Investigation of factors affecting consumers' green product purchasing behavior with artificial neural networks: Kırşehir province

This study examines the factors influencing green product purchasing behavior among consumers residing in the Central District of Kırşehir Province. Data collected from 581 participants through a questionnaire were analyzed using descriptive statistics, factor analyses, logistic regression, and artificial neural networks (ANN). A total of 87.8% of participants reported using green products. Factor analyses supported the construct validity of the scale, revealing key dimensions such as environmental sensitivity, health concerns, and access to information. Price, difficulties in product availability, and habitual behaviors emerged as the main barriers to green product consumption. Participants emphasized the need to raise consumer awareness and ensure reasonable pricing. ANN demonstrated higher classification performance, highlighting its effectiveness in modeling complex relationships. The findings contribute to strategies aimed at promoting sustainable consumption behaviors. Keywords: Green product, Consumer behavior, Artificial neural network, Logistic regression, Sustainability