RANKING VALUE-CREATING GREEN APPROACH PRACTICES AND CHOOSING IDEAL GREEN MARKETING STRATEGY FOR LOGISTICS COMPANIES
The deterioration of environmental factors, economic and technological development, the formation of complexity in societies, the rise of complex structures have made the environment and green management practices more important. Especially value-creating green approaches are considered as critical components in both public and private sector applications and defined as indicators of success in terms of sustainability. On the other hand, green marketing strategies are also important practices that have a positive impact on the environment and should be carefully emphasized for the inheritance of nature to future generations. Recently, it has been on the agenda quite a lot and it is understood for all sectors.In this study, it is aimed to determine the criteria for value-creating green approach practices in logistics companies operating in the TR A1 region due to the above mentioned importance and to choose the most ideal green marketing strategy. In solving this problem, Multi Criteria Decision Making (MCDM) methods, which are a complex decision-making method, have been used. According to the results of the research, it was determined that the most important criterion in value creating green approach applications as Environmental Focused Strategic Decisions (C3), and the least important criterion as Environmental Life Cycle Analysis (C2). It has been determined that the most ideal green marketing strategy is Green Innovation (A1). Accordingly the importance of the environmental based strategic decisions is revealed in terms of creating green marketing strategy for companies.
Green Approaches, Value Creating Green Approaches, Green Marketing Strategy, ENTROPY, MAUT