Assessing Eco-Friendly Marketing Approaches in India's Agri-Food Sector Through Sustainability Metric

With the rise in environmental consciousness among Indian consumers, the agri-food sector faces an increasing demand for sustainable products. This study endeavours to explore and prioritize eco-friendly marketing tactics within the Indian agri-food industry, integrating the nation's sustainability objectives. Given the vastness and diversity of the Indian market, selecting and ranking eco-friendly marketing strategies, especially when intertwining sustainability metrics, presents a significant challenge. To address this, we employed the Modified Delphi Technique, coupled with a novel Bayesian Network Analysis. Initial strategies and sustainability criteria were identified through expert interviews and literature review. The sustainability criteria were then refined using the Modified Delphi Technique. Subsequently, the Bayesian Network Analysis provided insights into the interdependencies between various strategies and their impact on sustainability goals. Our findings offer a comprehensive roadmap for businesses in the Indian agri-food sector aspiring to adopt a more sustainable marketing approach.