Investigating the Adoption of Blockchain Technology in Agri-Food Supply Chains: Analysis of an Extended UTAUT Model

Abstract

Against a backdrop of globalization, dynamic shifts in consumer demand, and climate change impact, the intricacies of agri-food supply chains have become increasingly convoluted, necessitating innovative measures to guarantee agri-food security and authenticity. Blockchain technology emerges as a promising solution, offering transparency, immutability, traceability, and efficiency in the overall supply chain. This study aims to investigate determinants impacting both the intention to use and the actual usage of blockchain-driven agri-food supply chain platforms. To achieve this, an expanded and adapted conceptual model rooted in the Unified Theory of Acceptance and Use of Technology (UTAUT) was formulated and empirically examined through Partial Least Squares Structural Equation Modeling using data from 175 respondents from agri-food companies across eight European countries. Agri-Food Supply Chain Partner Preparedness (FSCPP) emerged as the pivotal factor with the highest degree of influence on the intention to use blockchain-driven supply chain platforms. Additionally, the results from this study offer support for the significant influence of Performance Expectancy (PE), Effort Expectancy (EE), and Perceived Trust (PT) on usage intention, while also revealing the positive impact of Organizational Blockchain Readiness (OBR) on expected Usage Behavior (UB). This study provides significant insights into blockchain adoption within agri-food supply chains, contributing to the existing literature through an extended UTAUT framework.