A Systematic Literature Review of Analytical Hierarchy Process (AHP) Applications in Consumer Decision Making for Agri-Food Products Aulia Bayu Yushila 1*, Hanif Naufal Ahmi 1, Hidayatun Muyasyaroh 1, Febriani Lukitasari 1, Luthfiyah Nurlaela 1, Panji Deoranto 2, and Garin Nafisah Karina 3
1 Culinary Education Study Program, Faculty of Engineering, Universitas Negeri Surabaya, 60231 Surabaya, Indonesia
*auliayushila[at]unesa.ac.id
2 Department of Agro-industrial Technology, Faculty of Agricultural Technology, Universitas Brawijaya, 65145 Malang, Indonesia
3 Community Empowerment Unit, Research and Technology Transfer, Binus University, 11530 Jakarta, Indonesia
Abstract
The agri-food sector plays a critical role in ensuring food security and economic growth. Consumer decision making in this sector is inherently complex, as purchasing choices involve multiple criteria such as product quality, safety, and price. Analytical Hierarchy Process (AHP) has emerged as a widely used Multi Criteria Decision Making method to structure and prioritize these complex choices. However, despite its extensive application in supplier selection and production planning, a systematic synthesis of AHPs role in evaluating consumer decision making for agri-food products remains limited. This study aims to systematically review and synthesize the application of AHP and its variants in evaluating consumer decision making for agri-food products. Following the PRISMA protocol, a total of 471 records were retrieved from Scopus and Google Scholar, with 22 studies meeting the inclusion criteria. The review identifies seven dominant categories of decision making criteria: sensory attributes, economic factors, product quality, packaging, accessibility, service quality, and consumer awareness. Sensory factors, particularly taste and aroma, alongside price and product quality, consistently emerge as key determinants of consumer choice. This SLR uniquely contributes to understanding consumer decision making in agri-food systems, identifying critical decision criteria, providing critical insights for producers to develop consumer aligned strategies.
Keywords: Analytical Hierarchy Process (AHP)-Consumer Decision-Making-Agri-Food Products-Systematic Literature Review
Topic: Agro-industrial system management and regulation
