Application of the DEMATEL Method to Identify Relations among Barriers between Green Products and Consumers

摘要

Sustainable Production and Consumption (SPaC) is an emerging topic since last decades. Changing unsustainable consumption patterns is crucial for achieving the goal of sustainable development. From literature, although consumers begin to have a concern about environmentaludand social performance of products they are purchasing, these concerns are not necessarily translated to consumer purchase habits. This phenomenon has been noticed in academia and numbers of studies have addressed possible barriers between green products and, but literature inuddeep investigating and analyzing significance of various barriers are limited. In this study, eight barriers exist between green products and consumers have been specified based on literature. Furthermore, a barriers analysis has been conducted by applying DEMATEL technique, andudbarrier which has greatest impact has been distinguished. The analysis result showed that “Format of information presentation” has the greatest prominence value and it means this barrier has the greatest impact. And it is found that this barrier is significantly influenced by barrier ofud“Inadequate information on the product when purchasing”. Additionally, barrier of “Acknowledgement on influence of collaborative purchasing behavior” has become one of theudmost important factors in the whole system. This study brings important insights of analyzing on barriers between green products and consumers through an original way. Based on analyzing results, further research directions are provided at the end.