Segmentation, environmental identity and stages of change: an application to a wildlife trust

Victoria K. Wells, Sarah Forbes, Madeline Powell, Daragh O'Reilly

    Research output: Contribution to journalArticlepeer-review

    Abstract

    Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer-focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non-members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups.
    Original languageEnglish
    Number of pages16
    JournalBusiness Strategy and the Environment
    Early online date4 Nov 2021
    DOIs
    Publication statusE-pub ahead of print - 4 Nov 2021

    Keywords

    • charity
    • environmental identity
    • segmentation
    • social marketing
    • stages of change

    ASJC Scopus subject areas

    • Business and International Management
    • Geography, Planning and Development
    • Strategy and Management
    • Management, Monitoring, Policy and Law

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