Environmental segmentation alternatives: buyers' profiles and implications

Purpose – The purpose of this paper is to study the green marketing consumer in the Kingdom of Bahrain through using the ecologically conscious consumer behavior (ECCB) model and profiling green consumers in the kingdom. Design/methodology/approach – Using questionnaire survey, the influence of demographic characteristics (gender, age, education, and household monthly income) and ECCB on green marketing consumers has been tested through factor analysis, regression analysis, ANOVA, and K‐means clustering. The sample consisted of 241 consumers. Findings – The findings of this study provide some understanding to the service providers and the government on the effect of demographic profile on online shopping. Of consequence, such understanding would help them in finding and implementing suitable strategies to enhance online shopping. Four types of green consumers were identified. Originality/value – The study described in the paper is the first analysis of the Kingdom of Bahrain green consumers' characteristics through providing a comprehensive understanding by combining the demographic characteristics and the ECCB model and their effect on green shopping. Furthermore, the study offers a profile of green market consumers.