Digital Library of the European Council for Modelling and Simulation

Title:	Using DEMATEL To Explore The Relationship Of Factors Affecting Consumers’ Behaviors In Buying Green Products
Authors:	Walailak Atthirawong, Wariya Panprung, Kanogkan Leerojanaprapa
Published in:	(2018). ECMS 2018 Proceedings Edited by: Lars Nolle, Alexandra Burger, Christoph Tholen, Jens Werner, Jens Wellhausen European Council for Modeling and Simulation. doi: 10.7148/2018-0005 ISSN: 2522-2422 (ONLINE) ISSN: 2522-2414 (PRINT) ISSN: 2522-2430 (CD-ROM) 32nd European Conference on Modelling and Simulation, Wilhelmshaven, Germany, May 22^nd – May 26^5h, 2018
Citation format:	Walailak Atthirawong, Wariya Panprung, Kanogkan Leerojanaprapa (2018). Using DEMATEL To Explore The Relationship Of Factors Affecting Consumers’ Behaviors In Buying Green Products, ECMS 2018 Proceedings Edited by: Lars Nolle, Alexandra Burger, Christoph Tholen, Jens Werner, Jens Wellhausen European Council for Modeling and Simulation. doi: 10.7148/2018-0317
DOI:	https://doi.org/10.7148/2018-0317
Abstract:	The main purpose of this paper is to analyze factors influencing consumers’ behaviors in buying green products by applying Decision-making Trial and Evaluation Laboratory (DEMATEL) method. Nine criteria i.e. perception on environmental concerns (A), safety and health concerns (B), green packaging (C), convenience to buy (D), environmental attitude (E), subjective norms (F), green product management (G), environmental laws (H) and perceived value (I) were employed from the previous study by Atthirawong and Panprung (2017). In this study, six experts were involved in order to determine the degree of direct influence between two factors through a pairwise comparison. The results revealed that the top three important criteria affecting consumers in buying green products are environmental attitude (E), safety and health concerns (B) and green product management (G), respectively. Furthermore, a cause and effect relation diagram was also constructed to gain a better understanding of the interactive relationship between those criteria. It was found that subjective norm (F) has the most influence on other factors, whereas perception on environmental concerns (A) gets the most impact from other factors. Finally, this paper provides some practical suggestions for relevant agencies and policy makers based on the analysis.
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