SEGMENTING AND PROFILING GREEN CONSUMERS WITH USE OF SELF ORGANIZING MAPS

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HOSSEINI SEYED YAGHOUB; ZIAEI BIDE ALIREZA

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Journal: Management Research in Iran Year:2013 | Volume:17 | Issue:2 (79) Page(s): 43-68

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Information Journal Paper

Title

SEGMENTING AND PROFILING GREEN CONSUMERS WITH USE OF SELF ORGANIZING MAPS

Author(s)

HOSSEINI SEYED YAGHOUB | ZIAEI BIDE ALIREZA | Issue Writer Certificate

Keywords

GREEN CONSUMERQ2

MARKET SEGMENTATIONQ1

NEURAL NETWORKSQ2

SELF-ORGANIZING MAPSQ2

Abstract

Concern about the environment has led to a new segment of consumers called GREEN CONSUMERs. Because not all the consumers are equally green, using target marketing for persuading them to buy green product is essential. The first step in target marketing strategy is to segment the market and then develop profiles of the resulting market segments.This study aims to identify distinct green market segments based on demographic, psychographic and behavioral variables and also investigate the relationship between each variable and GREEN CONSUMER behavior.This study uses SELF-ORGANIZING MAPS (SOM) to segment and then develop profiles of Iranian GREEN CONSUMERs. Based on the results four market segments have identified and were named intense greens, potential greens, egoist browns and intense browns. The results of this study also indicate that demographic variables including gender, age and income and psychographic and behavioral variables including personal values, religiosity, environmental attitude and knowledge have significant role in predicting GREEN CONSUMERs’ behavior.

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APA: Copy

HOSSEINI, SEYED YAGHOUB, & ZIAEI BIDE, ALIREZA. (2013). SEGMENTING AND PROFILING GREEN CONSUMERS WITH USE OF SELF ORGANIZING MAPS. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 17(2 (79)), 43-68. SID. https://sid.ir/paper/392753/en

Vancouver: Copy

HOSSEINI SEYED YAGHOUB, ZIAEI BIDE ALIREZA. SEGMENTING AND PROFILING GREEN CONSUMERS WITH USE OF SELF ORGANIZING MAPS. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2013;17(2 (79)):43-68. Available from: https://sid.ir/paper/392753/en

IEEE: Copy

SEYED YAGHOUB HOSSEINI, and ALIREZA ZIAEI BIDE, “SEGMENTING AND PROFILING GREEN CONSUMERS WITH USE OF SELF ORGANIZING MAPS,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 17, no. 2 (79), pp. 43–68, 2013, [Online]. Available: https://sid.ir/paper/392753/en

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