Marketing

Process (computing)

Engineering

Green marketing

Operating system

Data mining

Computer science

Visual arts

Relation (database)

Business

Operations research

Analytic network process

Process management

Analytic hierarchy process

Advertising

Artificial intelligence

Perspective (graphical)

Journal of Retailing and Consumer Services

This study contributes to current literature by constructing a model to evaluate how using green marketing to promote brand image affects consumers' purchase intentions. First, the decision-making trial and evaluation laboratory (DEMATEL) method was used to explore the mutual influence on evaluation indicators, and an influential network relation map (INRM) of indicators and sub-indicators was constructed based on the results. The DEMATEL method was then combined with the analytic network process to create a DANP method to calculate weights for each indicator and sub-indicator. A modified Vlse Kriterijumska Optimizacija Kompromisno Resenje (VIKOR) method was then employed to explore the comprehensive performance of each indicator and sub-indicator using empirical data. Finally, conclusions were summarised and suggestions were proposed. This study's findings can serve as a reference for firms seeking to improve the tangible effects of their green marketing strategies by stimulating consumers' purchase intentions.

Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective