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 /

Green decisions : demographics and consumer understanding of environmental labels

This research examined the demographic profiles of Australian green consumers in relation to their satisfaction of environmental labelling. It examined consumers&rsquo; understanding of labelling and empirically investigated the association of demographic profile of consumers with their attitudes towards such labels. The results indicated that some of the demographic variables were significant, which is largely consistent with earlier findings by other researchers in this area. Label dissatisfaction was higher in the older and middle age respondents. However, some respondents disagreed that labels were accurate while commenting that labels were easy to understand. The key issue arising from the findings is that in order to provide perception of accuracy in labels, it is an option to use Type I or Type III labelling on products. These labels are, arguably, more credible because they are endorsed by third party labelling experts. This would come at a cost and for green products that use third party labelling, they will also have to bear in mind to keep the prices competitive.<br /