Target Group Segmentation — Why Knowing Your Audience Is Important

This chapter argues for the benefits of segmenting the target group in an environmental communication campaign. Based on findings and practices in marketing, different segmentation approaches are introduced and discussed, such as demographic segmentation, geographic segmentation, behavioural segmentation, and psychometric segmentation. Since the focus of this book is primarily psychological, the last approach is discussed in more depth. Different ways to segment based on psychological criteria are presented, such as value-based segmentation, personality-based segmentation, and lifestyle-based segmentation. Finally, a stage model of behaviour change is introduced as a novel tool for target group segmentation. In the last section of the chapter, the possibilities of new information technology for targeted communication with consumer segments are critically discussed.