AN ANALYSIS OF GREEN MARKET SEGMENTS AMONGST AIR PASSENGERS

摘要

Companies have tended to respond to increasing environmental concerns of consumers byadapting their marketing mix. Evidence from other industries shows that there are significantdifferences between market segments when it comes to green attitudes and purchasing behaviour.Based on a large quantitative survey of over 540 respondents at Liverpool John Lennon Airport;;theaim of this paper is to establish whether green market segments can also be identified in the airlinesector and if differences between these segments exist with regard to green attitudes and behaviour.Using cluster analysis;;five market segments of air passengers are identified. The analysis willexamine differences in green attitudes and travel behaviour between the five determined segments.Furthermore;;the results will show how green marketing mix elements that have been introduced byairlines or that could be introduced in the future (e.g. the use of newer more efficient aircraft;;theoffer of “Carbon Off-Setting” schemes) are perceived by the different market segments. Theanalysis will demonstrate that in many cases there are significant differences in attitudes betweenthe market segments.