A fuzzy-set approach for multiple criteria decision making in sustainable consumption of organic food

Abstract

The study proposes a set of enablers of the consumer sustainable organic food consumption and detects the interrelationship between these attributes. This paper adopts the fuzzy set theory and decision-making trial and evaluation to explore the interrelationship between attributes, including consumer demographic aspect, psychological aspect, social-level aspect and stakeholder impact being explained through 13 criteria and being assessed by experts in the industry. The findings show that stakeholder impact and demographic aspect belong to a causal group and impact the other two aspects. The six most important attributes affecting sustainable consumption of organic foods are support and guidance from government support, mass media, education and research institutions, educational level, income status and consumer age. The study grants an alternative approach for sustainable consumption theory through providing a fuzzy-set theory for multiple criteria decisions making in sustainable consumption of organic food.