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Research indicates that the environment has had a definite impact on consumer behaviour whereby suggesting to target consumers according to their environmental beliefs. This study investigated the consumers\u27 green purchase behaviour using price and quality attributes as contributors to the formation of purchase intention. It attempts to construct a model that may facilitate the better understanding of green consumers\u27 market segments through the use of an intelligent soft computing model. The model is designed to incorporate knowledge, beliefs, demographic profiles and situational variables. This potentially provides a more direct method for companies to gauge consumers\u27 intention to purchase green products. The results showed strong preference for companies to place higher priority on reducing pollution than on increasing profitability. It highlighted different clusters that demonstrate various levels of the strength of intention to purchase and market segment profiles.<br /

journal of targeting, measurement and analysis for marketing

Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention