Seventh Generation is a company producing products that limit the amount of negative impact on the environment. Their product line includes dishwashing liquid, toilet paper, paper towels, baby wipes, and laundry detergent, to name a few. Seventh Generation is now interested in producing a new line of clothing, mostly t-shirts, shorts, and long pants for both men and women. Their research indicates that they should use psychographic segmentation in their marketing strategy. Which group of segmentation variables will Seventh Generation be using?
A) Geographic location
B) Age, sex, and socioeconomic characteristics
C) Social class variables
D) Personality characteristics, motives, and lifestyles
E) Family life cycle, social class, and religion

Question

Quizplus · Accepted Answer

Psychographic segmentation is based on personality characteristics, motives, and lifestyles. Seventh Generation wants to create a new line of clothing, and they want to target people who share their values of limiting negative impact on the environment. By segmenting based on personality traits, motives, and lifestyles, they can target individuals who prioritize sustainability in their fashion choices.

Seventh Generation Is a Company Producing Products That Limit the Amount