Proposals for a strategic segmentation of the green market

The increasing ecological concern and the need to attend to the new ecological demand, oblige enterprises to develop analysis tools in order to know better to the ecological consumer. The market segmentation is a valid tool to find differences among ecological consumers, and it allows the enterprise to adecue the marketing strategy to the preferences of the detected segments. In this paper we analyse the limitations of traditional criteria of segmentation and the advantages of multicriteria segmentation to define the complexity of the ecological consumer and the marketing mix strategy. We also show some of the most relevant segmentations of the ecological market.