A new MOOSRA method for assessing the green marketing strategy under uncertainty

Over the last few years, the green production concept has received more attention from producers due to the government's environmental laws and the raising of customers' environmental awareness. Companies are innovating their marketing strategies, recognizing the fact that with significant efforts directed toward green marketing, green manufacturing can have long-term economic and environmental profits. In addition, to create a competitive advantage in line with sustainable development objectives, companies seek to choose green marketing strategies. Therefore, this paper presents a developed method for evaluating green marketing strategies based on the MOOSRA method; then extends it with the system ratio concept from the MOORA method. After that, for weighting the influential criteria in the evaluation of green marketing strategies, the BWM is applied. Compared to the AHP method, the BWM has fewer pairwise comparisons and a higher compatibility rate. Additionally, Fuzzy sets are used to deal with real-world uncertainty. In other words, the MOOSRA-based evaluation method and the BWM weighting method are both developed in the fuzzy environment. Afterward, a practical example is presented to demonstrate the effectiveness of the proposed model in evaluating green marketing strategies

Keywords:

Green marketing strategies , BWM , MOOSRA method , MOORA method , Fuzzy sets