Fostering transparency in the transnational supply chain: From Russian forest producers to consumers in Europe and the USA

This paper examines the role played by different units in the supply chain that ensure consumer confidence in the process of production. Analysis of interviews with the managers of various units in the chain of custody showed that, as we move from the buyer to the production units, the building-up of trust by managers is becoming increasingly technical. Thus, end consumers include the intangible value of the product in their understanding of trust regarding Russian wood. The lower the unit is in the chain of custody and the closer it is situated to the logging sites, the more restricted is the construction of trust by managers, undergoing minimization and, ultimately, reduction in the bid to ensure a “normal” business or purely technical approach. The differences observed in the constructions of trust in various units of the chain can be explained in light of two factors: firstly, the challenges faced by each individual unit, and secondly, the value system of the managers at every level.