Abstract
With growing price volatilities on agricultural markets, the question of fair prices for agricultural products is becoming increasingly important. One major aspect of this is fair treatment of farmers by supply chain partners. Fairness has been discussed in studies in the literature for some time now, but there is little evidence concerning farmers’ perceptions of fairness. This paper addresses this gap, using empirical data from a farm survey and regression analysis of farmer attitudes. The results clearly reveal that besides the overall price satisfaction, the reliability of the supply chain partners and solidarity between farmers influence perceived fairness.
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