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

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

doi:10.1002/bse.2927

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

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

The York Management School

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Number of pages	16
Journal	Business Strategy and the Environment
Early online date	4 Nov 2021
DOIs	https://doi.org/10.1002/bse.2927
Publication status	E-pub ahead of print - 4 Nov 2021

Bibliographical note

© 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

Access to Document

10.1002/bse.2927

BSE Main Document - for PURE - Accepted
© 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
Accepted author manuscript, 480 KB

Cite this

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