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Article

The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach

Department of Management, Marketing and Sociology, University of Jaen, 23071 Jaen, Spain
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Sustainability 2020, 12(8), 3472; https://doi.org/10.3390/su12083472
Received: 9 March 2020 / Revised: 19 April 2020 / Accepted: 22 April 2020 / Published: 24 April 2020
(This article belongs to the Special Issue Consumption, Consumer Behaviour and Sustainability)
One of the variables assessed in the research related to the consumption of green products is environmental concern. This work explores a new dimension to environmental concern: biodiversity. The reasons why research has focused on the mentioned dimension are, on one hand, the consideration of biodiversity as the main environmental indicator of the sustainability and, on the other, the paucity of marketing studies analyzing this variable and its relationship with the purchase behavior of sustainable products. The present paper proposes a classification of sustainable consumers according to their level of biodiversity concern. It is based on a quantitative study on the consumption behavior of olive oils carried out in four European countries, using the clustering multivariate technique. The results point out that there are differences between the segments depending on their level of commitment to biodiversity. The country’s influence on the way that its people experience biodiversity was also tackled. As a main conclusion, we identify four clusters or segments (not concerned, passive, active and influencers), setting up a multilevel structure of ascending intensity with regard to their level of biodiversity concern, with differences in the composition according to age and sex between countries. View Full-Text
Keywords: biodiversity; environmental concern; sustainable consumer; cross-cultural; olive oils biodiversity; environmental concern; sustainable consumer; cross-cultural; olive oils
MDPI and ACS Style

Murgado-Armenteros, E.M.; Gutierrez-Salcedo, M.; Torres-Ruiz, F.J. The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach. Sustainability 2020, 12, 3472. https://doi.org/10.3390/su12083472

AMA Style

Murgado-Armenteros EM, Gutierrez-Salcedo M, Torres-Ruiz FJ. The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach. Sustainability. 2020; 12(8):3472. https://doi.org/10.3390/su12083472

Chicago/Turabian Style

Murgado-Armenteros, Eva M., María Gutierrez-Salcedo, and Francisco J. Torres-Ruiz. 2020. "The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach" Sustainability 12, no. 8: 3472. https://doi.org/10.3390/su12083472

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