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Drivers' evaluation to implement green marketing practices in automobile industry of China

Author

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  • Xiaobing Liu
  • Zhijun Xu
  • Chunguang Bai

Abstract

Green marketing practices are an important green supply chain management (GSCM) activity due to retailer's environmental practices will guide customers green consumption and enhance the environmental performance of the entire supply chain. To successful implement green marketing management, we should identify the various factors which drive retailers to implement green marketing practices. However, these drivers' relationship and the role in the implementation of green marketing practices are not to be considered in the literature. This paper will develop a grey multiple criteria decision making methodology to analyse the relationship among the drivers within the implementation of green marketing practices. Combine three-parameter interval grey number and DEMATEL method to evaluate the relationship among the considered drivers in the automobile industry of China. Finally, we found that top management commitment, government support and consumer awareness are the most important drivers.

Suggested Citation

  • Xiaobing Liu & Zhijun Xu & Chunguang Bai, 2016. "Drivers' evaluation to implement green marketing practices in automobile industry of China," International Journal of Networking and Virtual Organisations, Inderscience Enterprises Ltd, vol. 16(4), pages 362-376.
    • Handle: RePEc:ids:ijnvor:v:16:y:2016:i:4:p:362-376
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    Cited by:

    1. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.

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