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

Victoria Wells, Sarah Forbes, Madeline Gwendoline Hilda Powell, Daragh O'Reilly

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Number of pages16
JournalBusiness Strategy and the Environment
Early online date4 Nov 2021
Publication statusE-pub ahead of print - 4 Nov 2021

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© 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

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