Selecting Green marketing strategies by using the analytic hierarchy process (AHP)

Green marketing is a phenomenon which has developed in recent years. It refers to use environment-friendly and recyclable stuff in productions and services to confer a competitive advantage and attract the consumers who care about environment. Here raises a critical issue of how companies can better evaluate and select a favourable Green Marketing strategy before that implementation. selecting an element among different alternatives is an MCDM problem. in this paper, we develop a method based on the AHP that helps companies to select a proper Green Marketing strategy. The model is simulated and calculations are solved accurately by using the professional software named ‘‘Expert Choice’’. an empirical study is presented at the end of the paper to illustrate the application of the proposed method on selecting the proper green marketing strategy for a food producer company. According to the results, gaining a competitive advantage is the primary purposes of Green Marketing implementation and the most critical issue for the management. Also, process re-engineering is recognized as the best strategy for company among five other alternatives. This paper provides a literature review of acceptable green marketing strategies and fulfils the need of selecting a proper green marketing strategy regarding the management/experts view.