How consumers perceive the sustainability of a product with a short food supply chain certification: the case of the Catalan proximity sales label

Author:

Molist Adrià Menéndez i1,Kallas Zein1,Fuentes Omar Vicente Guadarrama1

Affiliation:

1. Centre de Recerca en Economia i Desenvolupament Agroalimentari (CREDA-UPC-IRTA)

Abstract

Abstract

Enhancing the sustainability of the agri-food supply chain is dependent on the active and informed participation of consumers. Food product certifications can aid consumers in making better-informed purchasing decisions. In this research, we examined the consumer's perceptions of the sustainability features of two institutional short chain certifications, which indicate the product's local and short supply chain origins. Data was obtained from a sample of 300 Catalan consumers, who were stratified by gender, age, and income level. Respondents were surveyed face-to-face in an experimental environment and asked to rate 20 sustainability indicators on a 7-point Likert scale based on FAO’s sustainability assessment for food and agriculture systems (SAFA), with fig jam as the case study. The study showed that consumers believe purchasing certified fig jam contributes to improving agri-food supply chain sustainability, particularly concerning the farmers’ economic and governance aspects. The heterogeneity analysis revealed a correlation between trust in the certification and purchase intention of certified fig jam and higher sustainability perceptions, particularly among the enthusiastic cluster of consumers. However, prior knowledge of the certification was not a significant factor. The results highlight the significance of implementing direct sales and short chain certifications through institutional bodies to encourage consumers to make sustainable purchasing choices. This represents a road map for producers, policymakers and marketers in the agri-food sector.

Publisher

Springer Science and Business Media LLC

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