Green Brand Positioning and Consumer Segmentation: A Study on  Segments that are  Most Likely to Buy Eco-Apparel

Aniket Kishor Tembhurne ,Dr. Avinash M. Sahurkar

Green Brand Positioning and Consumer Segmentation: A Study on Segments that are Most Likely to Buy Eco-Apparel

Authors

Aniket Kishor Tembhurne ,Dr. Avinash M. Sahurkar

Keywords:

Green brand positioning, eco-apparel, consumer segmentation, sustainable consumption, purchase intention

Abstract

The increasing popularity of sustainability has stimulated the usage of green brandpositioning among apparel brands as one of the methods of shaping consumer buying behavior. Nevertheless, the environmental responsiveness

References

• Gomes, S., Lopes, J., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production.

• Gwoźdz, W., Nielsen, K. S., & Müller, T. (2017). An environmental perspective on clothing consumption: Consumer segments and their behavioral patterns. Sustainability, 9(5), 762.

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Published

2024-12-20

How to Cite

Aniket Kishor Tembhurne ,Dr. Avinash M. Sahurkar. (2024). Green Brand Positioning and Consumer Segmentation: A Study on Segments that are Most Likely to Buy Eco-Apparel. Journal of Computational Analysis and Applications (JoCAAA), 33(08), 8230–8239. Retrieved from https://eudoxuspress.com/index.php/pub/article/view/5251