Ranking of Factors Affecting Green Brand Selection in the Cosmetics Industry Using Mikhailov Fuzzy Hierarchical Analysis Technique

Given the current state of the earth in terms of biological ecology, it is quite clear that considering the environmental conditions and doing things to protect the environment is a universal task, so all organizations and businesses are trying to advance the goals In the present era, due to ecosystem problems, buyers are more likely to try to buy goods that, in addition to factors such as price and quality, do not harm the environment. Therefore, topical issues such as the green brand are among the most important factors in customer marketing today. The purpose of this study is to rank the most important factors affecting the selection of the green brand of the cosmetics industry. In this regard, by studying the research background, we identified 14 of the most important factors in the field of green brand. Finally, considering the opinions of cosmetics industry experts, we ranked the obtained factors using fuzzy hierarchical analysis technique. The result of this study shows the high importance of product safety and product color among the 14 factors mentioned, as well as factors such as harmlessness to animals and the possibility of testing in the last ranks.