Abstract:

In this study, it is aimed to segment consumers in terms of attitudes towards the environment and their personality characteristics. In this context, perceived consumer effectiveness (PCE), environmental concern (EC), altruism, personality and ecologically conscious consumer behavior (ECCB) variables were included. The data has been obtained from the consumers living in the province of İstanbul via questionnaires. Consumers are grouped by Kohonen maps (SOM-Self Organizing Map) in terms of their environmental tendencies, and ıt was compared with K-Means cluster results. As a result of the research; according to SOM, respondents are divided into three groups as “potential green,” “active green” and “brown.” In the K-Means clustering analysis, the variables are grouped as “active green,” “potential green,” and “latent green.” Then the results were compared with the consumer groups, and two methods were mutually assessed.

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