A comparative study on market segment characteristics that influence adoption of green products: a case of Runda and Nairobi dam estates

Abstract

Given the growing awareness of widespread environmental degradation facing current and future generations, environmentalism has been identified as potentially one of the biggest business issue that corporates must address in order to promote sustainable development. This has led to the emergence of green consumers, in a bid to drive the green agenda. According to the Green Growth report (2011), it was widely acknowledged that green growth and green product adoption in Kenya was less than ideal compared to the scenario in some of its counterparts. However, the Government of Kenya has already made progress in developing and implementing policies that promote the production and consumption of green products. The objectives of the study were to determine market segment characteristics that influence the adoption of green products, establish the level to which consumers in Runda and Nairobi Dam estates have adopted green products and to compare market segment characteristics that influence adoption of green products among residents of Runda and Nairobi Dam Estates. Literature was collected from various authors who focused on market segmentation, green products as well as factors influencing green product adoption. The research design used was a descriptive research study as it sought to further identify market segment characteristics of consumers who adopt green products by comparing consumers in Runda and Nairobi Dam Estates. The data was collected through semi-structured questionnaires. The study revealed that the respondents’ adoption of green products was influenced by behavioural, demographic, geographic and psychographic characteristics. Regarding the level of adoption of green products, the study revealed that 96.7 percent of the respondents were aware of green products and had therefore purchased and used them. On the other hand 95.0 percent of the respondents still use green products. However the study established that Runda residents are more aware of the green products and therefore have adopted these green products more as compared to the residents of Nairobi Dam estate