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Balancing profitability with social consciousness: Determinants of suppliers' intensity of participation in the EU school fruit scheme

Abstract The purpose of this study is to identify the determinants of suppliers' intensity of participation in the European Union school fruit scheme (SFS) based on the example of the SFS in the German federal state North Rhine-Westphalia. In 2013/14, approximately 100 suppliers including many agricultural enterprises or farm shops took part in a telephone survey. The data were processed by a factor analysis. Multivariate regression and ordered logit analyses were used to examine the determinants of intensity of participation. The results indicate that economic as well as non-economic factors determine suppliers' intensity of participation in such programs, though the financial aspect was determined as the most influential single factor for participation. In addition, the feel-good factor from helping to improve children's dietary habits and supporting the local community has been identified as an important motive.