Journal
SUSTAINABILITY
Volume 10, Issue 6, Pages -Publisher
MDPI
DOI: 10.3390/su10061772
Keywords
green aviation product; market segmentation; technology enthusiast; sustainability
Ask authors/readers for more resources
The Indonesia government's pledge on moderation climate change and greenhouse gas decline will affect the development of energy and transportation. However, shifting to these new green products is naturally problematic. Recognizing the prospective customer is even more challenging if there is no prediction base. This study is concentrated on discerning the inclinations to forecast the potential consumers by applying Schwartz's Portrait Value Questionnaire (PVQ), mediated with three established groups, namely: the (1) LOHAS (Lifestyle of Health and Sustainability); (2) traditionalists and (3) career-oriented. By referring to five diffusions of an innovation model, the adopters who are prospectively using the green aviation are assessed. The negative path to technology enthusiast and visionaries denote no market. However, if these two niches are found, they will become the focal point for segmenting the market. The relationship among the constructs is assessed using structural equation modeling on 178 samples that are residing in main cities of Indonesia.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available