Segmentation of Green Consumers

Consumer concern for environment has increased considerably in recent years. With increasing focus on well-being of environment more and more consumers show concern about effects many products might have on the earth. Businesses have now realized that, in future, consumers purchase decisions will be based on environmental concern. This has led to development of green products and accompanying use of green marketing. A wide range of green products such as recyclable paper, eco-light bulbs, eco-friendly detergents, automobiles, organic foods amongst others are now available in the market. The concern with environmental issues has resulted in a new segment of consumers i. e. green consumers. The study examines the environmental concern of consumers in India and has developed a typology for segmentation of green consumers based on green product purchase behavior.