Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer
The purpose of this paper is to identify the profile of green consumers in Mexico based on the Intention of Green Purchase and the Attitude Towards Green Consumption. In order to achieve this, in addition to the Exploratory and Confirmatory Factor Analysis necessary to construct the latent variables...
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Universidad Autónoma de Tamaulipas
2023
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oai:ojs.pkp.sfu.ca:article-4502023-12-12T19:16:33Z Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer Tipología de Consumidores Verdes en México: Un Perfil Psicográfico del Consumo Ecológico Bucio Gutiérrez , Daniel Azuela Flores, José Ignacio Jiménez Almaguer, Karla Paola Green Consumers, Green Marketing, Market Segmentation, Cluster Analysis, K-means Consumidores Verdes, Mercadeo Verde, Segmentación de Mercado, Análisis Clúster, K-medias The purpose of this paper is to identify the profile of green consumers in Mexico based on the Intention of Green Purchase and the Attitude Towards Green Consumption. In order to achieve this, in addition to the Exploratory and Confirmatory Factor Analysis necessary to construct the latent variables, the Hierarchical and Non-Hierarchic Cluster analyzes (k-means) required to define the segments were estimated. The data was obtained from the Green Consumption Survey applied to final consumers. The results show two typologies of the green consumer: the skeptics, who are characterized by their lack of information and selfish attitude towards the environment, and the altruists who stand out for their extensive information and concern for the environment. Resumen Este trabajo tiene como propósito identificar el perfil de los consumidores verdes en México con base en la Intención de Compra Verde y la Actitud Hacia el Consumo Verde. Para lograrlo, además del Análisis Factorial Exploratorio y Confirmatorio necesarios para construir las variables latentes, se estimaron los análisis Clúster Jerárquico y No Jerárquico (k-medias) requeridos para definir los segmentos. Los datos se obtuvieron de la Encuesta de Consumo Verde aplicada a consumidores finales. Los resultados muestran dos tipologías del consumidor verde: los escépticos, que se caracterizan por su falta de información y actitud egoísta respecto al medioambiente, y los altruistas que destacan por una amplia información y preocupación por el medioambiente. Universidad Autónoma de Tamaulipas 2023-12-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo evaluado por pares application/pdf https://revistapcc.uat.edu.mx/index.php/RPC/article/view/450 10.29059/rpcc.20231201-161 Revista de Psicología y Ciencias del Comportamiento de la Unidad Académica de Ciencias Jurídicas y Sociales; Vol. 14 No. 2 (2023): Vol. 14 Núm 2 Julio- Diciembre 2023; 36-52 Revista de Psicología y Ciencias del Comportamiento de la Unidad Académica de Ciencias Jurídicas y Sociales; Vol. 14 Núm. 2 (2023): Vol. 14 Núm 2 Julio- Diciembre 2023; 36-52 2683-1813 2007-1833 spa https://revistapcc.uat.edu.mx/index.php/RPC/article/view/450/426 http://creativecommons.org/licenses/by-nc-sa/4.0 |
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Bucio Gutiérrez , Daniel Azuela Flores, José Ignacio Jiménez Almaguer, Karla Paola |
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Bucio Gutiérrez , Daniel Azuela Flores, José Ignacio Jiménez Almaguer, Karla Paola Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
author_facet |
Bucio Gutiérrez , Daniel Azuela Flores, José Ignacio Jiménez Almaguer, Karla Paola |
author_sort |
Bucio Gutiérrez , Daniel |
title |
Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
title_short |
Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
title_full |
Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
title_fullStr |
Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
title_full_unstemmed |
Typology of Green Consumers in Mexico: A Psychographic Profile of Green Consumer |
title_sort |
typology of green consumers in mexico: a psychographic profile of green consumer |
description |
The purpose of this paper is to identify the profile of green consumers in Mexico based on the Intention of Green Purchase and the Attitude Towards Green Consumption. In order to achieve this, in addition to the Exploratory and Confirmatory Factor Analysis necessary to construct the latent variables, the Hierarchical and Non-Hierarchic Cluster analyzes (k-means) required to define the segments were estimated. The data was obtained from the Green Consumption Survey applied to final consumers. The results show two typologies of the green consumer: the skeptics, who are characterized by their lack of information and selfish attitude towards the environment, and the altruists who stand out for their extensive information and concern for the environment. |
publisher |
Universidad Autónoma de Tamaulipas |
publishDate |
2023 |
url |
https://revistapcc.uat.edu.mx/index.php/RPC/article/view/450 |
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