A Dynamic Profile of Green Consumers

Authors : Ali Umut GÜLER

Pages : 279-296

View : 71 | Download : 68

Publication Date : 2023-05-31

Article Type : Research Paper

Abstract :Consumers are showing a growing awareness of the environmental impact of their consumption choices and in response to this trend firms are increasingly including environmentally friendly options in their product portfolios. To develop marketing strategies that increase demand for these products, it is important for firms to have a good understanding of who green customers are and how the green consumer profile is evolving. This study uses household-level purchase data from the years 2013 and 2018 to examine the household characteristics that predict the preference for environmentally friendly products and provide insight into how this profile is changing over time. The results highlight younger, more educated households in high income brackets to be more likely to prefer green products. In terms of dynamics, the findings suggest a widening of the age gap in green consumption, with younger consumers increasingly adopting eco-friendly options, while consumers above the age of 45 appear reluctant in green product adoption.
Keywords : yeşil pazarlama, çevre dostu ürünler, gözlemsel veri, panel veri yöntemleri, ampirik yöntemler