Predictive models are increasingly crucial in navigating heterogeneous markets. This study develops a predictive model approach to forecast consumer cluster membership in the green fast-moving consumer goods sector, focusing on bio-based products like adhesives and plasters. Through two online surveys in Germany, we identified key factors acting as drivers and barriers, demonstrating their effectiveness in distinguishing similar consumer segments across both product categories. Utilizing multinomial logistic regression, we crafted a prediction model that accurately forecasts cluster membership, providing novel insights into consumer behavior towards non-food bio-based products. This facilitates the development of targeted business and marketing strategies, optimizing resource allocation in market research activities. Our findings offer significant contributions to understanding the dynamics influencing consumer choices in the bio-based product market.
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Christian Mergel,
Prof. Dr. Klaus Menrad,
Dr. Thomas Decker
Construction and use of buildings is one of the highest users of global energy (34%) and one of the highest contributors to greenhouse gas emissions (37%). Using wood instead of carbon-intensive materials such as bricks reduces a building's embodied energy and is a more eco-friendly alternative. Since the quota of newly built wooden houses in Germany is still relatively low, gaining insights into the perspective of consumers is crucial. This study aims to investigate factors from a consumer perspective that influence the selection of wood as the primary building material for residential houses. Therefore, an online survey was conducted in Germany to gather data from individuals (N = 510) who either bought or built a house in the last 5 years. By conducting a logistic regression, we have identified six influencing factors for the selection of wood. Positive views on wood's eco-friendliness and emphasis on renewable materials are key factors in choosing wood. Higher age and living in rural areas also increase the likelihood of selecting wood, while concerns about value stability and durability have negative effects. We conclude that increasing information activities, raising awareness about wood's ecological benefits, and dispelling prejudices can significantly impact its selection as a preferred building material.
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Christian Mergel,
Dr. Thomas Decker,
Prof. Dr. Klaus Menrad
Die Entwicklung flexibel einsetzbarer Wohnkonzepte aus Holz für verschiedene Lebensphasen (,,Beziehungsgründer" und „Ruheständler") steht im Mittelpunkt dieses Projektes.
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