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

Sustainability

Răzvan Cătalin Dobrea¹  Gabriela Molănescu¹  Cristian Buṣu¹  Istudor Nicolae²  Andrei Jean Vasile² 

[1] Bucharest University of Economic Studies, 6 Piata Romana, 1st district, Bucharest 010374, Romania;

关键词: natural soft drinks Romanian market;    sustainability;    ANP;    AHP;    market share;   

DOI  :  10.3390/su70810007

来源: mdpi

【 摘 要 】

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.

【 授权许可】

CC BY   
© 2015 by the authors; licensee MDPI, Basel, Switzerland.