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Tourism 4.0: Challenges in Marketing a Paradigm Shift
5. Conclusion
© 2020 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/
by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Author details Zul Ariff Abdul Latiff
Faculty of Agro Based Industry, Universiti Malaysia Kelantan, Jeli, Kelantan, Malaysia
*Address all correspondence to: [email protected]
the value is 0. This indicates that there is relationship occur between attitude and lifestyles aspect. This can be proved in Table 7.
The KMO from attitude results shows an adequacy as it is greater than 0.6. The amount of it is 0.848 and it is acceptable. According to Cerny and Kaiser [17], interpretive adjectives for the KMO measure of sampling adequacy are: marvellous (0.90–1.00), meritorious (0.80–0.90), middling (0.70–0.80), mediocre (0.80–
0.70), miserable (0.50–0.59) and unacceptable (0.00–0.49).
Table 8 explains on the total variance. The total variance explained give the greater value which is more than 50%. This variance of the results is 54.304%. The greater the amount of variance explained the best result will be obtained. The result shows the validity of the model as the percentage of variance a proposed model manages to explain.
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Profiling Green Consumers with Data Mining
Alireza Ziaei-Bideh and Mahsa Namakshenas-Jahromi
Abstract
Concern about the environment has led to a new segment of consumers called green consumers. Because not all the consumers are equally green, using target marketing for persuading them to buy green product is essential. The first step in target marketing strategy is to segment the market and then develop profiles of the resulting market segments. This study aims to identify distinct green market segments based on demographic, psychographic, and behavioral variables and also investigate the relationship between each variable and green consumer behavior.
This study uses self-organizing maps (SOM) to segment and then develop profiles of Iranian green consumers. Based on the results, four market segments have been identified and were named intense greens, potential greens, egoist browns, and intense browns based on profiles of consumers in each segment. The results of this study also indicate that the level of education and income together with egoistic value and environmental unfriendly habits correlate negatively with the green- ness (intent and intense of green behaviors) of Iranian consumers and the age of consumers together with environmental attitude and knowledge, biospheric and altruistic values, and religiosity correlate positively.
Keywords: green consumers, market segmentation, profiling, data mining, self-organizing maps
1. Introduction
Increase of environmental pollution and damage, together with the increase in public concern about the surrounding natural environment, has so far influenced the purchase and consumption behaviors, and thus, has led to emergence of a new group of consumers called green consumers [1, 2]. Even though there is no univer- sally accepted definition of the green consumer [3], the most adopted is that green consumers or environmental friendly consumers are those who consider the impact of manufacturing process and consumption of environmental resources while making purchase or participating in other market related activities and make their decisions accordingly [4].
Due to the increase in the number of green consumers, green marketers have started to target green segments of market to exploit the opportunities existing in these segments. Green marketing and promoting environmental friendly con- sumption behavior are necessary in two ways: first, acceleration in the trend of exploitation and destruction of natural resources essential for human life such as water, oil, and forests is a serious threat for human being. The main causes of this
destructive trend include population growth and detrimental consumption habits.
This trend highlights the importance of encouraging people to promote environ- mental friendly or the so-called green behaviors [5, 2].
Second, public concern about environmental issues is arising; thus, everyday more consumers are willing to purchase and consume products introduced as environmental friendly. In order to respond to this growing need, it is essential to develop and implement green marketing strategies [6].
Consumers are not equally green and the levels of their willingness to purchase green products are not equal [7]. Therefore, to market green products effectively, it is essential to implement targeted marketing strategies rather than mass market- ing. The initial step in implementation of targeted marketing strategy is market segmentation and determination of the unique characteristics of each segment.
Profitability and performance of market segmentation depend on the accuracy of consumer profiling in each segment because imprecise prediction of market seg- ment members reduces efficiency of marketing strategies [8].
Similarly, in Iran, according to evidence, the public concern about environmen- tal issues has increased among consumers, and green segments have emerged in markets. Researchers have come to the conclusion that attitudes toward environ- mental issues and environmental friendly behaviors and factors that encourage consumers to purchase green products are not the same in all cultures [9]. Hence, due to the unique cultural norms and values of Iranian citizens, it is necessary to conduct appropriate studies to determine profile and characteristics of Iranian green consumers. However, despite the increasing number of green consumers in Iran and thus the importance of segmenting them and determining their profiles, no significant study has so far been conducted in this area. Focusing on the need for research in this field, the aim of this study is segmenting and profiling green consumers using data mining approach. Other objectives of this study are to
determine the role of each demographic, behavioral, and psychographic variable in the behavior of Iranian green consumers.