SLOW FOOD AND SUSTAINABLE LOCAL SUPPLY CHAINS IN PIEDMONT: BUILDING TRUST THROUGH SHORT NETWORKS

Aim: This study explores consumer perceptions of slow food and sustainable local supply chains, using the event “Terra Madre – Salone del Gusto 2024” in Piedmont, Italy, as a case study. The objective was to identify motivational factors shaping consumer trust in short supply networks and to position the Piedmont configuration as a conceptual reference for future comparative research in Serbia and Southeast Europe, where traditional products strongly align with the principles of slow food. Material and methods: A structured questionnaire containing 32 Likert-scale items was distributed to 448 fair visitors. The measurement model, developed from the literature, was validated through exploratory and confirmatory factor analysis using SEM–AMOS. Reliability, convergent validity, and discriminant validity were assessed with CR, AVE, Fornell–Larcker, and HTMT criteria. Results: Four latent constructs were supported – Health Quality, Price Premium, Green Responsibility, and Local Trust – with strong psychometric properties. Structural paths among domains were small and not statistically significant (≈ −0.04 to +0.02), indicating parallel rather than sequential causal relations. Local Trust did not mediate the other domains. Conclusions: Findings suggest that support for short supply chains stems from coexisting, independent motivations. Managerial implications should therefore target each domain separately (quality and traceability cues, fair-price narratives, visible environmental practices, producer identity and transparency). The Piedmont configuration serves as a conceptual reference whose potential transferability to Serbia and Southeast Europe represents a promising avenue for future comparative research.