Investigation of the possibility of increasing trust in the domestic pistachio marketing in Iran: a case study of Kerman Province

Agricultural product market is a system of relationship among buyers and sellers. Trust as a factor which supports these relationships, leads the trading to its goals. In this study, using a sample of 110 farmers and 119 pistachio traders, trust situation in pistachio market and its determinants were investigated in Kerman province. Stratified random sampling method was used and Pearson correlation coefficient and regression method were applied to the data. Results showed that age, experience, being as an exporter, scale and living in town have positive and significant effects on quantity of trust. In contrast, education has negative effect in this regard. From the farmers and traders points of view, the most important factors that enhance trust in pistachio market are buyers' reputation and capital. They also believe that delayed payment of pistachio price by buyers and lack of quality criteria for pricing are the factors that reduce trust. Measuring willingness to pay for increasing trust in pistachio market showed that pistachio producers and traders are ready to pay 279.07 and 507.43 Rls per kilogram, respectively. Finally, four tools were proposed for enhancing trust in pistachio market. They are designing an institute or organization to guarantee trading between buyers and sellers, declaring irrecoverable and delayed checks of buyers by banks, establishing an office for gathering suggestions, and holding meetings between buyers and sellers. The priority of these tools was distinguished by respondents.