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Régiókutatás Szemle

Vol. 10 No. 1 (2025)
Articles

Segmentation of consumers based on environmentally conscious behavior – A Hungarian sample

Published:
2025-11-23
DOI Linkhttps://doi.org/10.30716/RSZ/25/1/2
Authors
Barbara Török,
Marietta Kiss,
Virág Ágnes Kiss
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pdf (Hungarian)
Keywords
sustainability environmental attitudes factor analysis cluster analysis
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Copyright (c) 2025 Barbara Török, Marietta Kiss, Virág Ágnes Kiss

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This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

How To Cite
Selected Style: APA
Török, B., Kiss, M., & Kiss, V. Á. (2025). Segmentation of consumers based on environmentally conscious behavior – A Hungarian sample. Régiókutatás Szemle, 10(1), 16-27. https://doi.org/10.30716/RSZ/25/1/2
Received 2025-08-30
Accepted 2025-11-11
Published 2025-11-23
Abstract

Sustainability is becoming increasingly relevant in economic, social and governmental spheres and functions, so the examination of environmentally conscious behaviour is also a priority in marketing. This research therefore focuses on sustainability, especially on the environmental pillar, with the aim of exploring how social groups can be differentiated in the field of environmental protection based on the behaviour and habits of individuals. In addition to descriptive statistical calculations and cross-tabulation analyses of data from an online questionnaire survey, the study used a revised set of 32 statements based on the GEB (General Ecological Behaviour) Scale to measure consumers’ environmental attitudes and behaviour, of which 24 statements were retained for factor analysis. Factor analysis resulted in the identification of seven reliable factors representing different dimensions of environmental behaviour and their associated values. After that, in the cluster analysis, respondents were grouped according to the previously established factors, which allowed the exploration of different attitudes and behavioural patterns for six different clusters (Green consumers, Community environmentalists, Liability avoiders, Passive individuals, Environmental impact reducers, Unpredictable individuals). The results show that there is still a significant number of consumers who have not or only partially introduced environmentally conscious habits into their daily actions. The results of this research may contribute to a deeper understanding of environmentally conscious behaviour and to better adapt sustainability initiatives to the specificities of different consumer groups.

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