Market segmentation of green commomrs in Hong kong

Kara K W CHAN*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

134 Citations (Scopus)
144 Downloads (Pure)


Market segmentation is one of the best use full tools for marketers to define target markets. An intercept simple survey of 704 shoppers in Hong Kong was conducted to segment the market based on the past purchase of environmentally friendly as not show friendly products. Chi-square analysis and stepwise discriminant analysis were conducted to differentiate heavy and light green using demographics and other environmental variables including green Consumerism knowledge and perception about environmentally friendly products. It was found that heavy green consumers were more likely to have a higher education and a higher household him me. They per-ceived that environmentally friendly products were good for their health and helped to save resources. Heavy green consumers were more likely to report that they perceived influence from other persons, the government and the green groups. They had a strong s 1 Aden Ay and think of themselves as green consumers and as sonone who was concerned with environmental issues. They possessed a better knowledge about green consumerism and more frequency used the moss media for environmental news. Light green consumers found environmentally friendly products difficult to access. Implies dons for green marketers and manufacturers are discussed.

Original languageEnglish
Pages (from-to)7-24
Number of pages18
JournalJournal of International Consumer Marketing
Issue number2
Publication statusPublished - 18 Apr 2000

Scopus Subject Areas

  • Management Information Systems
  • Marketing

User-Defined Keywords

  • Consumer behavior
  • Green marketing
  • Hong Kong
  • Market segmentation


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