Environmental segmentation: young millennials’ profile in an emerging economy

Purpose The purpose of this study is to segment young millennials in an emerging economy based on their environmental attitudes and purchase intentions. The study also attempts to describe the segments and highlight their differences in terms of happiness, frugality, environmental locus of control, and environmental knowledge. Design/methodology/approach The study sample consisted of 227 Turkish undergraduate students. A two-step cluster analysis was performed on environmental attitudes and purchase intentions scores. The differences among the clusters were then examined according to happiness, frugality, environmental locus of control, and environmental knowledge variables. Findings A two-step cluster analysis identified three clusters, namely, “non-greens”, “reluctant greens” and “true greens”, all of whom differed in terms of environmental attitudes and purchase intentions. Non-greens (n = 16) and true greens (n = 121) yielded the lowest and the highest scores for environmental attitudes and purchase intentions, respectively. Three clusters also differed significantly in terms of frugality. Environmental knowledge levels of non-greens differed from those of reluctant greens and true greens. There is no significant difference regarding happiness and environmental locus of control among clusters. Practical implications Local and international companies interested in marketing green products to young millennials in emerging economies may enhance their understanding of non-green and green young millennials in the target markets and differentiate their marketing strategies for each segment. Originality/value Given the need for a better understanding of young millennials’ environmental behavior in an emerging economy, the current study contributes to the literature by segmenting young Turkish millennials based on their environmental attitudes and purchase intentions, further describing the consumer segments with different variables such as happiness, frugality, environmental locus of control and environmental knowledge.