Identifying and ranking factors affecting consumer support for green businesses in Arvand Free Zone using TOPSIS technique

To increase environmental awareness among consumers, prompting them to pay more attention to green businesses. The main purpose of this research was to identify and rank the factors affecting consumer support for green businesses in Arvand Free Zone using exploratory factor analysis and TOPSIS technique. This research is descriptive and applied in terms of purpose. The study population was home business consumers in Arvand Free Zone. The sample size was 385 people based on Cochran's formula who selected using convenience sampling method.The findings of the research show that the business philanthropy, valuing nature for the business, ethics in business, the perceived quality of the product as factors exerting impacts on consumer support for green businesses in Arvand Free Zone.The results of the ranking of the options with the TOPSIS technique indicate that the option of benefits provided by green business products has a higher priority compared to other options. In the same way, the ranking of other criteria has also been determined.