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The Fuzzy Analysis on Prioritised Criteria to Select Green Transport Service: A Case of Gen Z Students in Haiphong
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Abstract
In the context of global climate change and increasing environmental pollution, the development of green transportation has become a key objective towards sustainable development. Within this landscape, Generation Z emerges as a population group with a strong influence on consumer trends and shaping social behavior. However, Gen Z's choice of green transportation services is still influenced by such various factors as cost, convenience, infrastructure, technology, and brand image. The study aims to evaluate the priority levels of criteria for selecting green transportation services within practical significance, helping transportation businesses and policymakers build more effective strategies in the process of green growth. This study applies the Fuzzy Analytical Hierarchy Process (FAHP) method in R software along with a survey scope of 49 Gen Z students studying at the Vietnam Maritime University in Haiphong. The results show that the three most important factors are travel time, quality, and reliability, while the other least perceived ones are service cost, social norm, and green brand. It contributes empirical materials to Gen Z’s green consumption behavior in the local context as theoretical meanings. Also, practical meanings go to some recommendations for companies and policymakers to build core strategies to attract more customers as well as follow the green growth.
Keywords
Fuzzy method, green transport, generation Z, hierarchical analysis process, Haiphong, multi-criteria decision-making
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References
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