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

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.

Development Goals towards Sustainability

“…These include energy-efficient appliances, electric vehicles, and sustainable construction materials. By encouraging the use of green products and services, green technology helps to reduce the environmental impact of consumption [47].…”

Additive manufacturing process selection for automotive industry using Pythagorean fuzzy CRITIC EDAS

“…Multi-criteria decision making (MCDM) methods are often used to analyze complicated decision-making problems including many and conflicting criteria and a set of alternatives, and are applied to a wide range of problems e.g. prioritization of renewable energy projects [29], assessment of information system governance [30], selection of ideal structural system [31], evaluation of seismic strengths of educational and hospital buildings [32,33], performance ranking of brands [34], logistics quality analysis [35] and even pandemic readiness analysis [36].…”

Digitization, Marketing 4.0, and Repurchase Intention in E-Tail

“…Some studies have used the unified theory of acceptance and use of technology (UTAUT I & II) (Palos Sanchez et al, 2021) as an underpinning theory for investigating OCE and repurchase intention (Khan et al, 2022;Hunag, 2023). Previous literature indicates the use of Marketing 4.0 (partially) to examine the evaluation of brands (Yeğin & Ikram, 2022), brand perception (Yasar & Korkusuz Polat, 2022), customer satisfaction and engagement (Ghonim et al, 2022).…”