Demonstrational Analysis On LOHAS Consciousness And Its Marketing Significance

LOHAS has become a popular concept all over the world.However,as a market segmentation concept from western countries,it's realistic significance in China has been questioned.Is there some relationship between consumers' behavior and their LOHAS consciousness?If LOHAS exist,what are the characteristics of them?whether LOHAS marketing is of practical significance?... These questions are worth further discussing.This study selected internet users as research object,and took ecotourism as a focal point.Taking the quantitative analysis(questionnaires survey and statistical analysis) as the dominant approach,and the qualitative analysis(literature review and in-depth interview) as the secondary approach,the study tried to explore the influence of LOHAS consciousness upon consumers' behavior.The results of this study indicate:1. Apparent differential indwell in LOHAS consciousness among the consumers of some different demographic variables.There are significant differences on LOHAS to different consumers in "marital status" and "age" variable.There are more high LOHAS in married group,Unmarried group is quite the opposite.High LOHAS consciousness is more prominent for those people who are aged.2. Apparent differential indwell in consumer behavior between high level LOHAS and low level LOHAS.There are significant differences on LOHAS to different consumers in the "selection criteria" and "evaluation after purchase" of ecotourism.The consumer motives of those high LOHAS consciousness consumers have more LOHAS characteristics.3. The correlation between consumers' LOHAS consciousness and ecotourism consumer-satisfaction is significant.Those consumers who have higher LOHAS consciousness have higher satisfaction.4. There exists hierarchy in consumers' LOHAS consciousness,every group has its own characteristics after clustering analysis. 5. According to in-depth interview,most interviewees hold a positive attitude toward LOHAS and support its marketing activity.They deem that LOHAS marketing has a positive effect in environmental protection and energy conservation. However,to most interviewees that whether the consequence of LOHAS appears or not during the consumption process was determined by their financial situation.Finally,this paper conclude some marketing implications of LOHAS lifestyle after data analysis and in-depth interview. Based on the conclusion,some suggestions were made for LOHAS marketers.