A Novel Hybrid Multiple Attribute Decision Making Framework for Enterprise Green Marketing Performance Management Evaluation Based on the Triangular Fuzzy Neutrosophic Sets

Abstract

The performance of green marketing refers to the realistic state of green marketing activities in terms of enterprise development, consumer demand and social ecological environment. These aspects are represented by the game equilibrium between green marketing subjects. The better the game equilibrium between green marketing subjects, the better the performance of green marketing. In the real market environment, this ideal balance is often broken, and green marketing activities are difficult to carry out normally, affecting the performance of green marketing. At the same time, the characteristics of green marketing performance have its particularity. On the one hand, green marketing performance cannot be formed in a short time. Once good performance is formed, this performance can play a role in a long time; On the other hand, there are many factors involved, and the quality of performance not only depends on the improvement of the social ecological environment, but also includes the achievement of enterprise goals and consumer satisfaction. The enterprise green marketing performance management evaluation is a classical multiple attribute decision making (MADM). Recently, the TODIM and TOPSIS method has been used to cope with MADM issues. The triangular fuzzy neutrosophic sets (TFNSs) are used as a tool for characterizing uncertain information during the enterprise green marketing performance management evaluation. In this manuscript, the triangular fuzzy neutrosophic TODIM-TOPSIS (TFN-TODIM-TOPSIS) method is built to solve the MADM under TFNSs. In the end, a numerical case study for enterprise green marketing performance management evaluation is given to validate the proposed method.