Determining the Value of Influential Indicators in Green Product Pricing Using Goal Programming
Keywords:
Green Product, Pricing, multi-criteria decision making approach, fuzzy Data Envelopment Analysis, Goal ProgramingAbstract
Objective: This study was conducted with the aim of determining the value of influential indicators in the pricing of green products using the goal programming method.
Methodology: The research is developmental-applied in nature. The statistical population includes a number of senior managers and responsible experts active in the selected home appliance industry, as well as several university professors specializing in the field of green supply chains. A sample of 20 individuals was selected. Research data were collected from nine home appliance companies and analyzed during the period from 2020 to 2023 (Gregorian Calendar).
Findings: In this study, seven indicators were validated using the fuzzy Delphi method. Subsequently, the importance of each of the seven identified factors was calculated based on the fuzzy Analytic Hierarchy Process (AHP). The criterion of environmental management costs ranked first with a weight of 0.1734, the criterion of the number of green products produced in the factory ranked second with a weight of 0.15, and the criterion of green innovation costs ranked third with a weight of 0.1497. Then, the importance of the goals of the home appliance companies was determined using the fuzzy Data Envelopment Analysis (DEA) approach. The results indicated that Company A, with an efficiency score of 1, had the best efficiency and the greenest supply chain, while Company H, with an efficiency score of 0.69, had the lowest efficiency—highlighting the need for more attention to low-efficiency companies. Finally, by determining the importance of the indicators (via the fuzzy AHP method) and the importance of the goals of home appliance companies (via the fuzzy DEA method), a goal programming problem was implemented by considering a shared goal in Company A.
Conclusion: Therefore, by determining the value of each indicator, it was clarified to what extent home appliance manufacturers should invest in each indicator for green product pricing.
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Copyright (c) 2025 Somayeh Sazegari, Sayyed Mohammadreza Davoodi, Alireza Goli (Author)
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