Evaluating the efficiency of green innovation and marketing strategies for long-term sustainability in the context of Environmental labeling
Shaanxi University of Technology · Jiangsu University · +2 more institutions
Abstract
In the contemporary landscape, as environmental concerns take center stage, consumers are increasingly urged to make ecologically friendly choices, facilitated by the prevalence of environmental labeling. This study undertakes a comprehensive investigation into the influence of environmental labeling on customer purchasing behavior, with a specific emphasis on evaluating the effectiveness of green marketing and innovation initiatives. Using the Fuzzy Analytical Hierarchy Process (AHP) and Fuzzy Weighted Aggregated Sum Product Assessment (WASPAS) methodologies, the research pinpoints the elements and tactics able to influence consumer behavior in connection to environmental labeling. Therefore, seven factors,…
Citation impact
- FWCI
- 46.41
- Percentile
- 100%
- References
- 79
Authors
4Topics & keywords
- Green marketing
- Sustainability
- Business
- Promotion (chess)
- Marketing
- Product (mathematics)
- Context (archaeology)
- Analytic hierarchy process