Le marketing vert en Wallonie : une étude empirique de la segmentation des consommateurs de produits d'entretien écologiques

Abstract

Green marketing exists now since 50 years and have for aim to sell ecological products. After having defined the different concepts needed in the comprehension of this work, among other the various types of segmentation and the variables studied in the precedent’s studies, we determined three hypothesis that could explain the purchase of green cleaning products. Then, a qualitative study was set up and submitted to the Walloons and we reached more or less 740 respondents. After a brief presentation of the results, analyses were performed on the data, principally correlation and regression, to understand which variables explain the most our independent variable, the green purchase of cleaning products. This allowed us to improve the most of our hypothesis but with a certain guarded on some variables, that were not enough relevant. This work allows companies active in the sector of the ecological cleaning products to have better understanding of the market and the expectations of the customers. By a better comprehension of the clients, companies can adjust or create new advertising campaigns to reach them.