Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling

Reza Aghlmand, Mohammad Gheibi (), Amir Takhtravan and Zahra Kian
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Reza Aghlmand: Ferdowsi University of Mashhad
Mohammad Gheibi: Ferdowsi University of Mashhad
Amir Takhtravan: Birjand University of Technology
Zahra Kian: Amirkabir University of Technology

SN Business & Economics, 2022, vol. 2, issue 8, 1-33

Abstract: Abstract Business has always been conducted between races and nations through the history, whereas lack of communication has hindered products accessibility. In other words, trading was limited to special regions, products, and routes. Recent improvements in technology have facilitated communication and solved such problem, but a new problem has been posed. The enormous amount of information is too much to be processed. Technological improvements in the last decades have influenced business, economics, and banking and electronic systems are now vital tools for business and marketing. Studies show that the green marketing is so pervasive and its sudden improvements will adversely or positively affect fields of Politics (P), Economics (E), Society (S), Technology (T), Legislation (L) and Environment (E). Among the fields, Economics has both internal and external factors and the green marketing makes business more competitive in both of these aspects. Predicting the future conditions of green marketing and business could be helpful for decision makers of macroeconomic and microeconomic policies. This study aims to analyze green marketing’s role for consumer goods in Iran, using future studies methods of Delphi and Scenario Building by integration of Porter’s five forces and Political, Economic, Socio-Cultural and Technological (PESTLE) analysis. Then, indicators of Delphi and Scenario Building are weighted and prioritized by Simple Additive Weighting (SAW) and Analytic Hierarchy Process (AHP) methods, respectively. Inter-organization databases will play a vital role in green marketing where Delphi method predicts data management and Scenario Building method indicates the importance of brands for rare products and cyber security for the government.

Keywords: Green marketing; Delphi method; Simple Additive Weighting; Scenario Building Method; Analytic Hierarchy Process (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s43546-022-00273-8

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