Bu çalışmada, yiyecek-içecek ve otel işletmelerinde kullanılan Non-Fungible Token’ların (NFT), gelişmeleri kaçırma korkusu (Fear of Missing Out – FoMO) bağlamında pazarlama stratejileri ve tüketici davranışları üzerindeki etkileri ele alınmıştır. Çalışma kapsamında, FoMO kavramının pazarlama alanındaki rolü, tüketicilerin psikolojik motivasyonlarıyla ilişkisi ve NFT’lerin bu süreçte nasıl bir tetikleyici unsur olarak kullanıldığı ele alınmıştır. Çoklu örnek olay çalışması desenine dayalı olarak doküman analizi yöntemiyle gerçekleştirilen araştırmada, yerli ve yabancı kaynaklar ile kurumsal uygulamalar incelenmiş; Türkiye’de ve dünyada yiyecek-içecek işletmeleri ile otel işletmelerinde NFT kullanımına ilişkin örnekler değerlendirilmiştir. Bulgular, NFT’lerin yalnızca teknolojik bir yenilik değil, aynı zamanda tüketicilerin sosyal statü, aidiyet ve ayrıcalık arayışlarını destekleyen güçlü bir pazarlama aracı olduğunu göstermektedir. Literatürde FoMO duygusunun müşteri bağlılığı ve satın alma niyeti üzerinde etkileri olabileceğine ilişkin bulgular bulunmaktadır. Bu bağlamda, çalışmada ele alınan yiyecek-içecek ve otel işletmelerinde NFT’lerin FoMO temelli pazarlama stratejileri kapsamında kullanımının müşteri etkileşimini artırma ve işletmelere rekabet avantajı sağlama potansiyeline sahip olduğu değerlendirilmektedir. Ayrıca ilgili çalışmalar NFT uygulamalarının dijital dönüşüm sürecinde müşteri deneyimini destekleyebilecek unsurlar arasında yer aldığını göstermektedir.
While hybridity has been extensively studied within bounded organizations, hybrid forms of organizing beyond formal organizational structures remain undertheorized. Hybrid organizationality, the concept introduced in this article, refers to a mode of organizing in which multiple institutional logics are sustained through coordinated action without crystallizing into a formal organization. The concept is developed through a qualitative case study of the Large-scale Agrifood Communal Trade Network (LACTN), a large-scale direct-to-consumer agricultural network linking farmers, volunteer-run distribution hubs, and consumers in Israel during successive periods of crisis. We show how LACTN loosely couples commercial and communal logics while preserving the autonomy of its constituent actors. Hybrid organizationality, we argue, becomes possible through the convergence of three conditions: the coexistence of autonomous commercial and communal actors, shared moral commitments that bridge these domains, and digitally mediated infrastructures that enable decentralized coordination at scale. The analysis further demonstrates how socio-economic sustainability may emerge in practice through large-scale, socially embedded market coordination, even in the absence of an explicit ideological sustainability agenda. By examining a network built largely upon conventional agricultural production and market logics, yet organized through volunteer mediation, communal coordination, and morally inflected exchange, the article complicates the conventional distinction between “alternative” and “conventional” food systems that has long structured scholarship on alternative agri-food networks. More broadly, the case illustrates how sustainability-oriented organizing can emerge through loosely coupled alignments among markets, communities, and digital infrastructures beyond the boundaries of formal organizations.
Khoi Minh Nguyen, Lý Thị Trần, Binh-Hau Nguyen, Minh T. Nguyen · 7 authors
Blockchain functions as a “distributed ledger network,” ensuring immutability, transparency, and non-retroactivity of data, making it a key technology for sustainable development. This study explores how blockchain-enabled traceability systems influence consumer perceptions of environmental transparency, trust in technology, and purchase intentions for sustainable food in Vietnam. Using a digital survey of 450 participants and SmartPLS 4.0 with PLS-SEM analysis, findings reveal that both blockchain reviews and traceability systems significantly improve perceptions of transparency (β = 0.292; β = 0.364, p < 0.001) and technological trust (β = 0.268; β = 0.348, p < 0.001). The research bridges the gap between transparency perceptions and purchase behavior in sustainable development and foodservice strategy. It is one of the first studies to examine the combined impact of blockchain reviews and traceability. The article adds to existing literature by expanding understanding of blockchain’s effect, supporting businesses in aligning with the UN’s Sustainable Development Goals.
