The Construction of the Key Factors of Communication Model on Green Marketing Strategy – Application of the Grey AHP

： Chaang-Yung Kung
： Green marketing， Kansei engineering， Grey AHP， Emotional appeal model

： In the past, most of scholars focus on the ecological,financial, managerial and manufacture strategies in theindustrial analyses, but less concentrate on theemotional appeal of green marketing. It is practicallycontribution for enterprises if they are able to integrateemotional communication by refining key factors of thegreen marketing. By means of surveyed questionnaires,this study uses Kansei engineering method to extractthe critical factors in green marketing, and then appliesthe grey AHP approach to weight each factor in orderto construct the emotional appeal model in greenmarketing. This study shows that the grey AHPconstructs a suitable method for examining the criticalfactors in green marketing. The results of this researchnot only can provide an effective marketing model forenterprise, but also supply the research gap in the greenmarketing theory.

Journal of Grey System(Volume 16)
： 189~196
： 2013