Measuring Short Food Supply Chain Sustainability: A Survey on Consumer Satisfaction Through Qualitative Approach

Short food supply chains are essential for building strong relationships between regional producers and customers, promoting sustainability, supporting local economies, and guaranteeing easy access to premium, fresh goods. However, the mismatch between producer supply and consumer demand presents difficulties for this vital industry, preventing it from reaching its full potential for development (Cirone et al., 2023). Increased focus on sustainability in food chains has come from a wide range of stakeholders, including suppliers, policy officials, researchers, consumers, and food producers. The fact that short food supply chain (SFSC) efforts have grown significantly and provide an alternative to the globalized food chains that are now common in the food business is further proof of this growing interest (Paciarotti& Torregiani, 2021).The objective of this study is to explore consumer awareness and satisfaction regarding short food supply chains. The research methodology employed a simple random sampling technique to collect data from respondents in Coimbatore city through surveys. The collected data were analyzed using simple percentage analysis, factor analysis using SPSS, and path analysis via AMOS. The study aims to measure the sustainability of short food supply chains by exploring consumer satisfaction qualitatively. The findings provide insights into the effectiveness of local food systems in meeting consumer expectations and promoting sustainable practices.