Marketing Strategies Evaluation and Selection for Supply Chain Management Under Uncertainty

Sustainable marketing, often known as green marketing, has grown in popularity over the last two decades. Government is currently putting pressure to encourage firms to become environmentally aware in multiple aspects like human and financial utilization, advertisement, and product movement. Different types of companies are including many environmental campaigns into their own products to take advantage of the problem. Although many scholars have addressed the relevance of green marketing as well as theory development, this study is unique in that it examines both techniques in a fuzzy context. The integrated Fuzzy Multicriteria Decision Making Model (MCDM) of the analytical hierarchy process (AHP) and a Portuguese-acronymous MCDM method (TODIM) are used to select the best marketing strategy from five alternatives: (i) Green Design, (ii) Green Positioning, (iii) Green Pricing, (v) Green Packaging, and (iv) Green Disposal. based on criteria such as the scale of the green market, price parity, and the commitment of top management. A fuzzy MCDM model for evaluating green marketing strategies was established in the study as contributions for decision-makers in this field under unclarified circumstances. This research also a useful guideline for ranking alternatives in others industry.