Green Product Consumers Segmentation Using Self-Organizing Maps in Iran
محورهای موضوعی : Decision-making
نرگس دل افروز
1
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سینا سیاوش مقدم
2
1 - استادیار مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران
2 - استادیار گروه زراعت، دانشگاه ارومیه، ارومیه، ایران
کلید واژه: Market segmentation, Green Consumer Behavior, self-organizing maps, green product,
چکیده مقاله :
This study aims to segment the market based on demographical, psychological, and behavioral variables, and seeks to investigate their relationship with green consumer behavior. In this research, self-organizing maps are used to segment and to determine the features of green consumer behavior. This was a survey type of research study in which eight variables were selected from the demographical, psychological, and behavioral dimensions. Data were gathered through researcher-made questionnaire and distributing it among the statistical population (Supermarket Chains in Rasht city). The sample size was 392. The result showed that among the demographical variables, age, sex, and education had a direct contribution with green consumer behavior, whereas income had an adverse relationship with that. Psychological and behavioral variables including personal values, religiosity, environmental knowledge and attitudes, and personal habits are key predictors of green consumer behavior. The results identified four segments, which were called intense greens, potential greens, selfish darks, and intense darks. Green product marketers and producers can determine the target market using the results and employ an appropriate combined marketing strategy for consumers' based on their respective features.
هدف از پژوهش حاضر، تقسیم بازار بر مبنای متغیرهای جمعیت شناختی، روانی و رفتاری و بررسی ارتباط آنها با رفتار مصرف کننده سبز است. در این تحقیق، نقشههای سازماندهی خود برای جداسازی و تعیین ویژگیهای رفتار مصرف کننده سبز استفاده میشود. این یک مطالعه توصیفی-تحلیلی است که در آن هشت متغیر از ابعاد جمعیت شناختی، روانی و رفتاری انتخاب شده است. داده ها از طریق طراحی پرسشنامه گرد آوری شده و آن را در میان جامعه آماری (مشتریان زنجیره های سوپرمارکت در شهر رشت) توزیع گردید. حجم نمونه 392 نفر بود. . از بین متغیرهای جمعیت شناختی، سن، جنسیت و تحصیلات رابطه مستقیمی در حالی که درآمد رابطه معکوس با رفتار مصرف کننده سبز دارد. متغیرهای روانشناختی و رفتاری، از جمله ارزش های فردی، تعصب مذهبی، دانش و نگرش محیط زیست و عادات فردی، نقش کلیدی در پیش بینی رفتار سبز مصرف کننده دارند. همچنین نتایج نشان داد که چهار بخش، به سبز های شدید، سبز های بالقوه، خودخواهان و تیره های شدید نامیده می شود. بازاریابان و تولید کنندگان محصول سبز می توانند بازار هدف را با استفاده از نتایج تعیین کرده و یک استراتژی بازاریابی ترکیبی مناسب برای مصرف کنندگان بر اساس ویژگی های مربوطه خود بکار گیرند.
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