Abstract
The awareness ofa healthy lifestyle, particularly in food intake, has resulted in the visibility of organic food products. Most of the organic food products are local-based and home-grown. The popularity of Social Network Sites (SNSs) opens the opportunity for organic food sellers to educate, promote, and market their products to customers. However, the credibility of organic food sellers remains as barriers for customers to purchase from them. In this study, we investigatethe organic food sellers selection problem, and the Fuzzy Analytic Hierarchy process method is applied to determine the most trusted sellers. Organic food sellers with the highest priority weight will be select as trusted sellers. The results of the study expected to be used by organic food sellers to improve their business operations. At the same time, the results will serve as guidelines for customers to evaluate the trustworthiness of organic food sellers.
Highlights
Current trends people are becoming more conscious on healthy food intake to achieve quality and healthy lifestyle
The top-level of the hierarchy represents the goal of the problem, which is the selection of the best organic food sellers
A fuzzy AHP based approach was presented to select the trusted organic food sellers based on the identified criteria and sub-criteria
Summary
Current trends people are becoming more conscious on healthy food intake to achieve quality and healthy lifestyle Their awareness on food product has been increased by ensuring they are consuming health-certified and labeled food products. The visual display of Instagram provides opportunities to trigger consumers' emotions and influence their purchase intention These features allow opportunities for organic food businesses to use Instagram for their visibility, increase awareness, and educate consumers on healthy food products. Studies (Che & Cheung, 2017; Din, Ramli, & Bakar, 2018, 2020; Hussain et al, 2017a; Prasertsith et al, 2015; Putri, 2015)have been conducted on identifying influence factors of consumers' purchase intention via Instagram. Based on the researcher's observation, little studies are investigating customers' preferences on organic products, mainly using Fuzzy AHP as decisionmaking tools. The results of this study will help organic food sellers better understand consumers' decision-making behavior
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