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

Author

Listed:
  • Margherita Prete

    (University of Bologna)

  • Artyom Golossenko

    (Cardiff University)

  • Matthew Gorton

    (Newcastle University Business School, Newcastle University
    Corvinus University of Budapest)

  • Barbara Tocco

    (National Innovation Centre for Rural Enterprise, Newcastle University)

  • Antonella Samoggia

    (University of Bologna)

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.

Suggested Citation

  • Margherita Prete & Artyom Golossenko & Matthew Gorton & Barbara Tocco & Antonella Samoggia, 2025. "Consumer Disposition Toward Fairness in Agri-Food Chains (FAIRFOOD): Scale Development and Validation," Journal of Business Ethics, Springer, vol. 197(2), pages 391-421, March.
    • Handle: RePEc:kap:jbuset:v:197:y:2025:i:2:d:10.1007_s10551-024-05756-2
    DOI: 10.1007/s10551-024-05756-2
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