Segmentation, environmental identity and stages of change: An application to a wildlife trust
通过问卷调查和聚类分析，研究一家野生动物信托基金的会员与非会员群体，基于环境认同和变革阶段识别不同细分市场，为制定针对性营销策略提供建议。
Abstract Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer‐focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non‐members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups.