Social Marketing in Practice - Environmental Behaviour Based Segmentation in Hungary

Social marketing is a relatively young marketing approach in Hungary in spite of the fact that the country is now facing many social and environmental problems. Therefore, a comprehensive research on social marketing issues was required to identify the major social and environmental issues in Hungary. A representative questionnaire survey was conducted to segment the Hungarian population by environmental behaviour based variables, the revised General Ecological Behaviour (GEB) construct. We found that more than the half of the population usually lived green, which seems to be very promising. We also found that the four segments showed significant differences regarding demographic variables such as sex, region, settlement type, occupation, household size, income and residence. It was also found that the most important social problem in Hungary was poverty, followed by crime and the worsening working conditions. Lack of money proved to be the strongest hindering factor solving social problems. Last but not at least, we managed to justify that people who live green were more sensitive to social and environmental problems