Food sustainable model development: An ANP approach to prioritize sustainable factors in the romanian natural soft drinks industry context

Abstract

The latest developments in natural soft drinks in the Romanian market signal significant changes in consumers' perceptions of the sustainability concept. While the necessity of preserving natural resources and ensuring a decent level of healthiness seem to be steadily embraced by the Romanian society, the lack of long enough time series to acknowledge this shift render impossible a traditional econometric validation of these recent trends in economic thinking. The large number of European-funded projects for upgrading technology in the Romanian sector of natural soft drinks raises the question whether the learning by doing effect dispersed into the Romanian managers' investment decision making from the perspective of both economic and food sustainability. This paper presents the construction and the evaluation of an Analytical Network Process (ANP) market share model, which emerged from extended in-depth interviews with 10 managers of the main Romanian natural soft drinks producers. This model differs from traditional market share ANP ones since concepts like either food of economic sustainability were considered as significant driving factors. The coincidence between the estimated market share and the actual one, expressed by Saaty's compatibility index, validate this model and offer comparative numerical weights' of importance for food or economic sustainability.