Assessing and ranking international markets based on stringency of food safety measures: application of fuzzy AHP-TOPSIS method

Purpose Implementing food safety measures (FSMs) have become a prerequisite for food firms looking to export internationally. Many exporters find it difficult to comply with multiple regulations, and their consignments are often rejected at borders due to food safety concerns. Hence, harmonization in food safety standards is arguably the most contentious topic regarding the export market since it affects international trade. Accordingly, the paper uses the case of Indian seafood exporters to identify key FSMs, investigate stringency associated with them and rank international markets based on degree of stringency for selected FSMs. Design/methodology/approach First, the authors identify the key FSMs by using the Delphi method. Then, the authors apply the Fuzzy analytical hierarchical process (FAHP) method to calculate weights of the FSMs as criteria. Lastly, the authors apply the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) approach to rank markets. To compute fuzzy TOPSIS, weights are derived from fuzzy AHP. Findings This study's findings suggest that product and process standards, traceability requirements and tolerance limits for residues are the most stringent FSMs, among others. Besides, the overall ranking of markets reveal that the European Union (EU), the USA and Japan ranked lowest and perceived to have the most stringent food safety requirements. Originality/value The paper offers guidance to firms and policymakers to manage their efforts and resources during food safety implementation by focussing on critical FSMs. Researchers will get insights about FSMs for further empirical investigation. To the authors' knowledge, no study examined the stringency associated with various FSMs in the seafood industry.