jismart2024053: An Analytic Hierarchy Process-Based Study on Drivers of Green Consumption Behavior

Abstract

This study employs the Analytic Hierarchy Process (AHP) to evaluate seven key drivers of green consumption behavior. The findings reveal that environmental-related personal values and product- and producer-related factors have the most significant impact, accounting for 33.53% and 28.21% of the total weight, respectively. The study suggests promoting green consumption behavior through enhanced environmental education, optimized green product design, and improved policy incentives. This research provides valuable insights for advancing green consumption theories and practical applications.