...Gary Akehurst; Carolina Afonso; Helena Martins Gonçalves Purpose This paper aims to re‐examine the determinants of ecologically conscious consumer behaviour (ECCB) by analysing the green consumer profile (socio‐demographic and psychographic variables), building on the work of Straughan and Roberts...

...V‐W. Mitchell For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement...