Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China

Research Article

"Ant Forest" Carbon Finance Business Analysis Based on AHP-Fuzzy Comprehensive Evaluation Model

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  • @INPROCEEDINGS{10.4108/eai.9-12-2022.2327662,
        author={Yan  Zhang and Allam  Maalla},
        title={"Ant Forest" Carbon Finance Business Analysis Based on AHP-Fuzzy Comprehensive Evaluation Model},
        proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China},
        publisher={EAI},
        proceedings_a={MSIEID},
        year={2023},
        month={3},
        keywords={carbon finance; ant forest; ahp-fuzzy; effectiveness},
        doi={10.4108/eai.9-12-2022.2327662}
    }
    
  • Yan Zhang
    Allam Maalla
    Year: 2023
    "Ant Forest" Carbon Finance Business Analysis Based on AHP-Fuzzy Comprehensive Evaluation Model
    MSIEID
    EAI
    DOI: 10.4108/eai.9-12-2022.2327662
Yan Zhang1, Allam Maalla1,*
  • 1: Guangzhou College of Commerce
*Contact email: allammaalla@yahoo.com

Abstract

The "Ant Forest" launched by Alipay in 2016 is vigorously promoting the innovative model of "Internet + Green Finance" and "Internet + Public Welfare". This article analyzes the main effects of Ant Forest by using SWOT method and AHP-fuzzy comprehensive evaluation model to analyze the practical case of Ant Forest's carbon finance business, and explains that the attempt of "Internet + Public Welfare" can mobilize the public's action. At the same time, it also raises the problems of the difficulty of word-of-mouth and habits, the unsustainability of ethical marketing, and the technical problems in the professional field. This leads to the problems that exist in the Internet finance industry in integrating into the carbon finance market, and puts forward these problems. This paper discusses the innovation of carbon finance products and the indispensable differentiated competitive advantages, and other relevant countermeasures and suggestions, and provides suggestions for the innovative and green development of the Internet financial industry in the future.