Better sustainability in the food supply chain through technology: a consumer perspective

ABSTRACT

The achievement of the United Nations Sustainable Development Goals is pushing towards improving the sustainability of food supply chains. Food waste and food safety are among the most critical sustainability issues in the food supply chain. Previous studies have analysed the use of supply chain 4.0 technologies for reducing food waste and enhancing food safety but have neglected consumers as direct users of technology, not studying their preferences and buying behaviour. Through a survey study, this research aims at providing insights about ways in which those supply chain 4.0 technologies that can be used by consumers could be exploited for better sustainability. We investigate consumer openness to technology and consumer buying behaviour for food products in relation to sustainability. Results indicate that consumers can be ready to embrace technology. Their awareness of sustainability represents an opportunity for companies to offer tailored products and accessible services that can influence consumers towards more sustainable choices.

KEYWORDS:

• Food supply chain
• sustainability
• food waste
• food safety
• supply chain 4.0
• technology

Data availability statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Disclosure of potential conflicts of interest

All the authors declare that they have no conflicts of interest.

Research involving human participants and/or animals.

All procedures performed in this study were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.

Informed consent

Informed consent was obtained from all individual participants included in this study.

Additional information

Funding

No funding was received for conducting this study.