Market Segmentation by Five Types of Consumer Consciousness and Cluster-Based Analysis of Sustainable Consumption Behavior

Consumer consciousness types are a key driver of sustainable consumption, and understanding them forms the foundation for developing effective sustainable marketing strategies.This study segmented the consumer market based on five types of consciousness-environmental, health, economic, novelty, and social-and analyzed differences in sustainable consumption among the segments.A survey of 618 Korean consumers revealed three distinct consumer clusters: Advocates (32%), Pragmatics (35%), and Observers (33%).Advocates scored highest across all consciousness types and exhibited the most active attitudes toward sustainable consumption including awareness, interest, preference, experience, and purchase intention.Pragmatists emphasized health and economic values but showed relatively lower levels of novelty and social