Abstract
In this paper the authors model green behaviour by predicting consumers’ purchase intention using Kohonen’s LVQ technique. It is envisaged that such a model may facilitate better understanding of green consumers’ market segments. The model employs cognitive, affective, and situational attributes of consumers to predict their purchase intention. The model can, potentially, provide a more direct method for companies to gauge consumers’ intention to purchase green products. The results indicate that consumers are more strongly resistant to lower quality than higher prices of green products in comparison to other alternative non-green products.
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Khosla, R., D’Souza, C., Taghian, M. (2005). Intelligent Consumer Purchase Intention Prediction System for Green Products. In: Khosla, R., Howlett, R.J., Jain, L.C. (eds) Knowledge-Based Intelligent Information and Engineering Systems. KES 2005. Lecture Notes in Computer Science(), vol 3684. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11554028_105
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DOI: https://doi.org/10.1007/11554028_105
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-28897-8
Online ISBN: 978-3-540-31997-9
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