An Integrated Multi-Attribute Model for Evaluation of Sustainable Mobile Phone

Consumer preferences in sustaining and designing a product are a vital driver in a company's long-term strategy. In a supply chain management (SCM), realizing, configuring and analyzing consumer point of view and making sure the product is highly fitted to the consumer dimensions are essential responsibilities. For this purpose, a sustainable supply chain (SSC) can define a platform in order to reach consumer satisfaction. This paper examines the utility and factors related to the use of a phone in the market incorporating sustainable attributes. We firstly identify main factors and indicators that influence the selection of a sustainable phone. Thereafter, we propose decision analysis tools as decision-making trial and evaluation laboratory (DEMATEL) and analytical hierarchy process (AHP) for the realization of the cause, effect, and interrelation of the indicators. The comparisons between them report a high similarity while best and worst indicators are in the same positions. Best worst method (BWM) is then formulated in order to achieve optimal ranking and to express the importance. Counting on this information is of special relevance in marketing decision-making, where companies must look for competitive advantages prioritizing its product attributes, attending both to resources and to consumer preferences. For this project, we invited six experts in various areas (information science, consumer organizations, fair trade, public administration-cooperation office and telecommunication) to participate and fill the questionnaires. The results are analyzed by market experts in terms of comparison and conformity.