Abstract
In recent decades, consumer trust in the food sector has declined because of several scandals that have affected the agro‐food industry. To recover their business reputation and trust, agro‐food companies are increasingly implementing corporate social responsibility (CSR) in their production processes. CSR involves the whole supply chain, and several studies on CSR in the agro‐food industry have investigated consumer preferences regarding social responsibility either as a whole or in a small number of dimensions. This study, which is based on a sample of 204 Italian university students, measures consumer preferences and the willingness to pay (WTP) for eight dimensions of CSR. The respondents' WTP was evaluated in a nonhypothetical setting by using the incentive‐compatible Becker–DeGroot–Marschak method. Individual human values were also detected to investigate the determinants influencing the participants' WTP. The results revealed a positive effect of social responsibility on the participants' WTP, with personal values playing a central role.
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