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In the contemporary landscape, as environmental concerns take center stage, consumers are increasingly urged to make ecologically friendly choices, facilitated by the prevalence of environmental labeling. This study undertakes a comprehensive investigation into the influence of environmental labeling on customer purchasing behavior, with a specific emphasis on evaluating the effectiveness of green marketing and innovation initiatives. Using the Fuzzy Analytical Hierarchy Process (AHP) and Fuzzy Weighted Aggregated Sum Product Assessment (WASPAS) methodologies, the research pinpoints the elements and tactics able to influence consumer behavior in connection to environmental labeling. Therefore, seven factors, twenty-one sub-factors, and six strategies are identified. The results of Fuzzy AHP show the prominent role of product attributes, marketing and promotion strategies, and sustainability practices while seeking to change consumer behavior with regard to environmental labeling. In addition, the findings from the Fuzzy WASPAS approach suggest that environmentally friendly packaging, product labeling, and partnerships and collaboration are the most successful green innovation and marketing strategies. The findings of this study can help shape the design of more effective environmental labeling programs and marketing plans for encouraging sustainable purchases. • The environmental labeling affects consumer purchase behavior and emphasize green marketing. • Fuzzy AHP and fuzzy WASPAS techniques were used to determine factors, sub-factors, and strategies. • The study identified seven factors, twenty-one sub-factors, and six strategies. • Fuzzy AHP recognized product attributes and marketing and promotion, as key factors. • Fuzzy WASPAS indicated eco-friendly packaging and product labeling as key strategies. [ABSTRACT FROM AUTHOR]

Competitive intelligence can be used as a catalyst to guide green marketing strategies as well as to create and maintain competitive advantage. The purpose of this article is to identify and rank the effective factors of competitive intelligence on green marketing and understand the effects of competitive intelligence components on green marketing components. This is a descriptive and applied research that was conducted on a case-by-case basis among the employees of 4 companies that are active in the field of energy industry in Qatar. The research tool is a questionnaire that confirmed the convergent and divergent validity of the two-stage structure. Analysis by PLS software showed that competitive intelligence has a positive effect on green marketing. Also, the ranking of the components was determined completely. The results of this research state that competitive intelligence as a strategic marketing management tool can modify their approaches to differentiate themselves from others and position themselves as industry leaders in sustainability. According to the study background, this research has an important contribution to the existing knowledge in terms of subject and geographical area and provides a suitable insight to the decision makers of this field. [ABSTRACT FROM AUTHOR]