Consumer segments in the smart environmental objects market
Résumé
Purpose – The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments
consumers according to two apparently contradictory dimensions of smart environmental objects: environment (i.e. environmental concern and
environmental beliefs) and technology (i.e. materialistic values and technological beliefs).
Design/methodology/approach – A cluster analysis was conducted among 658 French consumers based on their environmental concern,
environmental beliefs, materialistic values, perceived usefulness and perceived ease of use. A regression analysis identifies the variables with the
greatest influence on purchase intentions.
Findings – Four segments result from the analysis: unconcerned, retro eco-friendly, non-materialistic converted and converted. The converted
consumer segment had the highest purchase intentions and exhibited high levels of both environmental beliefs and perceived usefulness compared
with the other segments. Both environmental and technological beliefs and environmental concern influence purchase intentions more broadly.
Research limitations/implications – A combined consideration of both environmental and technological beliefs is necessary to influence purchase
intentions towards smart environmental objects. This study challenges some previous research that assumes a clear opposition between materialism
and environmentalism.
Practical implications – This study proposes tailored managerial recommendations for each of the four consumer segments in the context of smart
environmental objects.
Originality/value – This study provides novel insights into consumers’ concerns, beliefs and values in the rapidly expanding context of smart
environmental objects.