Main Article Content

At present, there is little scientific research on the sustainable consumption of personal hygiene products in countries like Colombia. Thus, this study sought to analyze buyers in the general category of personal hygiene products who visit hard-discount stores in their everyday practices and intention of a sustainable purchase in their choice of product in order to segment or group them for developing efficient marketing strategies. A quantitative approach with a descriptive correlational scope was employed to analyze the relationship between consumers’ environmental practices and their intention of purchasing personal hygiene products. During the analysis stage, hierarchical grouping coupled with a Principal Component Analysis (PCA) was used to project the segments in the dimensions found. The quantitative results yielded three large segments with different sociodemographic characteristics, practices, and intentions for each group. With this information, the companies that market these grooming products will be able to create and enhance their strategies to build loyalty and increase sales in new segments of sustainable consumers, generating the impact that the planet and society need.

Daniel Antonio Herrera González, Universidad EAN

Professor, Faculty of Administration, Universidad EAN, Bogotá, Colombia. Systems Engineer, Universidad Católica de Colombia, Doctorate in Strategic Business Management, Universidad Católica de Perú.

Herrera González, D. A. . (2021). Sustainable segmentation for ecological personal hygiene products in the hard discount format. Cuadernos De Administración, 37(71), e2610679.

Ali, A., Khan, A., & Ahmed, I. (2011). Determinants of Pakistani Consumers’ Green Purchase Behavior: Some Insights from a Developing Country. International Journal of Business and Social Science, 2(3), 217-226.[Special_Issue_-_January_2011]/26.pdf

Aman, A., Harun, A., & Hussein, Z. (2012). The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journal of Arts and Social Sciences, 7, 145-167.

Arroyo, P., Carrete, L., & Trujillo, A. (2012). Segmentation of Individuals According to Socio-demographic Profiles, Recycling Knowledge, Attitudes and Behavior in an Emerging Economy. Socioeconomic Panorama, 30(44), 26-44.

Banytė, J., Brazionienė, L., & Gadeikienė, A. (2010). Investigation of Green Consumer Profile: A Case of Lithuanian Market of Eco-Friendly Food Products. Economics and Management Journal, 15, 374-383.

Cardoso, P. & Schoor, M. (2017). Portuguese Consumers’ Green Purchase Behavior: An Analysis of Its Antecedents and a Proposal of Segmentation. Brazilian Marketing Magazine, 16(2), 140-153.

Carfora, V., Cavallob, C., Caso, D., Del Giudiceb, T., Viscecchia, R., De Devitiis, B., & Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Quality and Preference, 76, 1-9.

Choi, D. & Johnson, K. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145-155. Doi:

Finisterra, A. & Raposo, M. (2010). Green consumer market segmentation: empirical findings from Portugal. International Journal of Consumer Studies, 34(4), 429-436. Doi:

Gallego, L. & Araque, O. (2019). Variables of Influence on the Capacity of Learning. A Cluster and Component Analysis Main. Technological information, 30(2), 257-264.

Garcia Paz, J. (2009). Green shopping, a sustainable and ecological practice: possibility of its application in Peru. Accounting and Business, 4(7), 39-52.

Gleima, M., Smith, J., Andrews, D., & Cronin, J. (2013). Against the Green: A Multi-Method Examination of the Barriers to Green Consumption. Journal of Retailing, 89(1), 44-61. / j.jretai.2012.10.001

Gonzalez, E., Felix, R., Carrete, L., Centeno, E., & Castaño, R. (2015). Green Shades: A Segmentation Approach Based on Ecological Consumer Behavior in an Emerging Economy. Journal of Marketing Theory and Practice, 23, 287-302.

Granato, D., Santos, JS, Escher, GB, Ferreira, BL, & Maggio, RM (2018). Use of principal component analysis (PCA) and hierarchical cluster analysis (HCA) for multivariate association between bioactive compounds and functional properties in foods: A critical perspective. Trends in Food Science & Technology, 72, 83-90.

Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866.

