Ethical Perceptions and Trust in Green Dining: A Qualitative Case Study of Consumers in Missouri, USA

This qualitative case study explores Missouri-based consumers’ ethical beliefs regarding restaurant sourcing from minority farmers. Guided by the Hunt–Vitell theory of ethics (H-V model), it applies the model in a new context: culturally inclusive restaurant sourcing. Based on 15 semi-structured interviews conducted between September 2024 and October 2024, the study explores how ethical beliefs shape dining intentions. Participants generally viewed support for minority farmers as ethically appropriate. Thematic analysis revealed six key themes: (1) community-oriented social values (e.g., social responsibility toward local businesses); (2) cultural identity (e.g., traditional farming methods); (3) consumer values—food-oriented (e.g., quality); (4) consumer values—people-oriented (e.g., financial support for ethical sourcing); (5) trust-building mechanisms (e.g., sourcing transparency); and (6) barriers (e.g., lack of awareness). These findings highlight limited consumer awareness of minority farmers and the need for transparent communication and cultural education. The study contributes theoretically by extending the H-V model to the intersection of ethics, culture, and restaurant sourcing. Practically, it offers guidance for restaurant managers, marketers, and policymakers to support minority farmers, build trust, and promote inclusive and socially responsible dining. One key limitation of this study is its reliance on a small, Missouri-based consumer sample, which limits generalizability and excludes perspectives from other stakeholders. However, as a regional case study, it provides important depth and contextual insight into an underexplored aspect of sustainable sourcing. This study also highlights the need for multi-stakeholder engagement to advance equity in the food system.