty segmentacji rynku
Proecological Aspects of Market Segmentation
Przedmiotem artykułu jest kryterium ekologiczne w segmentacji rynku. Przedstawiono badania proekologicznych postaw konsumentów opisywane w literaturze przez różnych autorów w różnych krajach.
The last couple of years have been characterized by a distinctly increased interest in the problems of environment protection. Consumers, considering their behaviour in the market and their decisions, are more and more frequently guided by ecological reasons. For some of them the proecological attitude is even the essential value and a certain style of life. Such attitudes generate definite consumer's bahaviour in the market and, consequently, shape the consumption. The proecological attitudes are related to demographic, socioeconomic and psychological factors. Based on these variables a lot of consumers' profiles have been developed. They relate to the persons showing proecological attitudes and, in this connection, characterized by special behaviour in the market. On the other hand, the proecological attitudes of consumers are not always reflected in their consumption behaviour in the market. Moreover, the transformation of a proecological attitude into the behaviour depends to a great extent on a kind of purchase and, especially, on the frequency of purchasing, risk incurred, and price. In this connection it seems that the "ecologicity" of a product is not by itself the reason for buying, it is rather one of the components forming the general value of that product.(original abstract)
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