Comprehensive evaluation method of marketing environmental quality under the background of sustainable development

Bo An and Chang Liu

International Journal of Sustainable Development, 2025, vol. 28, issue 2/3, 356-374

Abstract: In order to solve the problems of large relative average error of indicator weights, long calculation time, and low evaluation accuracy in traditional methods, the comprehensive evaluation method of marketing environmental quality under the background of sustainable development is proposed. The comprehensive evaluation index system of marketing environmental quality under the background of sustainable development was determined. The index data clustering was completed by using DPC algorithm and the weight of evaluation index was calculated by using principal component analysis method. The fuzzy comment set and evaluation matrix were established to obtain the fuzzy grey comprehensive evaluation results of marketing environmental quality, and the evaluation results were modified to complete the comprehensive evaluation of marketing environmental quality. The experimental results show that the maximum relative mean error of the index weight of this method is 0.091, the maximum weight calculation time is 2.947 s, the evaluation accuracy varies from 95%-99%.

Keywords: background of sustainable development; marketing environment; comprehensive evaluation; DPC algorithm; principal component analysis; PCA; fuzzy grey comprehensive evaluation. (search for similar items in EconPapers)
Date: 2025
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