What about the consumer choice? The influence of social sustainability on consumer's purchasing behavior in the Food Value Chain

The environmental, economic, and social impact of food value chains have attracted the attention of a wide range of stakeholders. However, only a few studies have focused on sustainability in the food industry in terms of social responsibility from a developing country perspective. Indeed, existing analysis has not adequately addressed the role of social responsibility on consumers’ preferences and purchasing decision. This paper intends to shed light on this nexus through qualitative research relying on in-depth interviews with decision-makers along the food value chain. Results suggest that consumers are sensitive to social abuse practices, but they face difficulties to access information in order to inform their decisions. Therefore, a higher investment in transparency instead of certifications is recommendable, as sometimes companies could be considered greenwashing. In this regard a number of opinion leaders, including retailers and wholesalers, unions, media, and governments, can play a key role to enhance awareness through information flows.