|
Abstract:
|
A rapid growth of the population for many countries is willing to pay more for healthily, ethically and environmentally friendly products. Most customers agree their concerns about the environmental. But, emerging evidences show that many green products have not achieved the level of market success. A more complementarily model to understand the true potential of green market is required. Products with eco-labels reveal the potential valuation of environmental attributes in market. In this study, the means-end method (MEC) is used to model customer's value for organic cotton products. The associate pattern technique (APT) measured by fuzzy associate rule. The fuzzy associate is useful in large-scale data and is a structure method for measuring MEC. The Ordinal Logistic Regression was used to estimate willingness-to-pay (WTP) in different customer cognitive model.
|
