In the contemporary landscape, as environmental concerns take center stage, consumers are increasingly urged to make ecologically friendly choices, facilitated by the prevalence of environmental labeling. This study undertakes a comprehensive investigation into the influence of environmental labeling on customer purchasing behavior, with a specific emphasis on evaluating the effectiveness of green marketing and innovation initiatives. Using the Fuzzy Analytical Hierarchy Process (AHP) and Fuzzy Weighted Aggregated Sum Product Assessment (WASPAS) methodologies, the research pinpoints the elements and tactics able to influence consumer behavior in connection to environmental labeling. Therefore, seven factors, twenty-one sub-factors, and six strategies are identified. The results of Fuzzy AHP show the prominent role of product attributes, marketing and promotion strategies, and sustainability practices while seeking to change consumer behavior with regard to environmental labeling. In addition, the findings from the Fuzzy WASPAS approach suggest that environmentally friendly packaging, product labeling, and partnerships and collaboration are the most successful green innovation and marketing strategies. The findings of this study can help shape the design of more effective environmental labeling programs and marketing plans for encouraging sustainable purchases.
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