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

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.

Behaviorally segmented audiences for managing sunscreen chemical pollution risk in protected coastal natural resource areas

“…While audience segmentation techniques have been increasingly used to promote pro-environmental behavior (Hine et al, 2014;Jones et al, 2019;Shaw, 2009;Shaw et al, 2011;Wells et al, 2022), to our knowledge, this is the first research to segment audiences of concern for both sun protection and sunscreen chemical pollution. Using data from visitor intercept surveys conducted at two coastal national parks-one in North Carolina and one in Hawaii-we performed audience segmentations for each to assess: RQ 1 : Which audiences are of most concern for sunscreen chemical pollution?…”

“…While audience segmentation techniques have been increasingly used to promote pro‐environmental behavior (Hine et al., 2014; Jones et al., 2019; Shaw, 2009; Shaw et al., 2011; Wells et al., 2022), to our knowledge, this is the first research to segment audiences of concern for both sun protection and sunscreen chemical pollution. Using data from visitor intercept surveys conducted at two coastal national parks—one in North Carolina and one in Hawaii—we performed audience segmentations for each to assess: RQ 1 : Which audiences are of most concern for sunscreen chemical pollution? RQ 2 : Which of the tested indicator variables differentiate audiences of concern? RQ 3 : Are there differences in audiences of concern between North Carolina and Hawaii, areas with distinct cultural differences and sunscreen chemical regulatory status? RQ 4 : Do the audiences relate to differing levels of issue awareness, risk perception, and pro‐environmental behavioral intent? …”