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Analyzing barriers for organic food consumption in India: a DEMATEL-based approach

Shashank Thanki (Institute of Management, Nirma University, Ahmedabad, India)
Sunita Guru (Institute of Management, Nirma University, Ahmedabad, India)
Bhavin Shah (Operations and Supply Chain Management Group, Indian Institute of Management (IIM) Sirmaur, Sirmaur, India)

British Food Journal

ISSN: 0007-070X

Article publication date: 28 October 2024

Issue publication date: 20 November 2024

126

Abstract

Purpose

Popularity of organic food and food products is growing across the globe due to rising awareness towards health and environment, leading to quality life. However, the multitude of challenges associated with the purchase and consumption of organic food remain insufficiently addressed within the context of developing nations, such as India. This study attempts to fill this gap by identifying the crucial barriers and analyzing them further to establish contextual relationships among them.

Design/methodology/approach

In total, 18 barriers identified with a literature review are classified into 6 major barriers (constructs) using exploratory factor analysis (EFA). Further, fuzzy decision-making trial and evaluation laboratory (DEMATEL) approach is employed to relegate these barriers and sub-barriers into the cause-and-effect group. Moreover, causal relationships among these barriers are also established to assist organic food producers and food processing industries in developing the strategies to overcome these barriers.

Findings

The study results indicate that “acceptability,” “preferability” and “reachability” are the most prominent barriers. Moreover, “reachability’ is the leading cause group barrier, while “acceptability” is the major effect group barrier. “Usualness,” “visibility” and “readiness” of the organic food exhibit significant challenges in the organic food consumption.

Practical implications

The findings of this study act as a roadmap and guiding principle for various stakeholders, such as organic food manufacturers, organic food processing industries, government policymaking bodies and food certification agencies, in organizations and government regulatory agencies for devising and implementing targeted strategies to enhance the accessibility, appeal and, in turn, adoption and consumption of organic foods. This successively contributes to broader efforts in improving public health and ensuring sustainable agricultural practices.

Originality/value

The contribution of this study is two-fold. First, it investigates the interdependences among the organic food consumption barriers. Second, it provides policy-related recommendations to enhance the consumption of organic food, especially in India.

Keywords

Citation

Thanki, S., Guru, S. and Shah, B. (2024), "Analyzing barriers for organic food consumption in India: a DEMATEL-based approach", British Food Journal, Vol. 126 No. 12, pp. 4459-4484. https://doi.org/10.1108/BFJ-06-2024-0598

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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