ABSTRACT
Pharmaceutical pollution requires special attention in order to reduce pharmaceutical health hazards. The objective of the study is to identify environmentally sensitive segments of physicians using their self-reported environmental parameters and value orientation as a way to study green marketing to physicians, still an emerging field in India. This research is based on data gathered from a field survey using a self-administered questionnaire, administered to a sample population of physicians that was selected using convenience sampling. Factor analysis and cluster analysis identify five distinct clusters which are further profiled with respect to their socio-demographic characteristics. Different segments of physicians, with respect to their environmental value orientation, require specific strategic attention from pharmaceutical marketers in order to embrace greener alternatives to traditional pharmaceuticals. This work provides evidence of the existence of a viable market for drugs with lower environmental impacts, and offers a sound theoretical context to construct targeting strategies to attract physicians who reflect different levels of environmental sensitivity.
