Original scientific paper
https://doi.org/10.21861/HGG.2016.78.01.02
Segmentation of the Inhabitants of Ljubljana with Regard to Environmental Issues
Katarina Polajnar Horvat
orcid.org/0000-0001-8872-529X
; Anton Melik Geographical Institute, ZRC SAZU, Ljubljana, Slovenia
Abstract
With their lifestyles, characterised by ever-increasing material needs and anthropocentric worldview, humans are adversely affecting the environment and radically transforming it. Since their activities are significantly degrading the environment, their mentality, awareness, and behaviour are critical factors influencing the ways in which environmental burdens are generated and alleviated. Although it seems that people living in a particular environment have similar lifestyles, they are not a homogenous group with regard to their level of environmental awareness and engaging in environmentally friendly behaviour. The respondents were grouped according to their characteristics, using the K-means method, with regard to the studied attitudes, norms, perceived behaviour control, and values as well as with regard to the intention and the behaviour itself. They were divided into five groups: 1) ”in word only”, encompassing nearly a third; 2) “active”, including a fifth; 3) “thrifty”, encompassing a fifth; 4) “passive”, including nearly a fifth; and 5) “indifferent”, encompassing a tenth of the respondents.
Keywords
consumer segmentation; attitudes; norms; values; perceived behavioural control; environmental awareness; environmental behaviour
Hrčak ID:
160208
URI
Publication date:
21.6.2016.
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