Lojistik endüstrisinin yeşil pazarlama uygulamalarının Tip-2 nötrösofik belirsiz ortamda değerlendirilmesi
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2024
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Open Access Color
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Lojistik endüstrisi, çevresel kirlilikle ilgili dış paydaşların artan endişeleri ve yoğun rekabetçi iş ortamında başarılı olma ihtiyacı nedeniyle Kurumsal Sosyal Sorumluluk (KSS) uygulamalarını benimsemek için önemli bir baskıyla karşılaşmaktadır. İç motivasyonlara ek olarak uluslararası kuruluşlar ve hükümetler, lojistik şirketlerin küresel çevresel kirlilik endişeleri ve lojistik ve taşımacılık endüstrilerinin olumsuz etkilerine uygun bir şekilde KSS uygulamalarını hayata geçirmeleri konusunda büyük bir baskı uygular. Bu nedenle firmalar, rekabetçi iş ortamında varlıklarını sürdürmek ve uluslararası toplumun taleplerini karşılamak amacıyla KSS uygulamaları alanında pratik ve değerli yeşil pazarlama stratejileri geliştirmeye teşvik edilir. Ancak, ilgili literatürde şaşırtıcı ve kritik araştırma boşlukları olduğundan, uygulayıcılar araştırma topluluğunun desteğinden mahrum kalmaktadır. Bu sorunu ele almak için mevcut literatüre dayalı olarak bir dizi kriter geliştirilmiş ve bu kriterlerin önemine dayanarak Delphi, CRITIC ve MACONT prosedürlerini içeren yeni bir karar verme yaklaşımı kullanılarak ağırlıkları daha da değerlendirilmiştir. Bu metodolojilere ek olarak, sonuçlar, aşırı karmaşık belirsizlikleri yönetebilen son derece güçlü, güvenilir ve pratik bir çerçeve sunan Tip-2 Neutrosophic Fuzzy Numbers kullanılarak güçlendirilmiştir. Ayrıca, geliştirilen algoritmanın ileri matematik bilgisi gerektirmeyen son derece pratik, anlaşılır ve kolay uygulanabilir bir yapıya sahip olduğunu belirtmek önemlidir. Çalışmanın temel bulguları, EN9 Arazi Kullanımı kriterinin 0.04673'lik bir önem puanıyla en etkili kriter olduğunu göstermektedir. Ayrıca, SO5 İK politikaları tarafından çalışma yerlerinin değiştirilmesi (0.03446) ve EN4 sera gazı emisyonlarını azaltmaya yatırım yapma (0.03413) kriterleri, ilk önemli faktörü takip etmektedir. Buna ek olarak, çalışmanın alternatiflere ilişkin temel bulgusu, A1 Netlog Co.'nun yeşil pazarlama uygulamaları açısından en uygun firma olduğudur. Önerilen modelin güvenilirliğini ve geçerliliğini doğrulayan bir sağlamlık kontrolü yapılmıştır.
The logistics industry encounters significant pressure to adopt CSR practices due to the growing concerns of external stakeholders related to environmental pollution and the need to thrive in a highly competitive business environment. In addition to internal motivations, international bodies and governments exert high pressure on logistics enterprises to implement CSR practices in all business activities of the logistics firms, aligning with global concerns about environmental pollution and the adverse effects of logistics and transportation industries. That's why firms are encouraged to develop practical and valuable green marketing strategies within the domain of CSR practices to stay in the competitive business environment and meet the demands of the international society. However, practitioners are deprived of the support from the research society, as there are surprising and critical research gaps in the relevant literature. To address this, a set of criteria has been developed based on the existing literature and their weights have been further assessed based on their importance in a practical business setting by using a novel decision-making approach including Delphi, CRITIC and MACONT procedures. Besides these methodologies the results have been strengthened with the help of Type-2 Neutrosophic Fuzzy Numbers, providing an incredibly robust, reliable, practical framework that can handle excessively complex uncertainties. Also, it has a very practical, understandable, and easily applicable algorithm without requiring advanced mathematical knowledge. The main findings of the study show that the most influential criterion is EN9 Land usage, with a significance score of 0.04673. Besides, SO5 Changing places of work by HR policies (0.03446) and EN4 Investing in reducing greenhouse gas emissions (0.03413) criteria follow the first important factor. In addition to that, the paper's main finding concerning the alternatives is that A1 Netlog Co. is the most feasible firm concerning green marketing practices. The robustness check confirms the proposed model's reliability and validity.
The logistics industry encounters significant pressure to adopt CSR practices due to the growing concerns of external stakeholders related to environmental pollution and the need to thrive in a highly competitive business environment. In addition to internal motivations, international bodies and governments exert high pressure on logistics enterprises to implement CSR practices in all business activities of the logistics firms, aligning with global concerns about environmental pollution and the adverse effects of logistics and transportation industries. That's why firms are encouraged to develop practical and valuable green marketing strategies within the domain of CSR practices to stay in the competitive business environment and meet the demands of the international society. However, practitioners are deprived of the support from the research society, as there are surprising and critical research gaps in the relevant literature. To address this, a set of criteria has been developed based on the existing literature and their weights have been further assessed based on their importance in a practical business setting by using a novel decision-making approach including Delphi, CRITIC and MACONT procedures. Besides these methodologies the results have been strengthened with the help of Type-2 Neutrosophic Fuzzy Numbers, providing an incredibly robust, reliable, practical framework that can handle excessively complex uncertainties. Also, it has a very practical, understandable, and easily applicable algorithm without requiring advanced mathematical knowledge. The main findings of the study show that the most influential criterion is EN9 Land usage, with a significance score of 0.04673. Besides, SO5 Changing places of work by HR policies (0.03446) and EN4 Investing in reducing greenhouse gas emissions (0.03413) criteria follow the first important factor. In addition to that, the paper's main finding concerning the alternatives is that A1 Netlog Co. is the most feasible firm concerning green marketing practices. The robustness check confirms the proposed model's reliability and validity.
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İşletme, Business Administration
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