Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps

This study uses self-organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on green consumption in Kuwait. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and non-linear patterns. The results show that major variables affecting green consumption are related to altruistic values, environmental concern, environmental knowledge, skepticism towards environmental claims, attitudes toward green consumption, and intention to buy green products. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data.