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Abstract
Now a day, world in stuggling with environmental issues, in a way that has raised concerns between people and accordingly companies and governments. Marketing, as a science aiming for recognizing and satisfying customers’ needs, also has emphasized on considering consumers’ worriness about environmental problems. Marketers’ attempts to meet these needs introduced a new concept in marketing called green marketing.
As the reason of limited sources and competition pressure, companies need to recognize the target groups and segment their customers. Customers’ segementation based on their environmental attitudes has special importance for marketers and companies.
The major objective of this research is customers’ segmentation based on their intention for green products’ purchasing in Iraninan consuming market. Focal hypothesis behind this investigation was determination of the effect of demographic variables in segmentation of customers based on their intention for green purchasing.
Followed by literature review, nine factors of environmental-friendly purchasing behavior, pro-environmental activities, environmental knowledge, environmental concerns, recycling, effectiveness deem, natural resources’ conservation, economical factor, and skepticism about environmental claims were chosen as main factors of green purchasing intention.
This is a descriptive-surveyour kind of research. Statistical population of the research was the whole customers of chain supermarkets in Tehran.
A standard questionnaire which was previously used by Do Paco (2010) in Portugal were used for collecting data. To analyse the data, the Spss software (Version. 16) and statistical tests of factor analysis, cluster analysis, variance analysis and t-test were applied.
Reliability of the questions were approved by university professors and specialists and consistency were determined by Kronbach’s alpha test (∞=۰٫۸۵). Sample size was calculated for 385 persons which the same number of questionnaires were collected.
The results showed that the only factors that were not effective in customers’ segmentation in different clusters were age and income. Furthermore, customers can be segmented in three separate clusters based on their intention for green purchasing.
Key words: Green marketing, customer’s segmentation, environmental-friendly purchasing behavior

Shahed University of Tehran
Faculty of Humanities
The Thesis
Presented for the Master of Science Degree on Business Administration Marketing
Subject:
Consumer segmentation based on intentions to purchase green products in Iranian market
Thesis Supervisor:
Dr.Ahmad Sardari
Thesis Advisor:
Dr.Abdoul Reza Beyginia
By
Taimaz Hamayeli Mehrabani
Summer 2011

• Peattie, K., & Crane, A. ↑

• Ottman ↑

• Do Paco ↑

• Grant, J. ↑

• .Environmentally Friendly Product ↑

• . Marketing ↑

• McDonagh, P. &et al. ↑