Consumer Disposition Toward Fairness in Agri-Food Chains (FAIRFOOD): Scale Development and Validation

Margherita Del Prete, Artyom Golossenko, Matthew Gorton, Barbara Tocco, Antonella Samoggia

Journal of Business Ethics · 2025 · Volume 197 · Issue 2

Abstract

Fairness in agri-food supply chains receives increasing consumer, industry, and political attention but is currently under-conceptualized and lacks appropriate frameworks for measurement. Therefore, building on a theoretically grounded conceptualization of consumer dispositions toward fairness in agri-food supply chains, we developed and validated a 14-item fairness measurement scale (FAIRFOOD). The scale comprises of four dimensions (economic, environmental, social, and informational) which are manifestations of the same construct (higher-order structure). We empirically validate the scale and its reliability using four studies and eight independent samples from Italy (n= 1386) and the UK (n= 1379). The findings reveal that FAIRFOOD is related, yet distinct from theoretically relevant constructs such as ethical consumption and pro-environment behavior. The FAIRFOOD scale is a strong predictor of outcomes such as willingness to purchase Fairtrade certified products, as well as boycott and negative Word of Mouth intentions if a brand treats other supply chain actors unfairly. Regarding business strategy, rather than focusing on one dimension of fairness independently, managers should adopt a holistic approach, devising initiatives that address all four dimensions in tandem.

Keywords

Fairness, Agri-food supply chain, Scale development

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