Does fairness matter? Consumers' perception of fairness in the agro-food chain

IntroductionDefining 'fairness' in the agro-food sector is a challenging task. There is no single definition of fairness and the literature does not provide a complete conceptualization from the consumer's point of view. The current research seeks to explore the consumers' interest in fairness and ethics in the agro-food chain by exploring (i) a comprehensive theoretical framework to conceptualize fairness from a consumer perspective, and (ii) the consumers' perceived importance of different food attributes as fairness-related aspects. MethodLiterature review and focus groups allowed for the creation of the final survey to be submitted to consumers. 529 valid responses from a predominantly Italian female sample were collected. Data were elaborated with Exploratory Factor Analysis and ANOVA test. ResultsThe research identified five dimensions of fairness: Fair price, environment, networking, short chain, and working condition. Also, it emerged that age influences consumers' perceived importance of products with fair attributes. DiscussionThis research contributes to the development of a fairer and more sustainable food system by identifying perceptions of agro-food chain fairness and establishing a link with food shopping intentions. The research provides companies with suggestions on how to expand sales by reaching a greater number of consumers.