Wells, Victoria orcid.org/0000-0003-1253-7297, Forbes, Sarah, Powell, Madeline Gwendoline Hilda et al. (1 more author) (2021) Segmentation, Environmental Identity and Stages of Change:An application to a wildlife trust. Business Strategy and the Environment. ISSN 0964-4733
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 ERP Environment and John Wiley & Sons Ltd. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 08 Oct 2021 15:20 |
Last Modified: | 18 Mar 2025 00:09 |
Published Version: | https://doi.org/10.1002/bse.2927 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1002/bse.2927 |
Sustainable Development Goals: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:179035 |
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Filename: BSE_Main_Document_for_PURE_Accepted.pdf
Description: BSE Main Document - for PURE - Accepted