Factors affecting consumer purchase intentions of organic food through fuzzy AHP

Purpose Organic food market has grown rapidly on a global level and so is the interest of customers. The present paper ranks the factors and sub-criteria which are taken into consideration while making organic purchase decisions resulting in understanding the behaviour of consumers. Design/methodology/approach The present paper considered a sample of 550 respondents in the area of Punjab. Fuzzy AHP technique was applied to understand the key...