Purpose – Marketers have realized the importance of assessing consumers’ willingness to pay (WTP) before introducing green products across different target audience. The purpose of this paper is to examine the relative influence of consumers’ pro-environmental behaviours (PEBs) and...

Purpose – The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising. Design/methodology/approach – The advertisement uses visual imagery and imagery methods to examine key message characteristics....

Purpose – Understanding and defining the characteristics of environmentally conscious or concerned consumers has received attention from academic researchers, commercial sector, and policy makers. The purpose of this paper is to identify distinct market segments in three countries (China,...

Details the methods used by European airport authorities to segment their consumer base. It will be argued that macro‐level factors, over which the industry has no control, have compelled airports to expand their commercial activities. As a consequence, airport authorities have been forced to...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...

Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing. This triangulated study, integrating both qualitative and quantitative techniques, is based on in‐depth interviews...

Purpose – To provoke radical thinking about the role and practice of direct marketing. Design/methodology/approach – Author's adaptation of a keynote address to a major conference in Asia. Findings – Proposes that direct marketing does not need to follow the customary “direction”, i.e....

Purpose – To assess the potential for development in the agri‐food sector by investigating: consumer awareness of health‐enhancing foods; key influences on their perceptions of and attitudes towards these foods; their relevant purchasing behaviour in the context of the Northern Irish dairy...