Prediction of Consumer Purchase Intention on Green Product

Education to the public on green products has been widely carried out. Consumers who buy green products can be profiled by segmenting green consumers. In green marketing, consumer education on sustainable consumption is increasingly needed in recent years due to the problem of environmental pollution which poses a serious threat to the world population. Concern for the environment is an important topic in most countries, and individuals also study environmental issues. Individuals or groups of individuals who are “ecologically aware” are also referred to as “green consumers.” Such consumers are considered to have more concern for the environment. This study examined the predictions on the effect of the Green Perceived Value variables consisting of functional, conditional, and social values on the purchase intention of green consumers. It also tested the comparisons with other classification models. The models used in this research were Random Forest, Decision Tree, and Neural Network.