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Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach

Author

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  • Tuğba Yeğin

    (Faculty of Economics and Administrative Sciences, Demir Celik Campus, Karabuk University, Karabuk 78050, Turkey)

  • Muhammad Ikram

    (School of Business Administration, Al Akhawayn University in Ifrane, Avenue Hassan II, P.O. Box 104, Ifrane 53000, Morocco)

Abstract

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.

Suggested Citation

  • Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10644-:d:898591
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    2. Margherita Bernabei & Marco Eugeni & Paolo Gaudenzi & Francesco Costantino, 2023. "Assessment of Smart Transformation in the Manufacturing Process of Aerospace Components Through a Data-Driven Approach," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(1), pages 67-86, March.

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