Value based segmentation of community stakeholders: Application for natural area management

Abstract

This paper reports on a research project which used people's values for natural areas as the basis for segmentation. The analysis was based on a categorization of natural area value into intrinsic, non-use, use (non-recreation), and recreation components. The data were derived from three population samples (the general public, environmentalists and farmers) consists of 2391 respondents from Australia. Five distinct clusters were identified: traditionals; pro-use; moderates; green recreationists; and pro-intrinsics. Clusters are described in terms of their value composition, relationship with the population samples, and sociodemographic variables. Potential uses of this segmentation for informing natural area management are discussed.