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Perception of fairness within organic fresh produce supply chains: the case of small and medium fresh produce retailers

机译：有机新鲜农产品供应链中的公平感：中小型新鲜农产品零售商的情况

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Consumers and other stakeholders expect ethical business practices along the supply chain, making it imperative for business customers to have a 'responsibility centred' purchasing strategy. This paper analyses the influence of perception of responsibility and ethics by focussing on "fairness" within supply chain relationships. The research employs a multiple case study approach to analyse the relationship between fair and equitable business conduction and dyadic supply chain relationships from a business customer's (retailer's) perspective. The researchers conducted semi-structured interviews with an intent to determine fairness related factors that affect purchasing and vertical inter-organizational relationships. The results illustrate that within the organic fresh fruit and vegetable value chain, the vertical relationships between suppliers and business customers are heavily influenced by the perception of fairness and responsibility centric activities of the supplier organization. A major finding of fairness perception is that from a business customer's perspective, fairness perception is possible only when there is a fair behaviour to all stakeholders and thereby, the paper defines fairness from a stakeholder perspective. Moreover, by dividing fairness into three components; distributive, procedural and interactive fairness, the paper illustrates that there is a difference in perceived fairness according to the focus on each component of fairness. With greater competition from both local and international suppliers, it is imperative that suppliers create and implement strategies that foster effective supply chain relationships and this research guides managers to achieve the same. Research analysing the interrelationships between the freshfruit and vegetable supply chain actors' fairness perception and stakeholder orientation, and propensity to repurchase within a business-to-business context is minimal and this paper contributes to this scant literature.
机译：消费者和其他利益相关者期望在供应链中遵循道德商业惯例，因此企业客户必须制定“以责任为中心”的购买策略。本文通过关注供应链关系中的“公平”来分析责任感和道德观的影响。该研究采用多案例研究的方法，从商业客户（零售商）的角度分析了公平和公正的商业行为与二进供应链关系之间的关系。研究人员进行了半结构化访谈，目的是确定影响购买和纵向组织间关系的公平相关因素。结果表明，在有机新鲜水果和蔬菜的价值链中，供应商和商业客户之间的垂直关系受到供应商组织对公平性和以责任为中心活动的感知的严重影响。公平感知的一个主要发现是，从商业客户的角度来看，只有当所有利益相关者都有公平的行为时，才可能实现公平感知，因此，本文从利益相关者的角度定义了公平。此外，将公平分为三个部分;在分配，程序和互动的公平性上，本文根据对公平的每个组成部分的关注，说明了感知的公平存在差异。随着本地和国际供应商之间的竞争越来越激烈，供应商必须制定和实施能够促进有效供应链关系的战略，这项研究可以指导管理者实现同样的目标。对新鲜水果和蔬菜供应链参与者的公平感知和利益相关者取向以及企业对企业环境下的回购倾向之间的相互关系进行分析的研究非常少，因此，本文为这一文献提供了帮助。

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