Selection of a Green Marketing Strategy Using MCDM Under Fuzzy Environment

The concept of green manufacturing has gained cognizance among manufacturers due to regulations imposed by the government and rising environmental consciousness of customers. Acknowledging the fact that green manufacturing can yield long-term economic and environmental gains with significant efforts channelized toward green marketing, firms are reinventing their marketing strategies. Although many researchers have discussed the importance as well as theory building of green marketing, none have analyzed the strategies under multi-criteria environment and with multi-stakeholder perspective, which is the novelty of this study. Here, a real-life case of a manufacturing firm has been considered, who wants to select an appropriate green marketing strategy for promoting its newly introduced green product, from four available strategies, namely (i) Lean Green, (ii) Defensive Green, (iii) Shaded Green, and (iv) Extreme Green. The firm's objective is to select the most appropriate strategy which is ideal for targeting green consumers. Integrated methodology of Fuzzy Analytical Hierarchy Process (Fuzzy AHP) and Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) is implemented for strategy selection, based on criteria such as green market size, price parity, and top management's commitment. It confirms accurate selection even with difference of opinion among stakeholders.