The study addresses the intersection of indigenous food sovereignty and data sovereignty in the digital era by exploring community-governed digital infrastructures for indigenous bushfood systems. It explores the use of blockchain networks as a digital commons to safeguard transparent, tamper-proof records and ethical access to indigenosu data or knowledge. Through a participatory design approach embedded in cultural protocols and practices within the Australian bushfood sector, non-fungible tokens (NFTs) were designed to uphold indigenous sovereignty and collective benefit from the research, commerclisation and trade of bushfood species and derived products. This study presented a blockchain-enabled NFT infrastructure incorporating traditional owner tokens (TOTokens) for representing resource and cultural custodianship and enabling usage tracking, and authentic provenance tokens (APTokens) for tracing bushfood provenance and associated traditional ownership. This dual NFT infrastructure design enables the unique digital representation of bushfood and associated traditional ownership, while also provides a socio-economic mechanism to monetise traditional ownership across bushfood research and commerce scenarios. This dual NFT infrastructure is underpinned by smart contracts that enable the tradability and/or transferability of TOTokens and APTokens to automate governance rules, ethical access and collective benefit sharing, without reliance on external authorities. A proof-of-concept was piloted and tested on Polygon a public blockchain demonstrating its technical feasibility. The blockchain-based NFT infrastructure aligns with indigenous data sovereignty principles, CARE and FAIR data frameworks, and can integrate with Internet of things (IoTs), AI, machine learning and data analytics to conduct culturally grounded and ethics-controlled deep eResearch for business innovation and industry practice.
Sarah O'Donovan, Aisling Moran, Maria McDonagh, Lisa Ryan
The food industry is intertwined in every continent and culture, shaping dietary habits and economies worldwide (1) . Sustainability has become an increasingly important and widely discussed topic in the food industry influencing the decisions and actions of food industry companies and stakeholders worldwide. In an effort to become environmentally conscious and protect the earth for future generations, sustainability practices have been developed and integrated into food industry actions and policies which aim to meet present needs without compromising the ability of future generations to meet their own needs (2) . This study was part of a joint Erasmus KA2 European-funded project (2022-1-IE01-KA220-VET-000087508 Digitalisation of Sustainable Health Education) and aimed to explore current food sustainability priorities across the food industry in Europe and how initiatives are developed, implemented and evaluated to achieve food sustainability targets. In-depth semi-structured, audio-recorded interviews were conducted with 21 employees in the Food Industry sector across Ireland, Poland, Lithuania and Cyprus. These participants were selected based on their knowledge and oversight of their company’s sustainability practices. Interviews were transcribed and thematically analysed (3,4) , whereby the data were coded, themes identified and discussed by all authors. Three themes were identified in the data: 1. sustainable practice challenges, 2. factors for consideration, and 3. thinking to the future. Sustainable practices were already implemented in all but one of the 21 participating companies. The main drivers reported behind development of sustainable initiatives included complying to the Science-Based Targets initiative (SBTi) and setting emissions targets such as being net zero by 2050 and minimising waste generation. Participants reported cost, time required for monitoring and evaluation, retaining quality of products, and employee engagement as the main challenges for initiative development and implementation. When developing a sustainability initiative, participants felt that employee and stakeholder understanding and acceptance were important to consider for the success of the initiative. Future goals and initiatives were positively discussed as expanding on current priorities to reduce emissions and implement sustainable procurement and production practices, and gaps in research were identified as the proliferation of environmental labels and exploration of greater inter-collaboration between companies to share sustainability data. A focus on becoming more sustainable was at the centre of innovation development and future proofing for all participating companies, with plans to develop new or further enhance current policies to continue producing quality food in an environmentally sustainable way. Educating employees and stakeholders, including nutrition educators and graduates, on future initiatives and potential impacts is essential for raising awareness, strengthening implementation and ensuring long-term maintenance and success of food sustainability practices within industry. Future research into a policy for sharing of sustainability data, such as raw sustainability metrics between companies could strengthen initiative outcomes and inform nutrition education and research to meet market needs.
El presente proyecto tiene como objetivo promover transparencia en los procesos de cultivo e industrialización de la vid y el vino. Se plantea registrar la logística de la vid y todos sus movimientos enfocados en una solución de triple impacto que atraviesa a todas las personas involucradas, fomentando buenas prácticas. La idea del modelo de negocio analizado corresponde a un proyecto laboral en el que se desarrolló una plataforma de inversiones a través de criptomonedas, específicamente NFT, es un acrónimo para "token no fungible" (Non-Fungible Token). Un token es un activo digital encriptado que representa algo único y verificable, no son intercambiables con otros elementos, porque tienen representaciones únicas y activos digitales que se basan en tecnología <blockchain= para garantizar su autenticidad y propiedad, asegurados por una cadena de <bloques= de Ethereum y solo pueden tener un propietario a la vez. Quienes compran NFT buscan rentabilidad en sus inversiones con un tipo de moneda más estable y descentralizada. La idea central es que se incorpore un concepto de sostenibilidad ambiental y conciencia civil entendida ésta como la capacidad de conservar y proteger el medio ambiente de forma indefinida. Respetando el labor y la calidad de vid dentro de la cadena de producción del misma. Las etapas planteadas dentro de la investigación están orientadas a los siguientes objetivos: 1. Identificar el mapa de actores y roles que se desempeñan dentro del circuito de la vid, tanto en su cultivo como en la industrialización. 2. Explorar a fondo los procesos a los que se enfrentan las personas. 3. Promover una propuesta digital para las bodegas y transparentar esto en el historial de ese vino tokenizado. 4. Explorar factores externos como INTA, INTI, INV. Quienes se encuentran involucrados en el cultivo, tecnología y quienes forman parte de la fiscalización de la uva. 5. Analizar los hallazgos obtenidos de la investigación y establecer metas. 6. Idear soluciones y seleccionar las de mayor impacto. 7. Diseñar el Plan Estratégico y un modelo de dominio de datos a solicitar para la trazabilidad. El plan que se propone puede adaptarse fácilmente a cualquier bodega de características similares, que apunte a una transformación digital e innovadora.
