Actitudes proambientales en segmentos de consumidores mexicanos y colombianos
Resumen
El cambio climático ha influido en la formación de nuevos segmentos del mercado constituidos por consumidores preocupados por el medio ambiente. El objetivo de esta investigación es caracterizar perfiles de consumidores a partir de sus actitudes proambientales. La investigación tiene un enfoque cuantitativo, de carácter exploratorio, recopila información de 775 consumidores mexicanos y colombianos para realizar una secuencia de análisis econométrico; factorial exploratorio y confirmatorio, clúster jerárquico y k-medias. Se identificaron siete segmentos de consumidores denominados como: cafés egoístas, verde intencionado, verde indiferente, verde desinformado, verde activo, verde contradictorio y verde intelectual. Se concluye que existe heterogeneidad entre los consumidores mexicanos y colombianos, que van desde los más accionarios -actitudes proambientales con componentes conductuales- hasta aquellos que exhiben niveles altos en actitudes contra ambientales, asimismo los perfiles de los consumidores diferenciados permitirán desarrollar estrategias para la segmentación de mercado centradas en actitudes favorables al ambiente, lo cual puede ser útil para posicionar y reposicionar productos.
Citas
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