IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i11p4432-d1400533.html
   My bibliography  Save this article

Utilizing a Hybrid Approach to Identify the Importance of Factors That Influence Consumer Decision-Making Behavior in Purchasing Sustainable Products

Author

Listed:
  • Chun-Wei Chen

    (Department of Mechanical Engineering, National Chin-Yi University of Technology, Taichung 411030, Taiwan)

Abstract

Consumer decision-making behaviors play a pivotal role in the realm of purchasing sustainable products. It is crucial for businesses to understand the key factors that influence consumers’ choices in this context, especially if they aim to align with eco-friendly trends. Conventional methods are inadequate for accurately and successfully identifying the importance of factors that influence consumers’ decision-making behaviors in purchasing sustainable products and stem from a lack of holistic consideration. Conventional methods, like AHP, surveys, questionnaires, interviews, and focus groups, often do not fully consider the many aspects of consumer behavior related to sustainability. To address this gap, our study aims to (1) employ a hybrid approach, integrating conventional methods with cutting-edge machine-learning technology for predicting consumer’s decision-making behaviors in purchasing sustainable products; (2) demonstrate the practical application of this hybrid approach through the example of green furniture; and (3) provide a practical guide for identifying the importance of factors influencing consumers’ decision-making behaviors in purchasing sustainable products. This study will map out implications for the future of consumer decision-making behaviors in purchasing sustainable products. The hybrid approach to studying consumer decision making in sustainable product purchases, combining quantitative and AI methods. This methodology provides a comprehensive analysis of factors influencing environmentally friendly choices, fostering awareness and informed decision making. Businesses can use these insights to tailor strategies, enhance offerings, and meet the rising demand for sustainable products, contributing to environmentally responsible consumer behaviors and promoting economies of scale for sustainable products and innovation. This holistic understanding is crucial for creating a sustainable and socially responsible marketplace.

