An Artificial Intelligence-Infused Trigonometric Fuzzy Model for Strategic Insights into Green Communication of Emerging Economies

Abstract

Green communication is important for businesses to achieve customer satisfaction and gain a significant competitive advantage. Therefore, improving the indicators is very significant for increasing the green communication performance of businesses. However, these improvements cause cost increase for businesses. Hence, there is a significant need for a priority analysis on the variables that will affect the green communication performance of businesses to use the budget more effectively. The purpose of this study is to evaluate important indicators of effective green communication for the companies. For this purpose, a novel model is proposed that has mainly two different parts. In this process, the evaluations of three decision makers are taken into consideration. At the first stage, selected indicators are examined by using artificial intelligence-based sine trigonometric Pythagorean fuzzy decision-making trial and evaluation laboratory (DEMATEL). Secondly, emerging seven countries are ranked according to the performance of the green communication. In this context, artificial intelligence-based sine trigonometric Pythagorean fuzzy ranking technique by geometric mean of similarity ratio to optimal solution (RATGOS) technique is taken into consideration. Moreover, these countries are also ranked by using additive ratio assessment (ARAS) methodology to make a comparative evaluation. The main contribution of this study is that artificial intelligence methodology is integrated with the fuzzy decision-making model. Artificial intelligence methodology is considered to generate decision matrix. With the help of this situation, more appropriate calculations can be made. Proposing RATGOS methodology to the literature by the authors is another significant contribution of this proposed model. To overcome criticisms regarding the existing ranking decision-making techniques in the literature, RATGOS model is generated by making computations with geometrical mean. Owing to this issue, it can be possible to reach more effective solutions. The findings demonstrate that informativeness is the most crucial issue for the improvement of green communication performance of the companies. Meeting customer expectation is another important situation that should be taken into consideration in this manner. Considering these findings, it would be appropriate to establish sectoral standards and guidelines to provide information in green communication. Thanks to these standards, it is possible for companies to provide detailed and comprehensive information to their customers. The ranking results of both RATGOS and ARAS are the same that gives information about the consistency and coherency of the proposed model. The ranking results indicate that China and Russia are the most successful emerging countries with respect to the green communication performance.