| Title |
Applying a multiple criteria decision-making approach to establishing green marketing audit criteria |
| ID_Doc |
75315 |
| Authors |
Chen, HC; Yang, CH |
| Title |
Applying a multiple criteria decision-making approach to establishing green marketing audit criteria |
| Year |
2019 |
| Published |
|
| DOI |
10.1016/j.jclepro.2018.10.327 |
| Abstract |
Green marketing strategy has increasingly become a sustainable business operation goal, and Green Marketing Audit (GMA) is an effective measurement tool. In order to satisfy the green marketing quality assurance, the tight integration of green marketing missions, competition, stakeholders' requirements, and business activities are necessary. This study focuses on the establishment of green marketing audit criteria and priority sequence, using Multiple Criteria Decision Analysis (MCDA) to combine the Analytic hierarchy process (AHP) and Decision Making Trial and Evaluation Laboratory (DEMATEL) techniques. The major contributions of this study are as follows: (1) the proposed model provides a new practical architecture of GMA, which incorporates the experience and judgment of professional experts, and satisfies the needs of existing internal auditing operations; and (2) the GMA evaluation shows that linking the green marketing activities and firm performance contributes to the development of green marketing strategy management in Taiwan. (C) 2018 Elsevier Ltd. All rights reserved. |
| Author Keywords |
Green marketing strategy; Green marketing audit (GMA); Analytic hierarchy process (AHP); Decision making trial and evaluation laboratory (DEMATEL); Multiple criteria decision analysis (MCDA) |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000456762600023 |
| WoS Category |
Green & Sustainable Science & Technology; Engineering, Environmental; Environmental Sciences |
| Research Area |
Science & Technology - Other Topics; Engineering; Environmental Sciences & Ecology |
| PDF |
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