REECAP 7th Annual Meeting

From Farm to Fork? How Public Perceptions Shape Attitudes Toward Supply Chain Income Redistribution

Not scheduled

20m

German Centre for Integrative Biodiversity Research (iDiv) Halle-Jena-Leipzig

Using behavioral insights or economic psychology to improve food, agricultural, and agri-environmental policies Session Block

Speaker

Samuel Brea (Leibniz Institute of Agricultural Development in Transition Economies (IAMO))

Description

Public dissatisfaction with the distribution of consumer expenditure across the food supply chain—spanning input providers, farmers, processors, distributors, and retailers—is well-documented and indicates public discontent over perceived allocation inequalities. However, the psychological and ethical foundations of these perceptions remain underexplored. This study examines how individuals assess inequality in the food supply chain, focusing on cognitive biases such as zero-sum thinking, moral concerns over coercion and exploitation, and suspicions of monopolistic practices and power imbalances. To investigate these factors, we conducted an experimental survey with treatment manipulations and a one-and-a-half contingent valuation approach, where participants first evaluated a reference price before stating their willingness to pay for redistribution initiatives. Our study draws on data from over a thousand participants in two distinct socio-economic and cultural contexts (Germany and the USA). By identifying key drivers of public concern, we contribute to a broader understanding of how people construct beliefs about agriculture and the food supply chain. Our findings offer theoretical advancements and practical insights for designing socially responsive agricultural policies that address public concerns while minimizing inefficient price interventions.