Yıl 2018, Cilt 7 , Sayı 1, Sayfalar 1 - 10 2018-09-01

SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION

Melek Erdil [1]


Purpose- This paper aims to discover Generation Y consumer segments with different green purchase intentions that are determined by

environmental knowledge, environmental concern, environmental attitude and price sensitivity.

Methodology- A total of 260 Generation Y consumers were contacted through online questionnaires using convenience sampling. Factor

analysis and K-means clustering analysis were applied to investigate the segments.

Findings- Five variables (environmental knowledge, environmental concern, environmental attitude, price sensitivity and green purchase

intention) emerged from factor analysis were used for segmenting consumers into three clusters, namely as True Greens, Moderately

Greens and Non-Greens. True Greens give high importance to environmental protection and they are willing to pay extra for green

products. Moderately Greens are sensitive to environmental issues but their price sensitivity affects their green purchase intention

negatively. Non-Greens are insensitive to environmental efforts and they do not care about buying green products.

Conclusion- The results are not only useful for marketers of green products to understand different consumer segments that show

significant variations in their green purchase intention, and approach them accordingly but also for academics working on consumer

behavior.

Cluster analysis, generation Y, green consumers, green marketing, green purchase intention, segmentation
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Birincil Dil en
Konular Beşeri Bilimler, Ortak Disiplinler
Bölüm Makaleler
Yazarlar

Orcid: 0000-0002-2291-5602
Yazar: Melek Erdil (Sorumlu Yazar)

Tarihler

Yayımlanma Tarihi : 1 Eylül 2018

Bibtex @araştırma makalesi { pap458325, journal = {PressAcademia Procedia}, issn = {}, eissn = {2459-0762}, address = {Siteler Sok. No.12/18 Maltepe, 34843, Istanbul}, publisher = {PressAcademia}, year = {2018}, volume = {7}, pages = {1 - 10}, doi = {10.17261/Pressacademia.2018.848}, title = {SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION}, key = {cite}, author = {Erdil, Melek} }
APA Erdil, M . (2018). SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION. PressAcademia Procedia , 7 (1) , 1-10 . DOI: 10.17261/Pressacademia.2018.848
MLA Erdil, M . "SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION". PressAcademia Procedia 7 (2018 ): 1-10 <https://dergipark.org.tr/tr/pub/pap/issue/39064/458325>
Chicago Erdil, M . "SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION". PressAcademia Procedia 7 (2018 ): 1-10
RIS TY - JOUR T1 - SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION AU - Melek Erdil Y1 - 2018 PY - 2018 N1 - doi: 10.17261/Pressacademia.2018.848 DO - 10.17261/Pressacademia.2018.848 T2 - PressAcademia Procedia JF - Journal JO - JOR SP - 1 EP - 10 VL - 7 IS - 1 SN - -2459-0762 M3 - doi: 10.17261/Pressacademia.2018.848 UR - https://doi.org/10.17261/Pressacademia.2018.848 Y2 - 2019 ER -
EndNote %0 PressAcademia Procedia SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION %A Melek Erdil %T SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION %D 2018 %J PressAcademia Procedia %P -2459-0762 %V 7 %N 1 %R doi: 10.17261/Pressacademia.2018.848 %U 10.17261/Pressacademia.2018.848
ISNAD Erdil, Melek . "SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION". PressAcademia Procedia 7 / 1 (Eylül 2018): 1-10 . https://doi.org/10.17261/Pressacademia.2018.848
AMA Erdil M . SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION. PAP. 2018; 7(1): 1-10.
Vancouver Erdil M . SEGMENTING GENERATION Y CONSUMERS BASED ON GREEN PURCHASE INTENTION. PressAcademia Procedia. 2018; 7(1): 10-1.