The Journal of Grey System ›› 2025, Vol. 37 ›› Issue (5): 25-41.

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A Novel Dynamic Grey SERVQUAL Approach to Quantifying Consumers’ Attitudes Towards Green Products

  

  1. 1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, Jiangsu,211106, P.R. China
    2. Faculty of Economics, Sapienza University of Rome, Rome, Italy

  • Online:2025-10-15 Published:2025-09-17
  • Supported by:
    This work was supported by a long-term project of national major talent plan of China (Grant No. YQR20024), a project of the National Natural Science Foundation of China (Grant No.72071111)”, a project of Intelligence Introduction base of the Ministry of Science and Technology (Grant No. G2021181014L), an original Exploration Project of the Central University Research and Innovation Fund (Grant No. ILA220721A23). At the same
    time, the authors would like to acknowledge the partial support of the Fundamental Research Funds for the Excellent Innovation Team of Nanjing University of Aeronautics and Astronautics (Grant No. [2022]2-22).

Abstract:

The growing importance of environmental awareness in consumer behavior makes understanding attitudes towards green products crucial. This research aims to provide a practical model to deal with uncertainties, ambiguities, and insufficient data in quantifying and analyzing consumer attitudes in the context of sustainable consumption. To achieve this, an innovative combined approach of the SERVQUAL model based on Dynamic Grey Relational Analysis (DGRA) was developed to transform subjective feedback into measurable grey numbers for evaluating the gap between consumers' expectations and perceptions. Considering population aging challenges, the attitudes of elderly consumers aged 60 to 75 were considered for the practical analysis of the proposed framework. Key findings revealed substantial negative gaps between expectations and perceptions across most quality dimensions, suggesting green product attributes often do not meet anticipated standards, especially regarding environmental features. The results highlight an urgent need for brands to elevate product quality and enhance transparency in order to align with the evolving values of green consumption. The study emphasizes the need for transparent and accurate marketing to address gaps in consumer perceptions, build trust, and foster sustainable consumption practices, contributing to global sustainable development efforts.