Interpretation of the DEMATEL causal–prominence quadrants and classification of representative factors
| Quadrant | Interpretation | Representative factors | Nature of influence |
|---|---|---|---|
| I. Drivers (Cause Group) | High (D − R), High (D + R). Root factors that exert a strong influence on others and should be prioritized | C10 – Government Policy and Incentives, C16 – Ethical Values and Personal Norms, C11 – Cultural Values and Context, C12 – Digital Technology and Media Influence, C2 – Environmental Concern and Attitude | Primary causal enablers that trigger sustainable consumer behavior through awareness, policy facilitation, and moral identity |
| II. Autonomous Group | Low (D + R) and near-zero (D − R). Weakly connected elements with limited systemic effect | C14 – Habits and Consumption Routine, C7 – Personal/Social Image, C9 – Product Attributes and Quality | Operate independently; moderate interaction with the rest of the system |
| III. Dependent (Effect Group) | Negative (D − R) but moderate prominence. Outcomes influenced by drivers | C8 – Trust in Green Claims, C13 – Emotional and Ethical Motivations, C3 – Price and Affordability, C5 – Convenience and Ease of Adoption | Reflect on behavioral responses shaped by external and internal drivers |
| IV. Linkage Group | Moderate (D + R) and (D − R) near zero. Highly interactive factors that both influence and are influenced | C6 – Social Norms and Peer Influence, C15 – Marketing, Information and Labeling, C4 – Product Availability and Accessibility, C1 – Environmental Awareness and Knowledge | Act as feedback mechanisms linking drivers and effects |
| Quadrant | Interpretation | Representative factors | Nature of influence |
|---|---|---|---|
| I. Drivers (Cause Group) | High (D − R), High (D + R). Root factors that exert a strong influence on others and should be prioritized | C10 – Government Policy and Incentives, C16 – Ethical Values and Personal Norms, C11 – Cultural Values and Context, C12 – Digital Technology and Media Influence, C2 – Environmental Concern and Attitude | Primary causal enablers that trigger sustainable consumer behavior through awareness, policy facilitation, and moral identity |
| II. Autonomous Group | Low (D + R) and near-zero (D − R). Weakly connected elements with limited systemic effect | C14 – Habits and Consumption Routine, C7 – Personal/Social Image, C9 – Product Attributes and Quality | Operate independently; moderate interaction with the rest of the system |
| III. Dependent (Effect Group) | Negative (D − R) but moderate prominence. Outcomes influenced by drivers | C8 – Trust in Green Claims, C13 – Emotional and Ethical Motivations, C3 – Price and Affordability, C5 – Convenience and Ease of Adoption | Reflect on behavioral responses shaped by external and internal drivers |
| IV. Linkage Group | Moderate (D + R) and (D − R) near zero. Highly interactive factors that both influence and are influenced | C6 – Social Norms and Peer Influence, C15 – Marketing, Information and Labeling, C4 – Product Availability and Accessibility, C1 – Environmental Awareness and Knowledge | Act as feedback mechanisms linking drivers and effects |
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