Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Mdpi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This study aims to develop a framework that enables green marketing practices to regulate the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the Marketing 4.0 period and to prioritize green furniture brands. The first stage was the literature review and decision-making group; it included GFBPC and the selection of three green furniture brands with the highest market value in Turkey. We then applied AHP to determine and prioritize benchmark weights, and TOPSIS to rank the performances of selected brands by GFBPC. We performed SA to test the accuracy of the findings. The results revealed that the Co-creation of Value and Pricing criteria have the highest value, and Brand Y is the best. Among the evaluation contributions of the study are a new understanding of green furniture performance criteria, and an integrated framework for new application methods for green marketing. With the Marketing 4.0 period, it is among the first of its kind to offer sustainable solutions to evaluate green marketing practices and increase the performance of green furniture brands in this regard. The results can help furniture industry stakeholders understand ways to compete in the green market and sustainable development.
Açıklama
Anahtar Kelimeler
sustainable development, green marketing, Marketing 4, 0, brand performance, green furniture
Kaynak
Sustainability
WoS Q Değeri
Q2
Scopus Q Değeri
Q1
Cilt
14
Sayı
17