Grunert, K. (2011). Sustainability in the Food Sector: A Consumer Behavior Perspective. Journal on Food System Dynamics, 2(3), 207-218

Hur, W., Kim, Y., & Park, K. (2013). Assesing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A “Green” Perspective. Corporate Social Responsibility & Environmental Management, 20(3), 146-156.

Ishchenko, V. Llori, J., & Ramos, C. (2017). Determination of the environmental impact of the components of shampoos on Chlorella algae by the method of bioindication. Water Science and Technology, VIII(6), 37-46.

Jahanshahi, A. & Jia, J. (2018). Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh. Journal Sustainability, 10,11-7.

Joshi, Y. & Rahman, Z. (2015). Factors Affecting Green Purchase Behavior and Future Research Directions. International Strategic Management Review, 3, 128-143.

Li, C. Z., Xu, Z. B., & Luo, T. (2013). A heuristic hierarchical clustering based on multiple similarity measurements. Pattern Recognition Letters, 34(2),155-162.

Lindqvist, N. (2010). A study regarding segmentation and green behavior among Arcade students. Arcada, (2010).

Mainieri, T., Barnett, E. G, Valdero, T. R, Unipan, J. B., & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.

Modia, A. & Patel, J. (2013). Classifying consumers based upon their pro environmental behavior: an empirical investigation. Asian Academy of Management Journal, 18, 85-104.

Perera, C., Auger, P., & Klein, J. (2016). Green Consumption Practices Among Young Environmentalists: A Practice Theory Perspective. Journal of Business Ethics,152(2). / s10551-016-3376-3

Raziuddin, T., Siwar, C., Talib, B., Sarah, F., & Chamburi, N. (2014). Systhesis of constructs for modeling consumers’ understanding and perception of eco-labels. Sustainability Journal, 6, 2176-2200.

Sachdeva, S., Jordan, J., & Mazar, N. (2015). Green Consumerism: Moral Motivations to a Sustainable Future. Current Opinion in Psychology, 6, 60-65.

Salina, E., Esteban., & Andrés, E. (2004). An exploratory study on psychographic variables that influence consumer behavior ecological. Economy and business magazine, 21(50), 61-88.

Samarasinghe, R. (2012). A Green Segmentation: Identifying the Green Consumer Demographic Profiles in Sri Lanka. International of Journal of Marketing and Technology, 2(4), 318-331.

Soave, D. & Sun, L. (2017). A generalized Levene’s scale test for variance heterogeneity in the presence of sample correlation and group uncertainty. Biometrics Journal, 73(3), 960-971.

Srinivasan, R. & Lohith, CP (2017). Main study — detailed statistical analysis by multiple regression. In Strategic marketing and innovation for Indian MSMEs (pp. 69-92). Springer.

Stanley, S. (2015). A Study on the Perception and Impact of Sustainable Green Consumption Practices of Women in Preserving Ecology with Special Reference to Chennai City. Journal of Economics, Business and Management, 3, 917-923.

Suzuki, R. & Shimodaira, H. (2006). Pvclust: an R package for assessing the uncertainty in hierarchical clustering. Bioinformatics, 22(12), 1540-1542.

Tan, L.P., Jonhstone, M.L., & Yan, L. (2016). Barriers to green consumption behaviours: The roles of consumers’ green perceptions. Australasian Marketing Journal, 24, 288-299.

Verma, S. (2017). Niche level segmentation of green consumers: A key for psychographic or demographic predicament. South Asian Journal of Business Studies, 6, 274-290. / SAJBS-05-2016-0040

Vilà Baños, R., Rubio Hurtado, MJ, Berlanga, V., & Torrado Fonseca, M. (2014). How to apply a hierarchical cluster in SPSS. Magazine d’Innovació Research in Education, 7(1), 113-127.

Wei, S., Ang, T., & Jancenelle, V. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230-238. http://dOI: 10.1016/j.jretconser.2018.08.015

Zhang, X., & Dong, F. (2020). Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review. International Journal of Environmental Research and Public Health,17(18), 6607.

Zhu, Q. & Sarkis, J. (2016). Green marketing and consumerism as social change in China: Analyzing the literature. Int. Journal Production Economics, 181, 289-302. / Ape.2016.06.006


Download data is not yet available.