Document Type : Original Article


1 Assistant Professor, Department of Business Management, Rasht branch, Islamic Azad University, Iran

2 Assistant Professor, Department of Agronomy, Faculty of Agriculture, Urmia University, Urmia, Iran.


This study aims to segment the market based on demographical, psychological, and behavioral variables, and seeks to investigate their relationship with green consumer behavior. In this research, self-organizing maps are used to segment and to determine the features of green consumer behavior. This was a survey type of research study in which eight variables were selected from the demographical, psychological, and behavioral dimensions. Data were gathered through researcher-made questionnaire and distributing it among the statistical population (Supermarket Chains in Rasht city). The sample size was 392. The result showed that among the demographical variables, age, sex, and education had a direct contribution with green consumer behavior, whereas income had an adverse relationship with that. Psychological and behavioral variables including personal values, religiosity, environmental knowledge and attitudes, and personal habits are key predictors of green consumer behavior. The results identified four segments, which were called intense greens, potential greens, selfish darks, and intense darks. Green product marketers and producers can determine the target market using the results and employ an appropriate combined marketing strategy for consumers' based on their respective features.


Green consumers have different demographical, psychological, and behavioral patterns compared to non-green ones.

Environmental knowledge and attitude, personal values, and religiosity are good predictors of green consumer behavior.

Four segments identified, which are called intense greens, potential greens, selfish darks, and intense darks.


Main Subjects

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