Pro-environmental attitudes in mexican and colombian consumers [Actitudes proambientales en segmentos de consumidores mexicanos y colombianos] Article uri icon

abstract

  • Climate change has influenced the formation of new market segments made up of consumers concerned about the environment. The objective of this research is to characterize consumer profiles based on their pro-environmental attitudes. The research has a quantitative approach, of an exploratory nature, it collects information from 775 Mexican and Colombian consumers to carry out a sequence of econometric analysis; exploratory and confirmatory factorial, hierarchical clustering and k-means. Seven consumer segments were identified, named as: selfish coffees, intentional green, indifferent green, uninformed green, active green, contradictory green and intellectual green. It is concluded that there is heterogeneity between Mexican and Colombian consumers, ranging from the most action-oriented-pro-environmental attitudes with behavioral components-to those that exhibit high levels of anti-environmental attitudes, likewise the profiles of differentiated consumers will allow the development of strategies for the segmentation of market centered on pro-environment attitudes, which can be useful for positioning and repositioning products. © 2022, Universidad del Zulia. All rights reserved.

publication date

  • 2022-01-01