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A study of group decision-making for green technology adoption in micro and small enterprises

Shuang Yao (College of Economics and Management, China Jiliang University, Hangzhou, China)
Yan Song (Shanghai International Studies University, Shanghai, China)
Yanna Yu (China Jiliang University, Hangzhou, China)
Benhai Guo (China Jiliang University, Hangzhou, China)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 17 June 2020

Issue publication date: 12 January 2021

628

Abstract

Purpose

Green technology adoption (GTA) in small and micro enterprises (SMEs) is a complex multi-attribute group decision-making issue. Conflicts of opinions can hamper the achievement of group coherence. The purpose of this paper is to solve the conflict decision-making problem in SMEs.

Design/methodology/approach

This paper reconstructs the GTA evaluation index system for SMEs and proposes an intragroup coordination relationship model to mitigate group decision-making conflicts based on the cloud model and social networks (GCS). The numerical characteristics of these GTA indicators are determined using fuzzy theory and cloud model.

Findings

It was found that establishing a trust relationship network and a conflict coordination relationship could improve the consistency of group decision-making. The degree of coordination has subtle differences with the trust relationship. Particularly, the coordination relationship has obvious influences on the decision-making results among small groups in SMEs.

Originality/value

The conflict coordination model can significantly improve the consistency of group decision-making in SMEs. At the same time, it discusses the differences between the level of conflict coordination and the trust propagation in the process of group decision-making.

Keywords

Acknowledgements

This paper is supported by Philosophy and Social Sciences Foundation of Zhejiang Province (20NDQN297YB); National Natural Science Foundation of China(71801061; 71101034; 71804084; 71173106); Natural Science Foundation of Heilongjiang Province (QC2016095); Postdoctoral Foundation of Heilongjiang Province (LBH-Z15047); Humanities and social sciences fund of the Ministry of Education(18YJC630245); The project of Provincial Youth Science Fund (JJ2016QN0645).

Citation

Yao, S., Song, Y., Yu, Y. and Guo, B. (2021), "A study of group decision-making for green technology adoption in micro and small enterprises", Journal of Business & Industrial Marketing, Vol. 36 No. 1, pp. 86-96. https://doi.org/10.1108/JBIM-02-2020-0093

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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