Abstract
Consumer preferences in sustaining and designing a product are a vital driver in a company’s long-term strategy. In a supply chain management (SCM), realizing, configuring and analyzing consumer point of view and making sure the product is highly fitted to the consumer dimensions are essential responsibilities. For this purpose, a sustainable supply chain (SSC) can define a platform in order to reach consumer satisfaction. This paper examines the utility and factors related to the use of a phone in the market incorporating sustainable attributes. We firstly identify main factors and indicators that influence the selection of a sustainable phone. Thereafter, we propose decision analysis tools as decision-making trial and evaluation laboratory (DEMATEL) and analytical hierarchy process (AHP) for the realization of the cause, effect, and interrelation of the indicators. The comparisons between them report a high similarity while best and worst indicators are in the same positions. Best worst method (BWM) is then formulated in order to achieve optimal ranking and to express the importance. Counting on this information is of special relevance in marketing decision-making, where companies must look for competitive advantages prioritizing its product attributes, attending both to resources and to consumer preferences. For this project, we invited six experts in various areas (information science, consumer organizations, fair trade, public administration-cooperation office and telecommunication) to participate and fill the questionnaires. The results are analyzed by market experts in terms of comparison and conformity.
Highlights
A sustainable product comes from a stable production and procurement system and from a sustainable supply chain (SSC)
Three different approaches, namely decision-making trial and evaluation laboratory (DEMATEL), analytical hierarchy process (AHP) and Best worst method (BWM) methods with quite dissimilar methodological structures were adopted for computation of the weights of the indicators and factors for an ethical smartphone
DEMATEL and AHP are jointly used to initially identify the ranking of the sustainable phone criteria, which are subsequently used for BWM-based analysis
Summary
A sustainable product comes from a stable production and procurement system and from a sustainable supply chain (SSC). A sustainable production system should guarantee whether the existing sophisticated processes are functioning based on the triple bottom line concept, addressing economic, environmental, and social concerns. According to this concept, these are the three pillars and a wide range of small and large companies establish such strategies in order to reflect a sustainable system. Sustainability in SC became a strategic business function as many companies recognize it as a very significant element in customer satisfaction [3,4] This concern is highlighted in SSC management, and managers believe noticing to consumer expectation is vital for the future of the company [5]. Advanced companies and organizations invest in their decision-making process carefully and control variables and conditions.
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