Greenmarketingor marketing ofenvironmentally friendlyproducts, dosomethingthat matterstodaymorethan everfelt.Because on the one hand the destruction of nature and natural resources for human survival and even businesses are endangered and on other hand by enhancing people concerns about environment, the green market have become attractive market, so this needs planning and strategy making. This research has been tried to segment organic product consumers with lifestyle variables in Shiraz using AIO method. To achieve this goal, 303 valid questionnaires have been used. In order to segment the consumer market,cluster analysis was used on the statements. Factor analysis was applied to the lifestyle construct to identify the lifestyle dimensions on which the clustering could be done. Principal component analysis with varimax rotation was applied on the responses of the lifestyle construct. The next stage in the data analysis is related to clustering of respondents into lifestyle segments. The final five cluster solution was identified using two stage clustering (first hierarchal clustering, next non hierarchal k mean clustering) on the lifestyle dimensions reduced through the factor analysis. These clusters have been explained and some suggestions are presented
Forooghi Asl, M. J., & karimi alavijeh, M. R. (2016). Green consumers segmentation using lifestyle variables. New Marketing Research Journal, 5(4), 163-184.
MLA
Mohammad Javad Forooghi Asl; mohammad reza karimi alavijeh. "Green consumers segmentation using lifestyle variables". New Marketing Research Journal, 5, 4, 2016, 163-184.
HARVARD
Forooghi Asl, M. J., karimi alavijeh, M. R. (2016). 'Green consumers segmentation using lifestyle variables', New Marketing Research Journal, 5(4), pp. 163-184.
VANCOUVER
Forooghi Asl, M. J., karimi alavijeh, M. R. Green consumers segmentation using lifestyle variables. New Marketing Research Journal, 2016; 5(4): 163-184.
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