Enhancing food quality, organizational sustainability, and societal welfare by analyzing barriers to online pharmacy services

Purpose With the rise in population and food consumption, the concerns for food safety have intensified, posing significant risks to public health and increasing the demand for pharmaceuticals. This has led to the growth of online pharmacies as a solution for better healthcare accessibility. Although such online pharmacies are supported by advancements in digital health technologies, a number of challenges inversely affect their widespread adoption, particularly about food security, pharmaceutical quality and societal well-being. The present study aims to bridge this critical gap by identifying key barriers, analyzing their interdependencies and assessing their impact on healthcare access. Design/methodology/approach This study employs an integrated methodological framework combining Interpretive Structural Modeling (ISM) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) to analyze barriers to online pharmacy adoption systematically. ISM is used to identify and structure key barriers, creating a hierarchical framework that delineates their influence and dependence. DEMATEL further elucidates causal relationships among these barriers, quantifying interdependencies and evaluating their implications for food security and societal well-being. Findings The analysis identifies “lack of inspection and regulation” and “lack of trust” as primary barriers. ISM reveals a hierarchical structure, while DEMATEL highlights eight causal barriers, including insufficient information, interstate sale challenges, delayed delivery and inaccurate medication, among others. Practical implications The study will be helpful in preparing a strategic framework for policymakers, healthcare professionals and e-retailers to enhance food safety, quality assurance and health education. The comprehensive approach also enables decision-makers to develop empirically driven strategic interventions. Originality/value This study contributes to the theoretical framework of food quality and supports the development of prerequisite programs for promoting healthy lifestyles.