Clustering consumers due to their awareness and beliefs towards sustainable products

Aim: To identify consumer segments due to their awareness and beliefs regarding sustainable products and to determine the structure of these segments. Methods: A quantitative approach was used. The questionnaire containing 24 variables was conducted using an online survey. 570 correctly completed records were obtained. The analysis used a multidimensional exploratory technique - cluster analysis: Ward's method and then k-means. Results: As a result, 3 consumer segments were identified. These are: (1) unaware and unconvinced (26% of the sample), (2) hesitant (35%) and (3) conscious believers (39%). Practical implications: Based on the results obtained, it was found that there are consumer segments that differ in terms of awareness and beliefs regarding sustainable products. This classification can be the basis for differentiating marketing activities. Producers and distributors can create marketing strategies and use various marketing instruments to best tailor the message promoting the sustainability of products to specific consumer groups. Contribution: Identification of the product sustainability degree model. Identification of clusters (segments) of consumers that differ in terms of awareness and beliefs towards sustainable products. Identification of the structure of these segments.