Suggested Citation

  • Chun-Wei Chen, 2024. "Utilizing a Hybrid Approach to Identify the Importance of Factors That Influence Consumer Decision-Making Behavior in Purchasing Sustainable Products," Sustainability, MDPI, vol. 16(11), pages 1-39, May.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4432-:d:1400533
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/11/4432/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/16/11/4432/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hong Wang & Baolong Ma & Rubing Bai, 2019. "How Does Green Product Knowledge Effectively Promote Green Purchase Intention?," Sustainability, MDPI, vol. 11(4), pages 1-13, February.
    2. Vargas, Luis G., 1990. "An overview of the analytic hierarchy process and its applications," European Journal of Operational Research, Elsevier, vol. 48(1), pages 2-8, September.
    3. Vaidya, Omkarprasad S. & Kumar, Sushil, 2006. "Analytic hierarchy process: An overview of applications," European Journal of Operational Research, Elsevier, vol. 169(1), pages 1-29, February.
    4. Canals, Jordi, 1999. "Managing Corporate Growth," OUP Catalogue, Oxford University Press, number 9780198296676.
    5. Branka Dropulić & Zoran Krupka, 2020. "Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 99-113.
    6. Dauvergne, Peter, 2013. "Eco-Business: A Big-Brand Takeover of Sustainability," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262018760, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ormerod, Richard J. & Ulrich, Werner, 2013. "Operational research and ethics: A literature review," European Journal of Operational Research, Elsevier, vol. 228(2), pages 291-307.
    2. Lucas, Rochelle Irene & Promentilla, Michael Angelo & Ubando, Aristotle & Tan, Raymond Girard & Aviso, Kathleen & Yu, Krista Danielle, 2017. "An AHP-based evaluation method for teacher training workshop on information and communication technology," Evaluation and Program Planning, Elsevier, vol. 63(C), pages 93-100.
    3. Siraj, Sajid & Mikhailov, Ludmil & Keane, John A., 2015. "Contribution of individual judgments toward inconsistency in pairwise comparisons," European Journal of Operational Research, Elsevier, vol. 242(2), pages 557-567.
    4. Zsuzsanna Katalin Szabo & Zsombor Szádoczki & Sándor Bozóki & Gabriela C. Stănciulescu & Dalma Szabo, 2021. "An Analytic Hierarchy Process Approach for Prioritisation of Strategic Objectives of Sustainable Development," Sustainability, MDPI, vol. 13(4), pages 1-26, February.
    5. Dong, Yucheng & Xu, Yinfeng & Li, Hongyi & Dai, Min, 2008. "A comparative study of the numerical scales and the prioritization methods in AHP," European Journal of Operational Research, Elsevier, vol. 186(1), pages 229-242, April.
    6. Tohid Atashbar, 2013. "Iranian Disease: Why a Developing Country's Government Did Not Listen to Economists' Advices," American Journal of Economics and Sociology, Wiley Blackwell, vol. 72(3), pages 732-760, July.
    7. Alessio Ishizaka & Enrique Mu, 2023. "What is so special about the analytic hierarchy and network process?," Annals of Operations Research, Springer, vol. 326(2), pages 625-634, July.
    8. Shapiro, Arnold F. & Koissi, Marie-Claire, 2017. "Fuzzy logic modifications of the Analytic Hierarchy Process," Insurance: Mathematics and Economics, Elsevier, vol. 75(C), pages 189-202.
    9. A Ishizaka & D Balkenborg & T Kaplan, 2011. "Influence of aggregation and measurement scale on ranking a compromise alternative in AHP," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(4), pages 700-710, April.
    10. Bakhtiar Feizizadeh & Thomas Blaschke, 2013. "GIS-multicriteria decision analysis for landslide susceptibility mapping: comparing three methods for the Urmia lake basin, Iran," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 65(3), pages 2105-2128, February.
    11. Macharis, Cathy & Bernardini, Annalia, 2015. "Reviewing the use of Multi-Criteria Decision Analysis for the evaluation of transport projects: Time for a multi-actor approach," Transport Policy, Elsevier, vol. 37(C), pages 177-186.
    12. A Ishizaka & D Balkenborg & T Kaplan, 2011. "Does AHP help us make a choice? An experimental evaluation," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(10), pages 1801-1812, October.
    13. Schneider, Frank, 2008. "Multiple criteria decision making in application layer networks," Bayreuth Reports on Information Systems Management 36, University of Bayreuth, Chair of Information Systems Management.
    14. Ana Tur-Porcar & Norat Roig-Tierno & Anna Llorca Mestre, 2018. "Factors Affecting Entrepreneurship and Business Sustainability," Sustainability, MDPI, vol. 10(2), pages 1-12, February.
    15. Bahram ABEDINIANGERABI & Somaye FATHI & Hossein JONOSH FARAHANI & Shirin KAMALIRAD & Narges SADEGHI GOLSHAN, 2014. "The MCDM Application in Urban Planning Projects. The CDS project of district 22 of Tehran Municipality," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 9(3), pages 55-69, August.
    16. Vatankhah, Sanaz & Bamshad, Vahideh & Altinay, Levent & De Vita, Glauco, 2023. "Understanding business model development through the lens of complexity theory: Enablers and barriers," Journal of Business Research, Elsevier, vol. 155(PA).
    17. Peng Sun & Jiawei Yang & Yongfeng Zhi, 2019. "Multi-attribute decision-making method based on Taylor expansion," International Journal of Distributed Sensor Networks, , vol. 15(3), pages 15501477198, March.
    18. Ferenc Bognár & Petra Benedek, 2022. "A Novel AHP-PRISM Risk Assessment Method—An Empirical Case Study in a Nuclear Power Plant," Sustainability, MDPI, vol. 14(17), pages 1-15, September.
    19. Ágoston, Kolos Csaba & Csató, László, 2024. "A lexicographically optimal completion for pairwise comparison matrices with missing entries," European Journal of Operational Research, Elsevier, vol. 314(3), pages 1078-1086.
    20. Csató, László, 2024. "Right-left asymmetry of the eigenvector method: A simulation study," European Journal of Operational Research, Elsevier, vol. 313(2), pages 708-717.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4432-:d:1400533. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.