A comparison study of fuzzy-based multiple-criteria decision-making methods to evaluating green concept alternatives in a new product development environment

PurposeIn this paper, the four popular multiple-criteria decision-making (MCDM) methods in fuzzy environment are utilized to reflect the vagueness and uncertainty on the judgments of decision-makers (DMs), because the crisp pairwise comparison in these conventional MCDM methods seems to be insufficient and imprecise to capture the right judgments of DMs. Of these methods, as Fuzzy analytic hierarchy process (F-AHP) is used to calculate criteria weights, the other methods; Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (F-TOPSIS), Fuzzy Grey relational analysis (F-GRA) and Fuzzy Preference Ranking Organization METhod for Enrichment of Evaluations (F- PROMETHEE II) are used to rank alternatives in the three different ways for a comparative study.Design/methodology/approachThe demand for green products has dramatically increased because the importance and public awareness of the preservation of natural environment was taken into consideration much more in the last two decades. As a result of this, especially manufacturing companies have been forced to design more green products, resulting in a problem of how they incorporate environmental issues into their design and evaluate concept options. The need for the practical decision-making tools to address this problem is rapidly evolving since the problem turns into an MCDM problem in the presence of a set of green concept alternatives and criteria.FindingsThe incorporation of fuzzy set theory into these methods is discussed on a real-life case study, and a comparative analysis is done by using its numerical results in which the three fuzzy-based methods reveal the same outcomes (or rankings), while F-GRA requires less computational steps. Moreover, more detailed analyses on the numerical results of the case study are completed on the normalization methods, distance metrics, aggregation functions, defuzzification methods and other issues.Research limitations/implicationsThe designing and manufacturing environmental-friendly products in a product design process has been a vital issue for many companies which take care of reflecting environmental issues into their product design and meeting standards of recent green guidelines. These companies have utilized these guidelines by following special procedures at the design phase. Along the design process consisting of various steps, the environmental issues have been considered an important factor in the end-of-life of products since it can red