Evaluating the efficiency of green innovation and marketing strategies for long-term sustainability in the context of Environmental labeling

• DOI: 10.1016/j.jclepro.2024.141870
• Publication Date: 2024-03-24T10:51:19Z
• Authors: Li Huang; Yasir Ahmed Solangi; Cosimo Magazzino; Sheeraz Ahmed Sol...
• Keywords: Green Marketing; Promotion (chess); Environmentally Friendly

In the contemporary landscape, as environmental concerns take center stage, consumers are increasingly urged to make ecologically friendly choices, facilitated by prevalence of labeling. This study undertakes a comprehensive investigation into influence labeling on customer purchasing behavior, with specific emphasis evaluating effectiveness green marketing and innovation initiatives. Using Fuzzy Analytical Hierarchy Process (AHP) Weighted Aggregated Sum Product Assessment (WASPAS) methodologies, research pinpoints elements tactics able consumer behavior in connection Therefore, seven factors, twenty-one sub-factors, six strategies identified. The results AHP show prominent role product attributes, promotion strategies, sustainability practices while seeking change regard addition, findings from WASPAS approach suggest that environmentally packaging, labeling, partnerships collaboration most successful strategies. this can help shape design more effective programs plans for encouraging sustainable purchases.