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Título
Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Sustainable Production and Consumption
Cita Bibliográfica
Vázquez, J. L., Lanero, A., García, J. A., y Moraño, X. (2023). Segmentation of consumers based on awareness, attitudes and use of sustainability labels in the purchase of commonly used products. Sustainable Production and Consumption, 38, 115–129. https://doi.org/10.1016/J.SPC.2023.03.025
Editorial
Elsevier
Fecha
2023
ISSN
2352-5509
Resumen
[EN] Most of the previous studies that segment consumers based on the consideration of certifications and sustainability
attributes in purchasing decision-making offer a limited vision, as focusing on specific labels or types of products,
usually in the food sector. This paper aims to identify segments of Spanish consumers based on their
awareness, attitudes and use of 28 certified sustainability labels linked to eight categories of common household
products (food, clothing, paper andwood, cosmetics, electrical appliances, energy, computing and multi-sector).
Likewise, it is intended to characterise the segments identified based on their environmental concern and
socio-demographic characteristics. Datawas collected froma survey study carried outwith a sample of 3000 participants
and the latent class analysis revealed seven typologies: experts, convinced, interested,moderate, sceptical,
neutral and unmotivated. The segments differed in their awareness and attitudes towards different labels by product
category, which was significantly associated with the purchase of certified products. The sectors in which a
greater use of labels was appreciated were electrical, computing, and paper and wood. Young women with a
high level of education andmore environmental awareness were the most effective consumers when using certifications.
In any case, it is concluded that sustainability labels do not provide added value for around half of
Spanish consumers, who would benefit from measures such as legislative improvements, far-reaching advertising
campaigns or high-order label systems to simplify the information on the packaging of the products.
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