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

Author

Listed:
  • 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
    Universiti Kebangsaan Malaysia, UKM-Graduate School of Business)

  • Ming-Lang Tseng

    (Asia University, Institute of Innovation and Circular Economy
    China Medical University Hospital, China Medical University, Department of Medical Research
    Universiti Kebangsaan Malaysia, UKM-Graduate School of Business
    Khon Kaen University, Department of Industrial Engineering)

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.

Suggested Citation

  • Chih-Cheng Chen & Faradilah Hanum & Tat-Dat Bui & Ming K. Lim & Ming-Lang Tseng, 2025. "Suboptimal food products in Indonesia: a sustainable consumption behavior choice experiment and unveiling the attributes with a causality approach," Annals of Operations Research, Springer, vol. 355(1), pages 1175-1221, December.
    • Handle: RePEc:spr:annopr:v:355:y:2025:i:1:d:10.1007_s10479-024-05931-8
    DOI: 10.1007/s10479-024-05931-8
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    References listed on IDEAS

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