Volume 24, Issue 2 (2022)                   JAST 2022, 24(2): 275-289 | Back to browse issues page

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Origins of Sustainable Consumption of Organic Food: A Fuzzy Decision-Making Trial and Evaluation Laboratory Approach
H. T. Thuy Giang1 , L. T. Dung 2, Ph. T. Thanh3
1- 1. University of Economics and Law, Ho Chi Minh City, Vietnam; 2. Vietnam National University, Ho Chi Minh City, Vietnam
2- 1. University of Economics and Law, Ho Chi Minh City, Vietnam; 2. Vietnam National University, Ho Chi Minh City, Vietnam , dunglt@uel.edu.vn
3- 1. University of Economics and Law, Ho Chi Minh City, Vietnam; 2.Vietnam National University, Ho Chi Minh City, Vietnam
Abstract:   (1295 Views)
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.
Keywords: Fuzzy DEMATEL, Marketing strategies.
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Article Type: Original Research | Subject: Agricultural Economics/Agriculture Marketing and Supply Chains
Received: 2021/01/13 | Accepted: 2021/05/23 | Published: 2022/02/17
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