Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products

卷:38

Article

关键词: ORGANIC FOOD;    CONSUMPTION;    BEHAVIOR;    DETERMINANTS;    INFORMATION;    PERCEPTIONS;    ATTRIBUTES;    CHOICE;    LOGO;   

DOI  :  10.1016/j.spc.2023.03.025

来源: SCIE

【 摘 要 】

Most of the previous studies that segment consumers based on the consideration of certifications and sustainabil-ity attributes in purchasing decision-making offer a limited vision, as focusing on specific labels or types of prod-ucts, usually in the food sector. This paper aims to identify segments of Spanish consumers based on their awareness, attitudes and use of 28 certified sustainability labels linked to eight categories of common household products (food, clothing, paper and wood, cosmetics, electrical appliances, energy, computing and multi-sector). Likewise, it is intended to characterise the segments identified based on their environmental concern and socio-demographic characteristics. Data was collected from a survey study carried out with a sample of 3000 par-ticipants and the latent class analysis revealed seven typologies: experts, convinced, interested, moderate, sceptical, neutral and unmotivated. The segments differed in their awareness and attitudes towards different labels by prod-uct category, which was significantly associated with the purchase of certified products. The sectors in which a greater use of labels was appreciated were electrical, computing, and paper and wood. Young women with a high level of education and more environmental awareness were the most effective consumers when using cer-tifications. In any case, it is concluded that sustainability labels do not provide added value for around half of Spanish consumers, who would benefit from measures such as legislative improvements, far-reaching advertis-ing campaigns or high-order label systems to simplify the information on the packaging of the products.(c) 2023 The Authors. Published by Elsevier Ltd on behalf of Institution of Chemical Engineers. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

【 授权许可】

Free