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Consumer segments in the smart environmental objects market

Marie Schill (University Reims Champagne Ardenne, Reims cedex, France)
Delphine Godefroit-Winkel (Toulouse Business School, Casablanca campus, Morocco)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 13 February 2019

Issue publication date: 18 March 2019

661

Abstract

Purpose

The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments consumers according to two apparently contradictory dimensions of smart environmental objects: environment (i.e. environmental concern and environmental beliefs) and technology (i.e. materialistic values and technological beliefs).

Design/methodology/approach

A cluster analysis was conducted among 658 French consumers based on their environmental concern, environmental beliefs, materialistic values, perceived usefulness and perceived ease of use. A regression analysis identifies the variables with the greatest influence on purchase intentions.

Findings

Four segments result from the analysis: unconcerned, retro eco-friendly, non-materialistic converted and converted. The converted consumer segment had the highest purchase intentions and exhibited high levels of both environmental beliefs and perceived usefulness compared with the other segments. Both environmental and technological beliefs and environmental concern influence purchase intentions more broadly.

Research limitations/implications

A combined consideration of both environmental and technological beliefs is necessary to influence purchase intentions towards smart environmental objects. This study challenges some previous research that assumes a clear opposition between materialism and environmentalism.

Practical implications

This study proposes tailored managerial recommendations for each of the four consumer segments in the context of smart environmental objects.

Originality/value

This study provides novel insights into consumers’ concerns, beliefs and values in the rapidly expanding context of smart environmental objects.

Keywords

Citation

Schill, M. and Godefroit-Winkel, D. (2019), "Consumer segments in the smart environmental objects market", Journal of Consumer Marketing, Vol. 36 No. 2, pp. 317-327. https://doi.org/10.1108/JCM-12-2017-2472

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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