Sustainability Assessment Criteria for Green Marketing Practices

ABSTRACT This study intends to critically analyze and rank internal green marketing practices in organizations employing a comparative, multi‐method framework. It investigates how varying decision‐making models affect the ranking and evaluation of sustainability criteria. The study uses three multi‐criteria decision‐making (MCDM) methods: CRITIC (an objective weighting approach), PIPRECIA‐S, and the COBRA composite assessment model (for comparative benchmarking across organizations). Across all three approaches, “green marketing effectiveness,” “brand loyalty,” and “carbon emission reduction” ranked highest. While CRITIC placed greater importance on objectively quantifiable results, PIPRECIA‐S stressed employee involvement and subjective opinions. COBRA facilitated a comparative organizational performance assessment to identify gaps and strengths in green marketing practices between companies. This study is among the pioneers in triangulating objective and subjective MCDM approaches in the context of internal green marketing. It offers an empirically tested, actionable model for policymakers and organizations to make strategic decisions about prioritizing sustainability initiatives and enhancing environmental performance.