Suboptimal food products in Indonesia: a sustainable consumption behavior choice experiment and unveiling the attributes with a causality approach

Chih-Cheng Chen (), Faradilah Hanum (), Tat-Dat Bui (), Ming K. Lim () and Ming-Lang Tseng ()
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Chih-Cheng Chen: National United University, Department of Business Management
Faradilah Hanum: Asia Management College, Asia University, Department of Business Administration
Tat-Dat Bui: National Taiwan Ocean University, Department of Shipping and Transportation Management
Ming K. Lim: University of Glasgow, Adam Smith Business School
Ming-Lang Tseng: Asia University, Institute of Innovation and Circular Economy

Annals of Operations Research, 2025, vol. 355, issue 1, No 41, 1175-1221

Abstract: Abstract Suboptimal food products in Indonesia are identified as a set of attributes that indicate the sustainable transformation of consumer behavior. As preferences for suboptimal food products are influenced by attributes, consumers consider attributes in various ways, and the current state is still far behind the desired state in practice. This study aims to explore the attributes that enhance sustainable consumption behavior. An approach combining the fuzzy Delphi method and a fuzzy decision-making trial and evaluation laboratory is employed to assess the interrelationships among the attributes following experts’ judgments, and a choice experiment is used to evaluate the attributes of consumers’ preferences. As a result, socially responsible consumption and information framing represent the critical aspects of achieving sustainable consumer behavior. Socially responsible consumption is also found to be important in influencing consumers’ willingness to adopt SCB. In practice, food waste avoidance and saving behavior are the criteria for enhancing consumers’ acceptance of suboptimal food products.

Keywords: Sustainable consumption behavior; Fuzzy Delphi method; Fuzzy decision-making trial and evaluation laboratory; Choice experiment; Suboptimal food products (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10479-024-05931-8

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