Resumo

The agrifood supply chain is vital for sustainability and social renewal. Corporate sustainability impacts consumer perceptions, emotions, and buying decisions linked to food security and labor conditions (Durach et al., 2025). A positive socially responsible reputation (SRR) builds trust and boosts purchases (Bulsara & Vaghela, 2023). Transparency fosters sustainable consumption but needs better communication (Durach et al., 2025). Thus, we examines how proactive SRR and disclosing sustainable practices (DSSP) affect trust, guilt, and purchase intention in agrifood supply chain.

How do proactive, non-incident socially responsible reputation (SRR) and disclosing socially sustainable practices (DSSP) affect consumer trust, guilt, and purchase intention in the agrifood supply chain? This study aims to examine these effects, as understanding the impact of SRR and DSSP on consumer attitudes and behavior is key to aligning corporate actions with social and environmental expectations in this sector.

Appraisal Theory (AT) explains why consumers react differently to events affecting well-being (Urda & Loch, 2013). In agribusiness, AT use is limited. Our framework links sustainable practices, social reputation, and disclosure to trust, guilt, and purchase intent. We hypothesize SRR affects trust and guilt, with disclosure boosting these effects. Trust and guilt mediate purchase intention in agrifood (Bulsara & Vaghela, 2023).

We conducted two scenario-based, role-playing experiments (SRE). In Study 1, we used a 2 (incident SSR vs. non-incident SSR) x 2 (no disclosure of SSP vs. disclosure of SSP) design. In Study 2, we employed a 3 (disclosure of SSP compliance: via the own company, via a third-party organization, or control) x 1 between-subjects design. We also conducted qualitative interviews with seven UK grocery shoppers to understand the results of Study 1. Additionally, we performed further analyses to better understand the patterns observed in Study 2.

This study clarifies SSR and DSSP effects on consumer emotions and purchase intentions in the agrifood supply chain, with trust as a key mediator and the role of credible, especially third-party, sources. SSR builds trust, reduces guilt, and boosts purchase intention. DSSP alone does not significantly moderate SSR effects, needing more study. Transparency without external validation risks perceived hypocrisy. Emotions mediate decisions, linking responsible practices to behavior, highlighting combined rational and emotional strategies for sustainability.

This study advanced understanding of how socially responsible reputation and disclosure of sustainable practices affect consumer trust, guilt, and purchase intentions in agrifood. A strong reputation builds trust and lowers guilt, driving buying behavior. Disclosure alone has limited impact without external validation. Agrifood companies should invest in SSR and transparent, third-party-verified disclosures to enhance trust and competitiveness. Future research should examine cultural, regulatory contexts, and other emotions in sustainable purchasing.

Bulsara, H. P., & Vaghela, P. S. (2023). Trust and online purchase intention: a systematic literature review through meta-analysis. International Journal of Electronic Business, 18(2), 148. Durach, C. F., Simpson, D., Wiengarten, F., & Wu, Z. (2025). Beyond the Yield: Enhancing Agricultural Sustainability Through Operations Management. Journal of Operations Management, 71(4), 516–528. Urda, J., & Loch, C. H. (2013). Social preferences and emotions as regulators of behavior in processes?. Journal of Operations Management, 31(1–2), 6–23.