Hybrid Fuzzy Multi-criteria Decision Making: Exploring Decisive Green Purchasing in Customer Relationship Management
Authors: Chun-mei Su, Der-Juinn Horng, Ming-Lang Tseng, and Anthony SF Chiu
Abstract
This study contributes to the impact of customer relationship management (CRM) on customer purchase intention related to green products from the perspective of firms in Taiwan’s food industry. Due to an increasing awareness of environmental effects, customers are more sensitive towards green products when making purchasing decisions. Consequently, food companies must understand and be aware of the effect of their green products on purchasing intention in their CRM model. Thus, this study focuses on CRM and green purchasing aspects for consumers’ purchase intention of green products, which continues to have shortcomings. This study identifies the debates, integrates the theory of planned behavior, and proposes to use the fuzzy Delphi method, fuzzy set theory, and importance-performance analysis. The primary finding is that a person’s effects, intention, and technology are significant to stimulate customer intention related to the purchase of green products.