Purpose This study aims to identify and analyse the interactions among drivers of anti-food waste behaviour at the consumer level. By understanding the mutual interactions among the drivers, an effort is made to identify the most driving and most dependent drivers through the total interpretive structural modelling (TISM) approach. Modelling offers inputs to propose focused interventions for reinforcing the identified drivers of anti-food waste consumer behaviour using the theoretical lens of social practices theory. Design/methodology/approach A proposed model of factors affecting anti-food waste behaviour is arrived at to suggest the most effective anti-food waste behavioural interventions. The factors were identified through an extensive literature search. A hierarchical structure of identified factors has been developed using TISM and MICMAC analysis through expert opinion. Focused marketing strategies towards promoting the identified factors for encouraging anti-food waste behaviour were suggested further. Findings This study identifies nine drivers based on extensive literature review, brainstorming and expert opinion. The TISM hierarchical model portrays the most important and least important drivers of household anti-food waste behaviour. It establishes that fundamental knowledge and socio-cultural norms are the most critical factors to drive the consumers. Marketers can focus on designing effective interventions to enhance the essential knowledge of the consumers and orient the socio-cultural norms towards anti-food waste behaviour. Practical implications This study offers implications for practitioners, policymakers and cause-driven marketing campaigns targeting anti-food waste behaviour. It provides an indicative list of critical factors relevant to household food waste behaviour, which can be used to drive effective marketing campaigns to nudge anti-food waste behaviours. Originality/value The proposed food waste behaviour management model was developed through modelling technique (TISM) and Cross-Impact Matrix Multiplication Applied to Classification (MICMAC) analysis, and relating them to marketing interventions is a novel effort in the food waste domain.

Purpose Organic food is getting attention these days from consumers and producers, in pursuit of safe and chemical-free food. In India, there is an upsurge in entrepreneurs in the organic food sector, with women entrepreneurs signalling higher numbers. Women entrepreneurs have the potential to contribute significantly to the field of organic food; the only requirement is to address the challenges faced by them. This paper aims to attempt at exploring and modelling the challenges faced by women entrepreneurs in the organic food sector. Design/methodology/approach Significant challenges were identified through literature review, primary data collection and expert opinions. The identified challenges were then modelled through total interpretive structural modelling and fuzzy-matriced impact cruises multiplication applique techniques to give a meaningful contextual relationship. Findings This study identified “poor government support” and “less awareness” amongst the stakeholders, as the most strategic challenges with the highest driving power to influence other challenges. In contrast, “low funding options” and “fewer buyers” emerged as the most dependent challenges for organic food women entrepreneurs in India. Originality/value The model proposed in the study gives a roadmap for different stakeholders in the food industry to scale up organic food women entrepreneurs in India.

No abstract

The chances of food contamination and spoilage get enhanced as it passes through various stages, and prudent consumers often need transparency on the origin of food products, their production and processing facilities utilized. Blockchain, an emerging digital technology, offers food traceability solutions to consumers and supply chain partners. But presently, blockchain adoption in Indian supply chains is in the nascent stages. The present study identified the challenges of adopting blockchain technology in Indian food supply chains and modelled them using Interpretive Structural Modelling (ISM). As per the ISM, the ‘regulatory structure’ and ‘lack of realised need’ emerged as the most significant driving forces that impact other challenges, viz. ‘privacy breach issues’, ‘high costs’, ‘lack of skills’, ‘lack of technology’, ‘lack of trust’ and ‘lack of infrastructure’. These challenges have an impact on the ‘scalability problem’. The paper underlines the significance of enabling regulatory structure, improved information and communication technologies infrastructure, and convincing the supply chain stakeholders to use blockchain technology to resolve the underlying challenges and achieve its adoption and scalability in the Indian food industry.

This study aims towards identifying and modelling the significant factors which act as enablers for the branded content to be used strategically by marketers as a marketing tool in the COVID-19 era. A qualitative approach was adopted for this study, and significant factors associated with branded content were identified from the literature review and primary survey. The factors were then verified by the experts in the area of branding and digital marketing. Total interpretive structural modelling (TISM) and Decision-making Trial and Evaluation Laboratory (DEMATEL) techniques were used to model the factors as per their contextual relationships. As per the model outcomes from TISM and DEMATEL approaches, branded content is an efficient marketing tool that promises value delivery to stakeholders. This, in turn, depends on the authenticity and transparency in content development and distribution. The most significant driving enablers for the system suggest efficient measurement and evaluation strategies and the customer as co-creator for the branded content.