Green Consumer - Segmentation and Marketing Strategies - A Conceptual Framework

Sustainability is challenging for all society, and especially for business. In businesses commitment to sustainable development should be a fundamental driver of the corporate strategy. There are three key pillars: integrated growth, profitability and social and environmental responsibility. Business is providing a good or service or unique entertainment value to a person for profit. That combination has never changed. Now there is an added dimension -- providing a good and a service for profit without trashing the planet. Environmental care and preservation of environment have become very frequent topics and discussions of our everyday life. The adoption of environmentally responsible business practices can, conceivably, open up an additional range of opportunities for entrepreneurs. The move to a sustainable business framework provides numerous niches that enterprising individuals and firms can successfully identify and service. These include, among other things, the development of new products and services, improvements to the efficiency of existing firms, new methods of marketing and the reconfiguration of existing business models and practices. In this regard its very essential that we understand the niche of consumers who will go green and the strategies adopted by the company to reach these category of consumers. Sustainability is about meeting the needs of today without compromising the needs of the future. The challenge today is to think holistically about the way a company does business in order to not compromise the future. Segmentation of green consumers done based on various ways. The paper “Green consumer -- Segmentation and marketing strategies -- A conceptual framework ” is a conceptual paper on segmentation of green consumers . This paper tries to make an attempt to introduce the concept of understanding green consumers so that the company can effectively position their products to this target group. Green isn’t a catchphrase. It is a marketing strategy that can benefit the organizations and the consumers