Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/233697 
Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Business Strategy and the Environment [ISSN:] 1099-0836 [Volume:] 30 [Issue:] 4 [Publisher:] Wiley [Place:] Hoboken, NJ [Year:] 2021 [Pages:] 1823-1838
Verlag: 
Wiley, Hoboken, NJ
Zusammenfassung: 
Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast-moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all-purpose adhesives in Germany. On the basis of an online survey with 709 respondents, we performed a choice experiment and segmented consumers based on their preferences for this product. We identified six consumer segments of which in particular Green Consumer Value, Perceived Consumer Effectiveness and Trust separate eco-friendly consumers from the other groups. Our results give a deeper insight into the different consumer segments for green fast-moving consumer goods and facilitate the development of business and marketing strategies in a more targeted way.
Schlagwörter: 
choice experiment
consumer segmentation
green fast‐moving consumer goods
influencing factors
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