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

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.

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