A multi-criteria decision model for enhancing green business and marketing strategies: insights from Pythagorean fuzzy-AHP
Essam Hussain Al Lawati et al.
What the paper says
Purpose This study aims to examine the role of technological advancements in enhancing green marketing practices and consumer engagement, with a particular focus on evaluating key decision-making criteria that influence the success of green marketing. Design/methodology/approach The study employs the Pythagorean fuzzy analytic hierarchy process (PF-AHP) to assess and rank multiple dimensions of green marketing. Criteria such as scalability, environmental impact, consumer acceptance and cost-effectiveness are evaluated to understand how technological developments impact the efficiency of green marketing. Findings The results indicate that scalability is the most critical factor influencing the effectiveness of green marketing, followed by environmental impact, consumer acceptance and cost-effectiveness. The findings highlight the need for integrative technological capabilities that ensure both operational scalability and market adaptability. Research limitations/implications The study is limited by its methodological focus on PF-AHP and the selection of criteria, which may not capture all contextual or sector-specific variables. Future research could explore additional decision-making frameworks or expand the criteria set to include dynamic consumer behaviour metrics and industry-specific technological trends. Practical implications Marketers and business decision-makers can use the findings to prioritize technological investments that enhance green marketing performance. By focusing on scalable, eco-efficient and user-accepted technologies, firms can improve both market engagement and environmental responsibility. The ranked criteria offer a strategic framework for evaluating and deploying green marketing initiatives. Social implications By identifying the key technological and strategic factors that enhance green marketing, this research supports broader environmental goals. It promotes practices that encourage higher consumer engagement with eco-friendly products, contributing to a more sustainable and responsible marketplace. Originality/value This study offers a novel application of the PF-AHP technique in the context of green marketing, providing actionable insights for marketers and policymakers. It emphasizes the strategic importance of scalability and consumer-centric innovation in achieving sustainable marketing outcomes.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.