IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-981-96-2548-2_15.html
   My bibliography  Save this book chapter

An Intuitionistic Fuzzy Full Consistency Method for Analysing Green Buying Behaviour

In: Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1

Author

Listed:
  • Aparajita Sanyal

    (Amity University Kolkata)

  • Sanjib Biswas

    (Amity University Kolkata)

  • Sriparna Guha

    (Amity University Kolkata)

Abstract

Over the last few decades, there has been an increasing interest of the customers to buy green products. It is imperative to know whether there is any gap between the purchase intention and the actual buying decision for green products. This research aims to unearth the dynamics of factors (“driving force or DF”) driving the purchase intention and the factors (“restraining force or “RF”) opposing the intention to convert into a purchase. This research proposes a novel force field analysis (FFA) framework using the full consistency method (FUCOM). FUCOM is used to derive the weights of various DFs and RFs to obtain the aggregated impact scores (AIS). The work involves the opinions of 109 customers. The researchers use intuitionistic fuzzy numbers (IFN) to offset the bias in the subjective opinions. Product composition (DF1) and health consciousness (DF3) are the top two driving forces, while the major challenges are low product utility (RF5) and lack of awareness (RF4). The AIS of DFs is higher than that of the RFs. This work has the advantage of including the inherent capability to check consistency and consideration of both membership and non-membership grades. The approach of the present work shall be of interest to the decision-makers.

Suggested Citation

  • Aparajita Sanyal & Sanjib Biswas & Sriparna Guha, 2025. "An Intuitionistic Fuzzy Full Consistency Method for Analysing Green Buying Behaviour," Springer Proceedings in Business and Economics, in: D P Goyal & Suprateek Sarker & Somnath Mukhopadhyay & Basav Roychoudhury & Parijat Upadhyay & Pradee (ed.), Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, chapter 15, pages 283-310, Springer.
    • Handle: RePEc:spr:prbchp:978-981-96-2548-2_15
    DOI: 10.1007/978-981-96-2548-2_15
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-981-96-2548-2_15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.