Purpose : This paper proposes a new multi-criteria decision-making method, called the vital-immaterial-mediocre method (VIMM), to determine the weight of multiple conflicting and subjective criteria in a decision-making problem. Design/methodology/approach : The novel method utilizes pairwise comparisons, vector-based procedures and a scoring approach to determine weights of criteria. The VIMM compares alternatives by the three crucial components, namely the vital, immaterial and mediocre criteria. The vital criterion has the largest effect on the final results, followed by the mediocre criterion and then the immaterial criterion, which is the least impactful on the prioritization of alternatives. VIMM is developed in two forms where the first scenario is designed to solve one-goal decision-making problems, while the second scenario embraces multiple goals. Findings : To validate the method’s performance and applicability, VIMM is applied to a problem of sustainable supplier selection. Comparisons between VIMM, analytic hierarchy process (AHP) and best-worst method (BWM) reveal that VIMM significantly requires fewer comparisons. Moreover, VIMM works well with both fractional and integer numbers in its comparison procedures. Research limitations/implications : As an implication for research, we have added the development of the VIMM under fuzzy and grey environments as the direction for optimization of the method. Practical implications : As managerial implications, VIMM not only provides less complex process for the evaluation of the criteria in the managerial decision-making process, but it also generates consistent results, which make VIMM a reliable tool to apply to a large number of potential decision-making problems. Originality/value : As a novel subjective weighting method, there exist five major values that VIMM brings over AHP and BWM methods: VIMM requires fewer comparisons compared with AHP and BWM; it is not sensitive to the number of criteria; as a goal-oriented method, it exclusively takes the decision-making goals into account; it keeps the validity and reliability of the Decision-Makers’ (DMs’) opinions and works well with integer and fractional numbers.