Intelligent consumer purchase intention prediction system for green products

In this paper the authors model green behaviour by predicting consumers&rsquo; purchase intention using Kohonen&rsquo;s LVQ technique. It is envisaged that such a model may facilitate better understanding of green consumers&rsquo; 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&rsquo; 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.<br /