{"title":"The Role of Emotion and Calculative Self-Interest in Trust Perception:Case of the Dairy Value Chain","authors":"Dalel Ayari, G. Boulila","doi":"10.1080/15228916.2022.2039862","DOIUrl":null,"url":null,"abstract":"ABSTRACT Trust among actors plays an important role in contracting decisions and cooperative membership. There is, however, a concern to understand trust development and the determinants of trust perception. In this paper, trust perception is explained by emotions and calculative self-interest along with other predictors, namely transaction costs in the value chain exchange. We assume that emotional non-calculative trust and calculative self-interest are both present in local rural economies, making this context appropriate to test our hypothesis regarding the importance of emotional links in networking and contracting along the value chain. We used a sample of breeders in a local community to construct the emotional non-calculative self-interest and the calculative self-interest components and investigated how these two indicators contribute to generate trust perception. In addition, transaction costs related to opportunism, uncertainty and, dependency have strong effect on trust perception. The results provide support that emotional non-calculative self-interest fosters trust perception; despite opportunistic behavior and distrust, breeders are able to build trusty links using close relationships. Smallholder dairy farmers could use existing social networks to control high transaction costs, to foster trust and institute sustainable contracts as a way to coordinate transactions.","PeriodicalId":46981,"journal":{"name":"Journal of African Business","volume":"24 1","pages":"38 - 58"},"PeriodicalIF":2.1000,"publicationDate":"2022-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of African Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15228916.2022.2039862","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT Trust among actors plays an important role in contracting decisions and cooperative membership. There is, however, a concern to understand trust development and the determinants of trust perception. In this paper, trust perception is explained by emotions and calculative self-interest along with other predictors, namely transaction costs in the value chain exchange. We assume that emotional non-calculative trust and calculative self-interest are both present in local rural economies, making this context appropriate to test our hypothesis regarding the importance of emotional links in networking and contracting along the value chain. We used a sample of breeders in a local community to construct the emotional non-calculative self-interest and the calculative self-interest components and investigated how these two indicators contribute to generate trust perception. In addition, transaction costs related to opportunism, uncertainty and, dependency have strong effect on trust perception. The results provide support that emotional non-calculative self-interest fosters trust perception; despite opportunistic behavior and distrust, breeders are able to build trusty links using close relationships. Smallholder dairy farmers could use existing social networks to control high transaction costs, to foster trust and institute sustainable contracts as a way to coordinate transactions.
期刊介绍:
Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics