Farm to Fork: Pioneering a Sustainable Supply Chain Revolution

This research article focuses on the transformative effect of the supply chain revolution prevailing in the food industry, with explicit attention to the consumption of the short food supply chain in the city of Coimbatore. Recognizing Coimbatore as a significant revenue-generating city, the study utilizes a structured survey instrument distributed randomly among 150 consumers. The research employs Structured Equation Modeling to quantitatively assess the relationships between various factors. Coimbatore, chosen for its economic importance, serves as the primary location for this study. A structured survey is administered to 150 consumers chosen randomly. The research employs Structured Equation Modeling to analyze the quantitative relationships between key factors influencing the supply chain in the food industry. The current research paper reveals a robust model fit between consumer intention, attitude, and satisfaction. Notably, consumers with high intentions demonstrate a higher level of satisfaction in their purchase experiences within the short food supply chain in Coimbatore. These findings suggest that the consumer's intention plays a more significant role in shaping their attitudes and overall satisfaction towards the supply chain in the food industry. This research contributes valuable insights into the dynamics of the evolving supply chain in the food sector, specifically in the context of a city with economic significance like Coimbatore.