Where academic tradition
meets the exciting future

You are here: TUCS > PUBLICATIONS > Publication Search > Visual Data-Driven Profiling o...

Visual Data-Driven Profiling of Green Consumers

Annika Holmbom, Peter Sarlin, Zhiyuan Yao, Tomas Eklund, Barbro Back, Visual Data-Driven Profiling of Green Consumers. In: Proceedings of the International Conference on Information Visualization, 291–298, IEEE, 2013.

http://dx.doi.org/10.1109/IV.2013.37

Abstract:

There is an increasing interest in green consumer behavior. These consumers are ecologically conscious and interested in buying environmentally friendly products. Earlier efforts at identifying these consumers have relied upon questionnaires based on demographic and psychographic data. Most of the studies have concluded that it is not possible to identify a unanimous profile for a green consumer, because: (1) there might be several profiles for green consumers, and (2) in questionnaires, consumers tend to answer according to their intentions, not according to actual behavior.We apply a new method, the Weighted Self-Organizing Map (WSOM) for visual customer segmentation in order toprofile green consumers. The consumers are identified through a data-driven analysis based on actual transaction data, including both demographic and behavioral information. The WSOM accounts for the ’degree’ of how green a consumer is by giving a larger weight to consumers who buy more green products. The identified profiles are verified by comparison to earlier research.

BibTeX entry:

@INPROCEEDINGS{inpHoSaYaEkBa13a,
  title = {Visual Data-Driven Profiling of Green Consumers},
  booktitle = {Proceedings of the International Conference on Information Visualization},
  author = {Holmbom, Annika and Sarlin, Peter and Yao, Zhiyuan and Eklund, Tomas and Back, Barbro},
  publisher = {IEEE},
  pages = {291–298},
  year = {2013},
}

Belongs to TUCS Research Unit(s): Data Mining and Knowledge Management Laboratory

Publication Forum rating of this publication: level 1

Edit publication