Abstract

In heterogeneous markets, one of the many consumer groups is that of green product buyers. With rising ethical values, the green market is assuming its place in a general growth trend. Given this, it is important to determine the profile of green product buyers. This study aims to find out whether there are sub-markets for green product buyers, based on their personal values and consumption values, and to determine a detailed profile for these buyers. Both personal values and consumption values are basic factors guiding consumer behaviour and affecting consumption preferences. The data was collected, through surveys in Turkey, from green consumers who were members of the TEMA (the Turkish Foundation for Combating Soil Erosion, for Reforestation and the Protection of Natural Habitats) council. The result of our clustering analysis indicates that green product buyers could be segmented into subgroups according to their personal values and consumption values.