| The purpose of the study is to conduct clustering of young millennial consumer based on green values. After grouping, the clusters are analyzed based on altruism, materialism, pro-social attitudes and green behavior. This study was carried out on millennial young consumer aged 18-25 years. The results showed that respondents could be classified into three groups, namely the fresh green consumers, the light green, and the dark green consumers (do not look green). The fresh green consumers are most concerned about the effects on the environment, while the dark green is the opposite. Nearly half of the respondents are the light green, who consider environmental impacts in decision making, but are not always reflected in purchasing decisions. Among the three, Fresh Green clusters have the highest altruistic character. Consumer materialism in all clusters shows a moderate level. Fresh Green consumers are most prosocial, and their green behavior is quite high and the highest compared to the other two clusters. |