Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach

This study aims to develop a framework that enables green marketing practices to regulate the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the Marketing 4.0 period and to prioritize green furniture brands. The first stage was the literature review and decision-making group; it included GFBPC and the selection of three green furniture brands with the highest market value in Turkey. We then applied AHP to determine and prioritize benchmark weights, and TOPSIS to rank the performances of selected brands by GFBPC. We performed SA to test the accuracy of the findings. The results revealed that the Co-creation of Value and Pricing criteria have the highest value, and Brand Y is the best. Among the evaluation contributions of the study are a new understanding of green furniture performance criteria, and an integrated framework for new application methods for green marketing. With the Marketing 4.0 period, it is among the first of its kind to offer sustainable solutions to evaluate green marketing practices and increase the performance of green furniture brands in this regard. The results can help furniture industry stakeholders understand ways to compete in the green market and sustainable development.

Automated summary

This study aims to develop a framework to regulate the performance evaluation criteria of consumers and green furniture brands in the Marketing 4.0 period, and prioritize green furniture brands. By conducting a literature review and decision-making group, three green furniture brands with the highest market value in Turkey were selected and evaluated using AHP and TOPSIS methods. The results showed that Co-creation of Value and Pricing criteria were the most important, and Brand Y performed the best. The study contributes to a new understanding of green furniture performance criteria and an integrated framework for new application methods in green marketing.