Analytic Hierarchy Process: An Application in Green Building Market Research

Authors

  • Sharmin Attaran Bryant University
  • Bilge Gokhan Celik Roger Williams University

Abstract

Sustainability has become a necessity in the building industry. In recent years, as the general public is more informed and aware of sustainability related issues, they are becoming major players in the decision making process regarding their built environment. However, there are still challenges with how sustainability is communicated to occupants and owners of buildings. As the global economic crisis is continuing, the marketing of green buildings needs to be refined to communicate the lifetime benefits of sustainability. One of the ways to develop effective marketing strategies, is to understand what the occupants value the most among many aspects of green buildings thus develop focused marketing solutions. Authors present a conceptual methodology using Analytic Hierarchy Process toward identifying consumer ranking and weights of a major green building rating system’s categories. Authors use sample non-representative data to illustrate the proposed methodology, while sharing preliminary qualitative data from the research in progress.

Keywords: LEED; Sustainable Buildings; Sustainability Marketing; Occupant Value; Criteria Weightings; AHP

JEL Classifications: C44; D81; M31

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Author Biographies

Sharmin Attaran, Bryant University

Sharmin Attaran is an Assistant Professor of Marketing at Bryant University. She obtained her PhD in Marketing and Entrepreneurship from the University of Illinois at Chicago, her MBA from California State University Bakersfield, and her BA in Economics from the University of California at Los Angeles. Her research interests include sustainability marketing, participatory research methods in subsistence economies, and social media. Her teaching experience includes courses in Sustainability Marketing, Consumer Behavior, Retail Management, Foundations of Marketing, and Sales Management.

Bilge Gokhan Celik, Roger Williams University

Bilge Gokhan Celik is an Assistant Professor of Construction Management at Roger Williams University. Dr. Celik completed his postdoctoral fellowship at University of Florida in the area of sustainable buildings and indoor air quality.  He earned his Ph.D. degree in Design, Construction, and Planning at University of Florida in 2006. He earned his M.S. (2002) degree and B.S. degrees in Architecture at Anadolu University in Turkey. His research interests include sustainable building design and construction, decision modeling in sustainable construction, and improving construction education. His teaching experience includes courses in Sustainability, Project Management, Estimating, Scheduling, and Project Control.

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Published

2013-06-17

How to Cite

Attaran, S., & Celik, B. G. (2013). Analytic Hierarchy Process: An Application in Green Building Market Research. International Review of Management and Marketing, 3(3), 122–133. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/505

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Articles