Segmentation of young university students according to their environmental consciousness. A Spain and Mexico cross-cultural analysis

The deterioration of the environment is a scientific fact that has been playing an increasingly important role in political and corporate agendas since the 1970s. We need to move to an economic model that encourage responsible consumption and the purchase of green products, growing the green consumer segment. If these strategies are to be effective, we need to understand more about consumer behaviour. Among the whole population, young university students are important because they will play the leading roles in politics and business. Through a sample of 420 Mexican students and 404 Spanish students, a survey has been conducted to describe their level of environmental consciousness. Three different segments have been identified in each country. Important similarities between the two countries can be identified, but also some differences. The results of this study can serve as a guide to design effective marketing strategies for companies and governmental organizations.