Blockchain-based traceability system adoption in the wine global value chain

Adoption d’un système de traçabilité fondé sur la « blockchain » dans la chaîne de valeur mondiale du vin

Cheryl Marie Cordeiro and Petter Olsen
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Cheryl Marie Cordeiro: GU - Göteborgs Universitet = University of Gothenburg, NOFIMA - Norwegian Institute of Food,Fisheries and Aquaculture Research
Petter Olsen: NOFIMA - Norwegian Institute of Food,Fisheries and Aquaculture Research

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Abstract: Digital services in the field of food safety has been of increasing academix and practical interest in the past decade. Using the unified theory of acceptance and use of technology (UTAUT) framework of analysis, this study brings empirical insights from producers and traders in the wine industry between Europe and China on the effectiveness of use of anti-counterfeit instruments and traceability systems on the wine value chain. We identify barriers to technology acceptance and use and gauge the extent consumer trust can be restored with blockchain traceability systems. The findings indicate that the use of traceability systems remain contextually dependent on business environments that support and facilitate conditions of use for digital services. The findings also indicate that traceability systems should in essence be used together with other more socially tactile services.

Keywords: Digital services; blockchain; traceability; technology adoption; wine; global value chain; Services numériques; chaînes de blocs; traçabilité; adoption de la technologie; vin; chaîne de valeur mondiale (search for similar items in EconPapers)
Date: 2021-06-23
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Published in European Review of Service Economics and Management, 2021, Revue Européenne d’Économie et Management des Services 2021 – 1, n° 11, 2021 – 1 (n° 11), pp.17-54. ⟨10.48611/isbn.978-2-406-12052-0.p.0017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03407058

DOI: 10.48611/isbn.978-2-406-12052-0.p.0017

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