Editing Market segmentation (section)

==== Attitudinal segments ====

Attitudinal segmentation provides insight into the mindset of customers, especially the attitudes and beliefs that drive consumer decision-making and behaviour. An example of attitudinal segmentation comes from the UK's Department of Environment which segmented the British population into six segments, based on attitudes that drive behaviour relating to environmental protection:<ref>Simkin, L., "Segmentation," in Baker, M.J. and Hart, S., ''The Marketing Book,'' 7th ed., Routledge, Oxon, UK, 2016, pp. 271–294</ref>

* '''Greens''': Driven by the belief that protecting the environment is critical; try to conserve whenever they can
* '''Conscious with a conscience''': Aspire to be ''green''; primarily concerned with wastage; lack awareness of other behaviours associated with broader environmental issues such as climate change
* '''Currently constrained''': Aspire to be ''green'' but feel they cannot afford to purchase organic products; pragmatic realists
* ''' Basic contributors''': Skeptical about the need for behaviour change; aspire to conform to social norms; lack awareness of social and environmental issues
* '''Long-term resistance''': Have serious life priorities that take precedence before a behavioural change is a consideration; their everyday behaviours often have a low impact on the environment, but for other reasons than conservation
* '''Disinterested''': View ''greenies'' as an eccentric minority; exhibit no interest in changing their behaviour; may be aware of climate change but have not internalized it to the extent that it enters their decision-making process.