Abstract:

Increasing environmental concern in recent years effected individuals to choose to live more environmentally conscious Governments and legislators on the other hand focus on regulations that will limit the environmentally harmful activities of companies and municipalities In such an environment companies try to compete by both trying to comply with legal regulations and by trying to meet the environmentalist expectations of consumers Among marketing activities market segmentation is an important decision in determining the target market Companies’s market segmentation objectives and their tendencies towards displaying behaviors that fit with consumers’ environmentalist attitudes require them determine target markets based on the environmentalist attitudes and behaviors of consumers In this study consistent with this goal first environmentalist attitudes of consumers were revealed through factor analysis And then with the help of cluster analysis consumers were grouped according to the level of their environmentalist attitude The results of cluster analysis showed that there are different consumer groups in terms of their environmentalist attitude The results also showed that these groups were different in terms of their reactions towards environmentalist issues and environmental conscious products Key Words: Environmental Conscious Buying Behavioral Segmentation Market Segmentation Environmental Aspect Customer Behavior

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