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Analytic Hierarchy Process: An Application in Green Building Market Research

Author

Listed:
  • Sharmin Attaran

    (Department of Marketing, Bryant University, USA)

  • Bilge Gokhan Celik

    (Department of Construction Management, Roger Williams University, USA)

Abstract

Sustainability has become a necessity in the building industry. In recent years, as the general public is more informed and aware of sustainability related issues, they are becoming major players in the decision making process regarding their built environment. However, there are still challenges with how sustainability is communicated to occupants and owners of buildings. As the global economic crisis is continuing, the marketing of green buildings needs to be refined to communicate the lifetime benefits of sustainability. One of the ways to develop effective marketing strategies, is to understand what the occupants value the most among many aspects of green buildings thus develop focused marketing solutions. Authors present a conceptual methodology using Analytic Hierarchy Process toward identifying consumer ranking and weights of a major green building rating system’s categories. Authors use sample non-representative data to illustrate the proposed methodology, while sharing preliminary qualitative data from the research in progress.

Suggested Citation

  • Sharmin Attaran & Bilge Gokhan Celik, 2013. "Analytic Hierarchy Process: An Application in Green Building Market Research," International Review of Management and Marketing, Econjournals, vol. 3(3), pages 122-133.
    • Handle: RePEc:eco:journ3:2013-03-4
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    References listed on IDEAS

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    1. Florin Mariasiu, 2013. "Consumers’ Attitudes Related to Biofuel Use in Transportation," International Review of Management and Marketing, Econjournals, vol. 3(1), pages 1-9.
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    Cited by:

    1. J. Claver & A. García-Domínguez & M. A. Sebastián, 2018. "Decision-Making Methodologies for Reuse of Industrial Assets," Complexity, Hindawi, vol. 2018, pages 1-17, February.

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    More about this item

    Keywords

    LEED; Sustainable Buildings; Sustainability Marketing; Occupant Value; Criteria Weightings; AHP;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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