Segmentation, environmental identity and stages of change: an application to a wildlife trust

Victoria  K. Wells; Sarah Forbes; Madeline Powell; Daragh O'Reilly

doi:10.1002/bse.2927

Segmentation, environmental identity and stages of change: an application to a wildlife trust

Victoria K. Wells, Sarah Forbes, Madeline Powell, Daragh O'Reilly

Marketing

Research output: Contribution to journal › Article › peer-review

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Abstract

Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer-focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non-members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups.

Original language	English
Number of pages	16
Journal	Business Strategy and the Environment
Early online date	4 Nov 2021
DOIs	https://doi.org/10.1002/bse.2927
Publication status	E-pub ahead of print - 4 Nov 2021

Keywords

charity
environmental identity
segmentation
social marketing
stages of change

ASJC Scopus subject areas

Business and International Management
Geography, Planning and Development
Strategy and Management
Management, Monitoring, Policy and Law

Access to Document

10.1002/bse.2927Licence: None: All rights reserved

WellsVK2021Segmentation
This is the peer reviewed version of the following article: Wells, V. K., Forbes, S., Powell, M., & O'Reilly, D. (2021). Segmentation, environmental identity and stages of change: An application to a wildlife trust. Business Strategy and the Environment, which has been published in final form at https://doi.org/10.1002/bse.2927. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
Accepted author manuscript, 473 KBLicence: Other (please specify with Rights Statement)

Cite this

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Segmentation, environmental identity and stages of change: an application to a wildlife trust

Abstract

Keywords

ASJC Scopus subject areas

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