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...

Purpose - The paper seeks to explore empirically the lived experience of trust in consumer brands and to develop a model focusing on functional and symbolic brands. Design/methodology/approach - The paper presents an exploratory, grounded theory approach and the study conducted in-depth...