Segmentation for environmental friendly products and its implication to product design: Indonesian context

Market share of environmental friendly products in Indonesia is still low, and its growth is still considerably slow. One way to overcome the problem is by creating the appropriate products to the appropriate consumers. Therefore, the ability to identify the characteristics of potential consumers is very important in order to be able to design the appropriate products group of consumers. This paper illustrates the segmentation of potential consumers of environmental friendly products in Indonesia, follows by the core benefit of environmental friendly products suitable for each segment. Segmentation is based on a study that was conducted to 355 visitors of 12 large malls in Jakarta. From this study, it is revealed that potential consumers of environmental friendly products could be divided into four segments based on psychological characteristics of consumers, which are degree of environmental concern and attitude toward buying environmental friendly products. At the end, the implication of this segmentation to product design will be presented.