Green segmentation and environmental certification: insights from forest products
通过两项实证研究，检验了林产品行业中人口/心理特征与消费者环保意向的关系，发现环保认证产品能吸引特定环保消费者群体，且女性及熟悉认证概念的消费者更愿支付溢价。
Abstract Firms engage in environmental marketing in order to appeal to environmentally conscious consumers . Within the context of the forest product industry, this research uses data from two studies to empirically test whether a relationship exists between demographic/psychographic characteristics and reported environmentally conscious intentions. In both studies, the results indicate that the environmental marketing of certified/ecolabeled forest products appeals to a segment of environmentally conscious consumers. This appeal occurs for both a value‐added product (furniture) and a non‐value‐added product (plywood). Thus, there is support for the argument that environmental marketing to environmentally conscious consumers can result in ‘green segmentation’. Key findings from this study suggest that those consumers reporting the strongest preferences for environmentally certified forest products were more willing to pay a premium for certified products, more likely to display environmentally conscious behavior and more likely to perceive that green consumer purchases effectively benefit the environment. These characteristics were most common among females and those familiar with the concept of environmental certification. Copyright © 2009 John Wiley & Sons, Ltd and EPR Environment.