Buyer Fairness and Supplier Trust: The Moderating Effects of Supplier Dependence From a Motivated Cognition Perspective

ABSTRACT Distributive fairness (how benefits are shared) and process fairness (how decisions are made) are key antecedents to trust formation in buyer–supplier relationships. However, existing research has given limited attention to when and how distributive and process fairness are associated with higher trust, especially considering the motivational components of trust. Drawing on a motivated cognition perspective, this study examines how supplier dependence—a key factor that shapes supplier motivation—moderates the relationship between buyer fairness and supplier trust. Survey data were first used to investigate the moderating effects, demonstrating distinct patterns of fairness effects across different levels of supplier dependence. A case study was then utilized to strengthen the research's applicability in real‐life situations, particularly to illuminate the mechanism of motivated cognition. This study advances knowledge in two important ways. First, it provides a fuller specification of the fairness–trust connection in buyer–supplier relationships. Second, it generates novel insights into trust as a motivated phenomenon.