Research on Evaluation Indicators and Weights of Enterprise Green Marketing Capability Based on DEMATEL-ANP
Evaluating green marketing capabilities helps identify key factors that affect the green development of enterprises,implement targeted measures,promote sustainable develop-ment,and continuously enhance their competitiveness.This article first outlines the evaluation content of green marketing capability and establishes a comprehensive capability evaluation index system of four dimensions,including green leadership capability,green process capa-bility,green innovation capability,and green marketing performance.Secondly,the decision laboratory analysis method(DEMATEL)is used to analyze the correlation between various indicators,draw a causal relationship diagram of the indicators,and use the network analytic hierarchy process(ANP)to calculate the weights of the indicators.Combining the results of the two methods,the mixed weights of the indicators are calculated.Research has shown that green process capability and green innovation capability are causal indicators,while green leadership capability and green marketing performance are outcome indicators.The most fun-damental indicators driving green marketing in enterprises are green process capability and green innovation capability,while the most direct indicators are green leadership capability and green marketing performance.The centrality results show that when formulating green marketing strategies,enterprises should prioritize improving their own green marketing per-formance and green process capabilities.At the same time,based on the results of the ANP method,strategies should be optimized for secondary indicators with higher weights,in order to continuously improve the enterprise's green marketing capabilities.
green marketing capabilityevaluation index systemdecision laboratory analysis methodnetwork analytic hierarchy process
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