Market segmentation of green consumers in Hong Kong

Market segmentation is one of the useful tools for marketers to define target markets. An intercept sample survey of 704 shoppers in Hong Kong was conducted to segment the market based on the past purchase of environment friendly as well as not-so-friendly products. The study increases our knowledge of the profile of green consumers in terms of their demographics and other environmental variables including green consumerism knowledge and attitudes toward environment friendly products. It was found that heavy green consumers were more likely to have a higher education and a higher household income. They perceived that environment friendly products were good to their health and helped to save resources. Green consumers perceived a higher level of social influence from personal and impersonal sources. They had a strong self-identity and think of themselves as green consumers and as someone who was concerned with environmental issues. They possessed a better knowledge about green consumerism and more frequently used the mass media for environmental news. Implications for green marketers and manufacturers are discussed.