On «Green» Brands Consumers Segmentation

Natal’ya V. Khmelkova, Konstantin I. Perevozchikov, Alla A. Kushnareva
Year: 2014
DOI:
UDK: 339.138
Pages: 18-25
Language: russian
Section: The optimization of Russia's Economy Management: finance, economic, mathematical and computer models
Keywords: «green» marketing, «green» branding, «green» consumer, segmentation.
Abstract
The authors consider the problem of identifying key target audiences in the «green» goods and services market. The article presents the results of empirical studies (including authors’ research) that lead to defining key segments of «green» consumers.
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