Identifying the causal structure of sustainable consumer behavior with Fuzzy DEMATEL: fast moving consumer goods sector within developing economies
Sherbaz Khan, Adeel Shah, Uzma Khan, Rizwan Matloob EllahiPurpose
This study aims to identify and structure the key determinants influencing sustainable consumer behavior in the fast-moving consumer goods (FMCG) sector within developing economies. It seeks to examine the causal interrelationships among environmental, economic, socio-psychological and institutional factors and to distinguish primary driving variables from dependent outcomes shaping sustainable consumption decisions.
Design/methodology/approach
In total, 16 determinants were identified through literature synthesis and expert validation. Using the Fuzzy Decision-Making Trial and Evaluation Laboratory (Fuzzy DEMATEL) method, 14 experts conducted pairwise evaluations based on a five-point linguistic scale converted into triangular fuzzy numbers. The aggregated fuzzy matrices were normalized and defuzzified to compute prominence (D + R) and relation (D-R) values. Reliability was confirmed using Fleiss' Kappa (0.964). MICMAC and network analyses validated the causal classifications.
Findings
Government policy and incentives, ethical values and personal norms and cultural values emerged as dominant causal drivers. Digital technology and environmental concern functioned as linkage factors, while price, convenience, trust in green claims and emotional motivations formed the dependent layer. The results reveal a hierarchical macro–meso–micro causal structure, demonstrating that institutional and moral-cultural forces primarily shape sustainable consumer behavior in emerging FMCG markets.
Research limitations/implications
The study relies on expert-based judgments within developing economy contexts, which may limit generalizability across sectors or regions. Future research may incorporate hybrid MCDM approaches or longitudinal empirical datasets to further validate and extend the identified causal framework.
Practical implications
Policymakers should prioritize regulatory incentives and eco-labeling frameworks, while FMCG firms should leverage digital engagement, ethical positioning and improved product accessibility to stimulate sustainable purchasing behavior in emerging markets.
Originality/value
This study extends Fuzzy DEMATEL application to consumer sustainability research by mapping a structured causal hierarchy of sustainable consumer behavior in developing economy FMCG markets, integrating behavioral theory with computational modeling to generate actionable strategic insights.