Identifying and exploring critical factors that affect green consumer behavior

ISM Approach
The Interpretive Structural Modeling (ISM) method was primarily presented by Warefield in
1974 for measuring the relationship among factors that are highlighted in a particular problem. It
is a learning procedure which is used to present difficult relations between the variables in order
to improve the direction and order of the system (Al-Zarooni & Bashir, 2020; Sage, 1977). In
this model, complex relations among different variables present in a system are converted into a
well-defined structural form. (Diabat, Kannan, & Mathiyazhagan, 2014).

The ISM approach is explained step by step below (Kadam & Bandyopadhyay, 2020;
Mathiyazhagan, Govindan, NoorulHaq, & Geng, 2013; Xu & Zou, 2020; Zhang, Halder, Zhang,
& Qu, 2020):

 Step 01
Analyze variables or factors of a system. In the current study, the critical factors of green
consumer behavior and sustainability in the cosmetic industries of Pakistan have been taken into
consideration.
 Step 02
Identify the impact or relationship among the critical factors of sustainability and green
consumer behavior, and formulate the table similarly in structural self-interaction matrix (SSIM).
 Step 03
An initial reachability matrix (IRM) is developed by converting SSIM codes i.e. (v, a, x, o) into
binary digits i.e. (1, 0)
 Step 04
The final reachability matrix (FRM) is formed by converting IRM through transitivity rules. The
transitivity law states that if variable ‘A’ impacts ‘B’, and ‘B’ impacts ‘C’, then ‘A’ can impact
‘C’.
 Step 05
Split the final reachability matrix (FRM) into the distinct stages called level portioning.
 Step 06
Make a diagraph (directed graph) and eliminate the transitive links in it.
  Step 07
Lastly, an ISM-based hierarchical model is developed by exchanging green consumer behavior
and sustainability statements with the nodal values.

TISM Approach
The Total Interpretive Structural Modeling (TISM) method is derived from the Interpretive
Structural Modeling (ISM) approach. It’s a modified form of ISM approach which is used for
establishing the relations of an intricate system with graphical representation (Swarnakar, Tiwari,
& Singh, 2020). The ISM approach only represents the direct relationships between selected
variables. Whereas TISM approach includes the demonstration of each relationship which means
that it doesn’t only show direct relationship but also to presents the transitive relationship among
factors along with the rational interpretation of each relationship (Sandbhor & Botre, 2014).
The prime step/stages of TISM methodology are elaborated below (Sushil, 2012):
 Step 01
Identify and explain factors of which, interrelationship has to be inaugurated through the experts’
group or literature.
 Step 02
Develop the mutual/contextual relationship between the factors that have been identified. For
instance; the contextual relation among the two characteristics could be that ‘P helps in achieving
R’.
 Step 03
Comprehend the interrelation among the criteria/elements.
 Step 04
Understand the logic of comparison pairwise. In a traditional ISM approach, the direction of
relations is comprehended only. Whereas, the concept of interpretive matrix is applied in the
TISM approach. The element of ith has been compared individually with all the elements in the
pairwise comparison. For every (i-j) link, the entry can be ‘Y’ (Yes) or ‘N’ (No). If the entry is
‘Y’ so it will be furthermore evaluated. Thus the table that has been developed, forms the
knowledge base interpretive logic.
 Step 05
Through transitivity check, a final reachability matrix (FRM) is developed in order to identify.
All the entries of “0” in IRM are qualified for a transitivity check. If there is transitivity, entry of
1* or 1** should be made or else “0” will remain in the RM.
  Step 06
Level portioning is performed by dividing the elements of final reachability matrix.
 Step 07
Develop a diagraph by organizing the elements at their exclusion stage and make the direct links
correspondingly. It could be considered that crucial transitivity links may possibly retains.
 Step 08
Develop the interaction matrix by modifying final diagraph into binary matrix stating every
essential relations. In the binary matrix, enter ‘1’ to signify the relation and note down the
interpretations in an interpretive matrix.
 Step 09
Make the TISM-based model with the help of finalized interaction matrix and the diagraph. The
model must underline the explanations of the paired comparison as well as in the hierarchical
structural model.
In the research framework of current study, the ISM approach is widen into the TISM approach,
which has made this study a novel approach in order to examine the critical factors of green
consumer behavior and sustainability in the Pakistan’s cosmetic sector.

MICMAC Analysis
The purpose of Matrice d’Impacts Croisés Multiplication Appliqués à un Classement
(MICMAC) analysis is to examine and elaborate the variables with regards to their dependency
and driving power. The dependency of the variables is calculated by summing up all 1s present
in columns, and driving power by summing up all 1s present in the row. Depending on each
variable dependence and driving power, the factors are divided in four different segments which
are driver, linkage, dependent, autonomous and linkage, known as a Power Matrix. The
autonomous segment is comprised of factors/variables that holds weak dependency and
influential power; the dependent cluster is consist of those factors or variables that have high
dependency and their driving power is low; the linkage segment covers the factors that have
substantial driving power along with several dependencies. The segment of driving factors holds
low dependency and high driving power.
Although TISM approach helps in examining the direct relations among variables, MICMAC
analysis is beneficial in analyzing indirect relations (Dhir, 2017). In modified TISM, both
transitivity check and paired comparison are completed altogether in order to avoid the
unnecessary comparison of the pairs that are linked through transitivity, which helps in making
the process more straightforward (Dhir & Dhir, 2020).
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