Evaluation of Green Marketing Strategies by Considering Sustainability Criteria

The purpose of this study is to identify and prioritize green marketing strategies in the food industry by taking sustainability goals into consideration since it very difficult select when considering criteria their implementation. Therefore, necessary use an appropriate solution these strategies. For purpose, are recognized. Then, screened using fuzzy Delphi method. Subsequently, stepwise weight assessment ratio analysis method, weighted according expert recommendations. Next, Iranian ranked several multiple decision-making methods: additive assessment, complex proportional technique for order preference similarity ideal solution, Viekriterijumsko Kompromisno Rangiranje methods. Finally, results integrated with help Copeland method choose best indicated that ‘minimizing waste’, environmental impacts’, ‘consumer participation’ had highest weight. In addition, ‘development waste reduction technology, market research detect needs’, ‘use recycled or reusable materials products’ received a higher rank.