Estratégias de segmentação de consumidores ecologicamente conscientes: uma abordagem fundamentada no modelo 3M de motivação e personalidade

Abstract

The renewed interest in studies relating personality and consumption (BOSNJAK, BRATKO GALESIC and TUTEN, 2007), noticeable in the widespread of the 3M Model, has implied growing interest in the subject and challenged authors as Sheffet and Kassarjian (1991) that pointed out that this approach had little to contribute to marketing. Nevertheless, it is still pending the challenge of verifying the utility of the 3M Model of Motivation and Personality as source of more effective marketing strategies (MOWEN, 2000). In particular, studies by the date does not offered a final answer to the feasibility of establishing strategies based on personality knowledge that go beyond the promotion element of the marketing Mix. Taking the preceding scenario and focusing on the relevance of environmental issues in contemporary society and the increasing popularity of the "Green marketing" by companies and consumers (MENON and MENON, 1997), this study sought to examine whether personality can be useful as a tool that leads to more effective marketing segmentation strategies. Therefore, two supplementary studies were conducted. The first aimed to identify traits of the 3M Modelpredictive of the Ecologically Conscious Consumer Behavior (ECCB) and the segments of consumers regarding environmental issues. In the second study, attention was paid to clarify if consumer preferences for environmentally friendly products could be attributed to personality traits. Results showed that traits of the 3M Model emerge as one of the origins of consumer preferences in the evaluation of alternatives stage of consumer purchase decision process. Conclusions reveal that studies about personality and consumption could be useful to identify effective marketing strategies, enabling the discovery of new market opportunities.This could reinforce the opportunity to create products more consistent with market segments underlying desires and needs raised by personality traits.