Title: Drivers' evaluation to implement green marketing practices in automobile industry of China

Authors: Xiaobing Liu; Zhijun Xu; Chunguang Bai

Addresses: Faculty of Management and Economics, Dalian University of Technology, Linggong Street 2#, Dalian, 116024, China ' Faculty of Management and Economics, Dalian University of Technology, Linggong Street 2#, Dalian, 116024, China ' School of Management Science and Engineering, Dongbei University of Finance and Economics, Jianshan Street 217 Dalian, 116025, China

Abstract: Green marketing practices are an important green supply chain management (GSCM) activity due to retailer's environmental practices will guide customers green consumption and enhance the environmental performance of the entire supply chain. To successful implement green marketing management, we should identify the various factors which drive retailers to implement green marketing practices. However, these drivers' relationship and the role in the implementation of green marketing practices are not to be considered in the literature. This paper will develop a grey multiple criteria decision making methodology to analyse the relationship among the drivers within the implementation of green marketing practices. Combine three-parameter interval grey number and DEMATEL method to evaluate the relationship among the considered drivers in the automobile industry of China. Finally, we found that top management commitment, government support and consumer awareness are the most important drivers.

Keywords: green marketing; green SCM; supply chain management; GSCM; driver evaluation; automobile industry; automotive supply chains; China; grey numbers; DEMATEL; MCDM; multicriteria decision making; top management commitment; government support; consumer awareness.

DOI: 10.1504/IJNVO.2016.081653

International Journal of Networking and Virtual Organisations, 2016 Vol.16 No.4, pp.362 - 376

Received: 16 Mar 2015
Accepted: 06 Sep 2015
Published online: 19 Jan 2017 *

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