Green Consumer Behavior: Application to Sport and Recreation Products - Services

Environmental issues are receiving high importance to consumers around the world. Consumers aren’t indifferent towards environmental degradation; they tend now to seek to a greater degree «green products» and «environmentally friendly services». This trend has led to the emergence of a new type of consumer, the «green consumer». Significant efforts have been made to find the characteristics of the «green consumer», but the findings are yet equivocal. The need for proper market segmentation is compelling. Marketers should be able to target more successfully the «green» part of the population and to define successfully the appropriate strategy. The current paper, which is a literature review aims to: a) define the profile of the «green consumer», b) identify the variables which can be used to achieve a successful market segmentation and c) report applications of the “green marketing” on services and products of the sport and recreation market.