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SCIENCE ARTICLE
Clustering consumers due to their awareness and beliefs towards sustainable products
1
Faculty of Applied Chemistry, Casimir Pulaski Radom University, Poland
2
Faculty of Economics and Finance, Casimir Pulaski Radom University, Poland
3
Professor Emeritus, Casimir Pulaski Radom University, Poland
These authors had equal contribution to this work
Submission date: 2024-11-25
Final revision date: 2025-01-02
Acceptance date: 2025-01-09
Online publication date: 2025-04-07
Publication date: 2025-04-17
Corresponding author
Małgorzata Anna Lotko
Faculty of Applied Chemistry, Casimir Pulaski Radom University, Chrobrego 29, 26-600, Radom, Poland
Faculty of Applied Chemistry, Casimir Pulaski Radom University, Chrobrego 29, 26-600, Radom, Poland
Management 2025;(1):88-116
KEYWORDS
JEL CLASSIFICATION CODES
Q01
C38
M31
TOPICS
ABSTRACT
Research background and aim: From the standpoint of preserving civilization, it is crucial to prioritize sustainable social and economic development and the circular economy model. To support this economic approach, both scientific research and practical application must clearly outline development strategies and business models. One of the main ideas in this area is the concept of a sustainable product. Also in the case of these products, market segmentation is the basis for diversified marketing activities, enabling the adjustment of supply to demand. To build
a framework for these activities, in this paper we aimed at identifying consumer segments due to their awareness and beliefs regarding sustainable products and determining the structure of these segments.
Design/methodology/approach: A quantitative approach was used. The questionnaire containing 24 variables was conducted using an online survey. 570 correctly completed records were obtained. The analysis used a multidimensional exploratory technique - cluster analysis: Ward’s method and then k-means.
Findings: As a result, 3 consumer segments were identified. These are: (1) unaware and unconvinced (26% of the sample), (2) hesitant (35%) and (3) conscious believers (39%).
Value added and limitations: Based on the results obtained, it was found that there are consumer segments that differ in terms of awareness and beliefs regarding sustainable products. This classification can be the basis for differentiating marketing activities. Producers and distributors can create marketing strategies and use various marketing instruments to best tailor the message promoting the sustainability of products to specific consumer groups. The paper contributes into the development of the discipline by: (1) identification of clusters (segments) of consumers that differ in terms of awareness and beliefs towards sustainable
products and (2) identification of the structure of these segments. The limitations
are as follows: (1) the study was carried out only using the CAWI method, so it is not
entirely representative and (2) the number of questionnaire items is quite limited.
Therefore, the results should be generalized with caution.
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