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This paper (draft) aims to improve our understanding of the role of trust in the context of sustainability initiatives, from multiple supply-chain (consumer and producer) perspectives, employing a set of logistic regression models. First, it analyzes consumer preferences regarding sustainability initiatives that food supply chain stakeholders (farmers, retailers, food processors, food service providers) could potentially implement from a consumer perspective, to increase consumer trust. This consumer perspective is then contrasted with a producer perspective, where we aim to understand the drivers of producers' trust into externally provided sustainability initiatives (certification for sustainable production practices, GlobalGAP). The consumer study is based on a survey from among 2,193 consumers in 6 countries (Finland, Israel, Italy, Poland, Spain, and the UK), to be contrasted with a survey from among 658 Kenyan producers (farmers), thereby assessing universal antecedents of trust.
