Characterizing and Profiling Responsible Consumer Segments

This chapter undertakes on profiling segments of consumers and fulfils objective six. The variables used for profiling are displayed in 8.1. Sections 8.2 and 8.3 obtain consumer membership in the segments based on the profiling variables. Lastly, Sect. 8.4 integrates various features of responsible consumers that differentiate them from their correspondents. The profile of responsible consumers reveals that people here are aged, highly educated, academically insightful, non-business academics, the earning people, married, and parents. These people are the members of joint but medium-sized families, get high support of their family members, and are not much wealthier. People here are found to be the followers of Sikh and Hindu religions. Also, they think objectively, give importance to society, are self-guided, and believe in collective working