Target group segmentation makes sense: If one sheep leaps over the ditch, all the rest will follow

摘要

To meet the Dutch governmental goals of reducing CO_2 emission, target groups must increase their rates of adoption of energy conserving innovations. SenterNovem, in commission of the Dutch Ministry of Environmental Affairs, developed a strategy to effectively change the adoption behaviour of target groups. To develop strategies that take different rates of adoption into account, this study answers the questions: (1) How can different segments of the adopter market be categorized; (2) What are the characteristics of adopters in the different categories; (3) How do the determinants of behaviour of the adopter categories differ; and (4) What policy instruments can be used to change them? We conducted a secondary analysis of the data from a previous survey of housing associations. Based on the so-called self-designating method we constructed a scale of adoption rate and we measured the rate of adoption of housing associations. Segments of this target group with different adoption rates and correspondingly different characteristics were found: first adopters in a target group have a more visionary attitude, whereas the later adopters have a less visionary and more pragmatic attitude. We conclude that the self-designating method used in a survey provides explanation for the adoption speeds of different market segments. This explanation, in turn, can lead to more effective interventions.