Title: A study on the potential determinants of green idea in customer's purchasing decision-making process through the grey analytical network process (GANP) evaluated model

Authors: Ming-Yuan Hsieh

Addresses: Department of International Business, National Taichung University of Education, No. 14, Min-Shen Road, Taichung City, 40306, Taiwan

Abstract: This study attempts to cross-integrate the relation quality (RQ) and the consolidated measurements of the analytical network process (ANP) and grey analytical network process (GRA) in order comprehensively discussing the potential determinants of the green idea on customer's purchasing decision-making behaviours. As a result of the hierarchically and systematically evaluated measured consequences, 'green idea does positively trigger customer's consumption'. The most contribution of this study is not only to academically re-supply the traditional research assumption-gap that the customers may be stimulated by the green idea but also empirically offer the enterprises to re-consider and re-position the importance of the green potential effects; especially, the extensive customers have play the most decisive role in this customer-oriented diversified global market.

Keywords: green idea; relations quality; customer purchasing decisions; decision making behaviour; analytical network process; grey ANP; grey relational analysis; GRA; GANP; operational greening; environmental protection.

DOI: 10.1504/IJECRM.2012.051880

International Journal of Electronic Customer Relationship Management, 2012 Vol.6 No.3/4, pp.323 - 341

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 29 Jan 2013 *

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