Consumer affinity to wooden framehouses: a typology of German consumers
Author(s)
Date issued
2009
In
International Journal of Environment and Sustainable Development
Vol
1
No
8
From page
78
To page
93
Subjects
cluster analysis construction consumers consumer typology Germany green marketing marketing target groups SCP sustainable consumption and production patterns survey timber wooden framehouses.
Abstract
This paper presents a cluster analysis defining eight consumer types
with regard to their disposition of choosing timber as predominant construction material for newly constructed houses in Germany. This typology is based on findings from a representative survey among the German population about people’s attitudes towards general social issues, environment, wood, forestry, timber as construction material and wooden framehouses. The paper identifies eight consumer types according to their attitudes towards these topics and complements them by specific information about their past and anticipated buying behaviour and their socio-demographic characteristics. Four clusters
(47% of the population) can be regarded as promising target groups for
framehouse marketing.
with regard to their disposition of choosing timber as predominant construction material for newly constructed houses in Germany. This typology is based on findings from a representative survey among the German population about people’s attitudes towards general social issues, environment, wood, forestry, timber as construction material and wooden framehouses. The paper identifies eight consumer types according to their attitudes towards these topics and complements them by specific information about their past and anticipated buying behaviour and their socio-demographic characteristics. Four clusters
(47% of the population) can be regarded as promising target groups for
framehouse marketing.
Later version
http://www.inderscience.com/search/index.php?action=record&rec_id=23713
Publication type
journal article