Resumen
The consumer plays a key role in resource conservation; therefore, it is important to know consumer behavior to identify consumer profiles and to promote pro-environmental practices in society that encourage resource conservation and reductions in waste generation. The purpose of this paper is to implement a fuzzy model to evaluate consumer behavior in relation to three pro-environmental practices that can be implemented at the household level, including reductions in resource consumption (reduce), reuse of resources (reuse), and recycling (recycle). To identify socio-demographic profiles that characterize an environmentally responsible consumer, 2831 surveys were applied on a representative sample of consumers residing in a Mexican city. Fuzzy logic and neural networks were applied using a Sugeno-type subtractive clustering to determine each profile. The model input variables were socioeconomic status, age, education level, monthly income, occupation and the type of organizations with which the consumer is affiliated. The output variables were represented by pro-environmental practices. Results show that the consumer practices are performed independently of each other, with the most frequent pro-environmental consumer practices being reduction and reuse.