Segmentation, Environmental Identity and Stages of Change : An application to a wildlife trust

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.