- Title
- Challenges and Consumer Trust in Blockchain Wine Traceability
- Creator
- Dupuis, Irma; Toohey, Lisa; Carlson, Jamie; Bucher, Tamara
- Relation
- ANZMAC 2023: Marketing for Good. Proceedings of the ANZMAC 2023: Marketing for Good (Dunedin, NZ 04-06 December, 2023) p. 106-109
- Publisher
- ANZMAC
- Resource Type
- conference paper
- Date
- 2023
- Description
- Introduction and Research Aim. The global wine trade, valued at over USD 34 billion in 2020 (Observatory of Economic Complexity, 2020), operates under strict packaging regulations and traceability standards (GS1, 2021). Wine’s unique position as a perishable agri-food product and high-end collectible exposes it to food safety risks, fraud, and counterfeiting. The emergence of technologies like Internet of Things (IoT), blockchain, Near Field Communication (NFC), and QR Codes presents opportunities for digital marketing and substantiating authenticity and sustainability claims. The EU’s Circular Economy Action Plan and Digital Product Passports powered by blockchain and QR Codes (European Commission, 2019) aim to provide consumers with trusted authenticity, and sustainability information while enhancing efficiency and traceability (Deloitte, 2022). However, their adoption poses significant challenges for wine producers and consumer trust is yet to be comprehensively addressed. Further, no organising framework exists in literature examining the interrelationships between antecedents, decisions, and outcomes of consumer trust in blockchain traceability to guide research and implementation in the wine context.
- Subject
- wine trade; blockchain; Internet of Things (IoT); Near Field Communication (NFC)
- Identifier
- http://hdl.handle.net/1959.13/1505780
- Identifier
- uon:55737
- Identifier
- ISSN:1447-3275
- Language
- eng
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