Table 11 Fuzzy positive and negative ideal solutions, defuzzified values, closeness coefficients (CCi), and final ranking of eco-branding strategies.

Certification and eco-labeling program

(3.63, 4.04, 4.45)

(27.44, 30.49, 33.54)

4.0369

30.4900

0.883

3

Stakeholder engagement program

(1.39, 1.55, 1.71)

(28.65, 31.79, 34.93)

1.5497

31.7914

0.954

1

Community empowerment and capacity building

(3.65, 4.06, 4.47)

(26.09, 28.99, 31.89)

4.0560

28.9900

0.877

5

Digital marketing for sustainable brands

(1.98, 2.21, 2.44)

(28.13, 31.37, 34.61)

2.2055

31.3718

0.934

2

Personalized eco-tourism experience

(4.54, 5.05, 5.56)

(26.56, 29.51, 32.46)

5.0476

29.5089

0.854

7

Integration of renewable energy

(3.66, 4.07, 4.48)

(27.14, 30.16, 33.17)

4.0700

30.1585

0.881

4

Emission reduction initiatives

(4.40, 4.89, 5.38)

(26.69, 29.66, 32.63)

4.8851

29.6565

0.859

6