Can I read Prioritizing factors determining environmental responsibility using fuzzy analytical hierarchy process: evidence from India on EtoBox?

Prioritizing factors determining environmental responsibility using fuzzy analytical hierarchy process: evidence from India by Aashish Garg; Ran Singh Dhaliwal; Sanjay Gupta is a Economics, Econometrics and Finance article available to read on EtoBox.

What is Prioritizing factors determining environmental responsibility using fuzzy analytical hierarchy process: evidence from India about?

## Purpose From the last few decades, environmental issues have become a global concern. Consumption activities are given much attention in the marketing literature, whenever the question about protecting the environment arises. The responsibility of the consumer toward the environment is a major concern and the purpose of this study is to prioritize factors responsible for determining environmental responsibility among young consumers. This research will provide valuable insights to the marketers in targeting those particular areas which according to young consumers are highly ranked/prioritized for being environmentally responsible. ## Design/methodology/approach In this study, data were collected from 400 young consumers from Punjab and Chandigarh. Fuzzy analytical hierarchy process (F-AHP) was applied to prioritize or rank the factors on the basis of significance for being environmentally responsible. The primary factors considered for further analysis were knowledge and awareness, attitude, green consumer value, emotional affinity toward nature, willingness to act and environment-related past behavior. ## Findings Results of the study depicted knowledge and awareness as the hi

Who reads Prioritizing factors determining environmental responsibility using fuzzy analytical hierarchy process: evidence from India?

Author

Aashish Garg; Ran Singh Dhaliwal; Sanjay Gupta

Publisher

Emerald

Published

2021

Language

EN

Field

Economics, Econometrics and Finance (Social Sciences)