Preliminary communication

Analysis of the LOHAS consumer segment attitudes with regard to green brands

Zoran Krupka orcid.org/0000-0003-2896-7531 ; Faculty of Economics and Business, University of Zagreb
David Kelečić orcid.org/0000-0003-1911-991X

Abstract

Nowadays, as most markets are saturated with different products and services, brand has become a basis for differentiation and gaining competitive advantage. Although a relatively new phenomenon, both companies and consumers have put greater importance on green brands over the past few years. The most important and the largest set of green brands consumers is the LOHAS segment. For the purposes of this paper, empirical research was conducted among LOHAS consumers in the Republic of Croatia of their attitudes with regard to green brands. Survey results showed that LOHAS consumers not only prefer green brands but that they are willing to pay higher prices for them, even though they do not think that green brands should be higher priced. Also, research has shown that LOHAS consumers feel obliged to buy green brands because of personal values and beliefs. Companies should take advantage of the market situation and adopt green business as a business philosophy. They should learn more about LOHAS consumers and adjust their marketing communication to them as traditional are less effective in this segment. Doing so would increase the loyalty of LOHAS consumers. This is particularly important since they are generally early adopters of green brands and, as such, have an impact on others.

Keywords

green brands; green business; LOHAS

Hrčak ID:

78956

URI

https://hrcak.srce.hr/78956

Publication date:

10.1.2012.

Article data in other languages: croatian

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