Keywords
responsible offer
cluster analysis
consumer behavior
market structure
How to Cite
Abstract
What factors influence supermarket consumers regarding responsible marketing attributes of a product? The aim of this work was to establish a consumer profile regarding the variables: responsible consumption offer, pricing
strategies, attitudes towards advertising and environmental beliefs. A quantitative, exploratory-descriptive approach was used. We analyzed a non-probabilistic convenience sample of 400 consumers. Four groups of consumers with different sociodemographic profiles and consumption habits were established. Profile-based segmentation allows
designing and implementing strategies in responsible market, taking into account specific contexts.
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