Consumer Clustering of Conservation Attitude and Behaviour – A Step towards Sustainability

The paper aims at establishing a causal relationship between conservation attitude and behaviour. A descriptive approach is followed and primary data is collected from 300 regional respondents using a structured questionnaire. Linear regression, cluster analysis, descriptive analysis and analysis of variance with post-hoc test are applied. Findings indicate that conservation attitude is a significant determinant of conservation behaviour and three distinct consumer segments exist as per these two variables. One segment, detrimental is completely careless and effortless; the second, hopefuls, illuminates with optimism and aspirations. The third segment, shining stars is the segment of legitimate conserver consumers and is strengthening the way towards sustainability with their grace. Further, the study describes the conserver group as constituted with highly educated, married and working females who live in rural places and belong to medium sized and high class families. In this way, this work provides businesses and marketers with a conscientious segment of educated, working and married females to whom energy saving and other eco-friendly products may be offered with ease