Fuzzy AHP and fuzzy TOPSIS methods of analysing online impulsive buying of organic food: A cognitive-affective decision-making perspective

Article type: Research Article

Authors: Aljanabi, Abdulqadir Rahomee Ahmed^{a; 1} | Ghafour, Karzan Mahdi^{b; *}

Affiliations: [a] Department of Public Relations and Marketing, Sulaimani Polytechnic University, Sulaymaniyah, Iraq | [b] Department of Project Management, College of Commerce, University of Sulaimani, Kurdistan, Iraq

Correspondence: [*] Corresponding author. Karzan Mahdi Ghafour, Department of Project Management, College of Commerce, University of Sulaimani, Kurdistan, Iraq. E-mail: [email protected]; https://orcid.org/0000-0002-7139-1040.

Note: [1] https://orcid.org/0000-0001-7836-2480

Abstract: Buying decisions are influenced by a variety of factors that can give rise to impulsive, unplanned, or even irrational purchases. Research has examined the motivational factors that foster organic food consumption, but no study has explored the relative weights of these factors and whether their effects vary depending on the type of food. This study adopted the cognitive-affective perspective to examine the antecedents of online impulsive buying of organic food using a sample of 452 consumers living in Baghdad, Iraq. The fuzzy AHP and fuzzy TOPSIS methods were used to rank five organic food alternatives. The results revealed that the effects of cognitive factors on organic food purchases differ from those of affective factors.

Keywords: Impulsive buying behaviour, AHP, fuzzy TOPSIS, multi-criteria decision-making, organic food

DOI: 10.3233/JIFS-237400

Journal: Journal of Intelligent & Fuzzy Systems, vol. 46, no. 4, pp. 7823-7838, 2024