Segmenting for sustainability: The development of a sustainability segmentation model from a Welsh sample. (March 2016)

• Record Type: Journal Article
• Authors: Poortinga, Wouter; Darnton, Andrew
• Is Part Of: Journal of environmental psychology. Volume 45(2016)
• Page Start: 221
• Page End: 232
• Publication Date: 2016-03
• Subjects: Audience segmentation -- Social marketing -- Wales -- Climate change -- Sustainability -- Environmental behaviours; Environmental psychology -- Periodicals; Environment -- Periodicals; Psychology -- Periodicals; 155.905
• DOI: 10.1016/j.jenvp.2016.01.009
• Languages: English
• ISSNs: 0272-4944

Abstract

Abstract: Wales is one of the few countries in the world that has adopted sustainability as a central organising principle for public policy. This paper describes the development of a sustainability segmentation model that can be used to engage the public across different sustainability policy areas. A nationally representative survey (n = 1538) was conducted containing questions on the three pillars of sustainable development, human values, perceptions of climate change and energy security, and self-reported behaviours in the domains of household energy use, travel and transport, waste and recycling, and water use. A series of cluster analyses identified six segments of the public that relate differently to sustainability. Even if the segments were solely constructed on the basis of thirteen distal psycho-social indicators, they had distinct socio-demographic profiles and diverse patterns of self-reported environmental behaviour. A 15-item screening tool was developed to replicate the segments with an average 72% accuracy. Highlights: A segmentation model was developed based on people's sustainability-related beliefs. Six different publics were identified who relate to sustainability in diverse ways. The segments have distinct socio-demographic and behavioural profiles. A screening tool is essential for a segmentation model to be useful to practitioners. There are limitations to the use of audience segmentation in social marketing.