Evaluating and Ranking Factors Promoting Green Consumer Behavior on C2C E-Commerce Websites Using the PARETO – FUZZY – AHP – TOPSIS Model

In the context of strong digital transformation, online shopping has become the preferred choice of many consumers. Peer-to-peer (C2C) e-commerce models are developing rapidly, creating a flexible and diverse trading environment with products and prices. However, the rich amount of information and large number of sellers on these platforms make the product selection process complicated, leading interested consumers to get lost in the shopping matrix. In order to help consumers shop smarter, the study proposes applying the integrated model set PARETO - FUZZY - AHP - TOPSIS to evaluate and rank factors affecting green consumer behavior in the context of online shopping on C2C websites.