Abstract
The purpose of this study is to identify and profile potential segments of users of energyefficient
appliances in South Africa. Although previous studies have investigated eco-friendly
consumer segments, a segmentation of users of energy-efficient appliances based on
consumption values and other key antecedents to the adoption of energy-efficient products
such as purchase intention and consumers’ attention to environmental labels is lacking. Using
data obtained from a survey involving 550 users of appliances with energy rating living in the
Gauteng province, this study applied the cluster analysis to identify the relevant segments.
Three distinctive segments were identified and appeared to significantly differ across
consumption values, the intention to purchase energy-efficient products and the attention paid
to the energy-efficiency rating of the product in a purchase situation. The segments were
further profiled across demographic variables. Important recommendations were made for
policy makers and marketing practitioners.