Integrating the PARETO – FUZZY – AHP – TOPSIS Model in Analyzing Consumer Behavior in Online Purchase Decisions on C2C E-Commerce Websites toward Green Consumption

In the era of the digital economy, online shopping has become an indispensable part of daily life. Particularly in the modern context, the Consumer-to-Consumer (C2C) e-commerce model is increasingly prevalent. However, the enormous amount of information on C2C platforms makes it difficult for consumers to make decisions that match their needs and budgets. To support consumers in selecting optimal products, this study applies an integrated Pareto – Fuzzy – AHP – TOPSIS model to analyze consumer behavior on C2C e-commerce websites toward green consumption, thereby helping users optimize online purchasing decisions.