Volume 5, Issue 12 , December 2018, , Pages 1006-1024
Abstract
This paper attempts to propose Tunisian consumers' profile pre-occupied by ecology through the analysis of sociodemographics variables (such as age, sex, and occupation, level of education, revenue and place of residence) and psychographics variables (such as perceived consumer effectiveness, liberal ...
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This paper attempts to propose Tunisian consumers' profile pre-occupied by ecology through the analysis of sociodemographics variables (such as age, sex, and occupation, level of education, revenue and place of residence) and psychographics variables (such as perceived consumer effectiveness, liberal political orientation and behavioral spiritual commitment). To meet this end, we conducted a questionnaire survey next to 300 individuals. The results of the analysis of correlations indicated that the demographics variables age and occupation were significantly correlated with ecological behavior. Also, results show that all of the psychographics variables were significantly correlated with ecological behavior.
The environmental movement led companies to consider ecology as a strategic decisional criterion. Concerns have started to be integrated in the study and practice of management and marketing. The object of this research is to propose a typology of Tunisian consumers in terms of their ecologically conscious ...
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The environmental movement led companies to consider ecology as a strategic decisional criterion. Concerns have started to be integrated in the study and practice of management and marketing. The object of this research is to propose a typology of Tunisian consumers in terms of their ecologically conscious behavior. More specifically, this work describes the identified groups based on socio-demographic variables (such as gender, age, income, socio-professional category and religiosity) and on the psychographic variable perceived consumer effectiveness. To this end, we conducted a questionnaire survey next to 200 consumers. The empirical results show the existence of four consumer profiles which are the convinced, aware, mitigated and resistant which led us to produce some useful recommendations for marketing managers wishing to be positioned on the ecological axis.