Aware of the Low-Income Consumer: A Proposal for Segmentation

Abstract

This article aims to propose a segmentation of low-income consumers in relation to conscious consumption in Sao Paulo city. Justification for this proposal includes the size of the low-income segment, the importance of the issue, and the lack of academic papers that deal specifically with low-income consumers and consumer awareness. The article begins with theoretical results and then presents quantitative empirical research. A structured questionnaire that included demographic data and consumer awareness was used. Data were analyzed using descriptive statistics and multivariate analysis. The cluster analysis indicated the existence of four segments: healthy responsible, environmentally educated, aware, and unaware of the façade, each with different characteristics.