Food Sustainable Model Development: An ANP Approach to Prioritize Sustainable Factors in the Romanian Natural Soft Drinks Industry Context

Razvan Dobrea (), Gabriela Molănescu and Cristian Buṣu
Additional contact information
Gabriela Molănescu: Bucharest University of Economic Studies, 6 Piata Romana, 1st district, Bucharest 010374, Romania
Cristian Buṣu: Bucharest University of Economic Studies, 6 Piata Romana, 1st district, Bucharest 010374, Romania

Sustainability, 2015, vol. 7, issue 8, 1-14

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.

Keywords: natural soft drinks Romanian market; sustainability; ANP; AHP; market share (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.mdpi.com/2071-1050/7/8/10007/pdf (application/pdf)
https://www.mdpi.com/2071-1050/7/8/10007/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:7:y:2015:i:8:p:10007-10020:d:53140

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().