Download or read book Influential Peers! Consumer behavior and complex business relationships in food supply chain networks written by Christoph Wiedenroth and published by Cuvillier Verlag. This book was released on 2024-01-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers and primary producers are identified as important stakeholders in the necessary evolution to more sustainable agri-food supply chains. To contribute to their sustainable development, this dis-sertation analyzes both consumers current sustainability led food consumption trends and complex interactions among primary producers in food supply chain networks (FSCN). With respect to con-sumers, the influence of consumer comprehension on purchasing behavior of food products that car-ry sustainable food labels is investigated. Furthermore, characteristics of food consumption trends receptive to technological innovations, namely social media marketing, and driven by social innova-tions, this being consumers’ motives to consume food products for health-related luxury reasons are analyzed. Among primary producers, this dissertation investigates the influence of multiplex relation-ship dynamics, i.e. the influence of business and personal relationship dynamics among social net-work members on farmers’ strategic FSCN decisions.