Origins of Sustainable Consumption of Organic Food: A Fuzzy Decision-Making Trial and Evaluation Laboratory Approach

The paper aims to explore the crucial antecedents of consumer behaviour toward sustainable consumption of organic food. The integrated fuzzy set theory and Decision-Making Trial and Evaluation Laboratory (DEMATEL) methods, with experts’ suggestion approach were adopted.The results reveal the six origins of sustainable consumption of organic foods, namely, the government support and guidance, mass media agents, education and research institutions, and consumer demographics (educational level, income status and age). The study grants an alternative approach for sustainable consumption theory using a fuzzy-set theory and DEMATEL methods.

کلیدواژه ها:

Fuzzy DEMATEL ، Marketing strategies.