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

Xiaobing Liu, Zhijun Xu and Chunguang Bai

International Journal of Networking and Virtual Organisations, 2016, vol. 16, issue 4, 362-376

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.

Keywords: green marketing; green SCM; supply chain management; GSCM; driver evaluation; automobile industry; automotive supply chains; China; grey numbers; DEMATEL; MCDM; multicriteria decision making; top management commitment; government support; consumer awareness. (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=81653 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijnvor:v:16:y:2016:i:4:p:362-376

Access Statistics for this article

More articles in International Journal of Networking and Virtual Organisations from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().