Alessandro Petrontino, Michel Frem, Vincenzo Fucilli, Emanuela Tria · 6 authors
Introduction Pasta is a key product in Italy’s agri-food industry, consumed due to its ease of preparation, nutritional richness, and cultural importance. Evolving consumer awareness has prompted adaptations in the pasta market, to address concerns about social, environmental, quality, and food safety issues. This study examines Italian consumers’ willingness to pay (WTP) for pasta in local markets, analysing their behaviours and preferences. Methods For this purpose, we used a discrete choice experiment (DCE) technique combined with a latent variable model. We also collected 397 valid online questionnaires. Results and Discussion The results reveal an interest utility among all respondents to pay a price premium of €1.16, €0.82, €0.62, €0.41, and €0.36 for 500 g of pasta, for the use of blockchain/QR code (BC) technology on the label, providing data on credence attributes such as safety, environmental and social sustainability as well as business innovative practices, respectively. As such, this research has private and public implications. On one hand, this research may bridge the scarcity in studies regarding consumer preferences and WTP for BC in the pasta value chain, preventing agricultural frauds, ensuring the sustainability and quality of agri-food products like pasta, and protecting and educating consumers through clear and transparent information. On the other hand, this research may incentivise pasta businesses to meet social and environmental consumers’ demands while simultaneously enhancing their financial performance.
Promoting green agricultural production is becoming increasingly important in order to address resource and environmental issues and meet consumers’ demand for safe agricultural products. Green agriculture mainly refers to the adoption of green, smart agriculture technologies in agricultural production. Farmers are the main body of agricultural production, so guiding farmers to adopt green, smart agriculture technologies is of great significance for safeguarding the ecological environment. However, due to the combined influence of internal and external factors, the current level of adoption of green, smart agriculture technologies by farmers is not high. Contract farming can have an impact on farmers’ production behavior through various channels, such as guiding and standardizing production, and may become an internal driving force for improving the adoption of green, smart agriculture technologies. How do farmers make contract farming selection decisions? How does the choice of contract farming affect farmers’ adoption of green, smart agriculture technologies? Further research on the above issues can provide useful references for promoting the development of green agriculture and ensuring the quality of agricultural products in China. Against this backdrop, this paper, using research data about rice farmers in the Jiangsu Province of China, adopted a gradual regression method for checking the mediating and moderating effects to discover the mechanism of how contract farming influences rice farmers’ choice of green, smart agriculture technologies. The research results showed that: (1) contract farming has an evidently positive influence on farmers’ choice of green, smart agriculture technologies; (2) the high ecological value standard plays a complete mediating role in the process of contract farming influencing farmers’ choice of green, smart agriculture technologies; and (3) the moderating effect of planting rice income exists and is significant. When the income from cultivation is high, the positive relationship between the high ecological value standard and farmers’ choice of green, smart agriculture technologies is strengthened. Income from rice cultivation does have a moderating effect. Therefore, the government can actively guide farmers to participate in contract farming by increasing its publicity and support of contract farming. The implementation of the high ecological value standard in contract farming should be refined. The government should complete the mechanism for selling quality agricultural products at good prices. Contract farming can make farmers and corporations involved have deep cooperation, increase the non-agricultural income of farmers, and further enhance the overall income of their households. Through these measures, the development of green agriculture can be achieved.
Patrick Burgess, Funlade Sunmola, Sigrid Wertheim‐Heck
Food system (re)localisation involves moving food systems back to local areas and a result are the short food supply chains. Food system (re)localisation is occurring to offset the perceived negative impacts of global food systems. Short food supply chains may face challenges in terms of quality set at national and international levels. Short food supply chains will benefit from technologies that can be developed to meet specific requirements which can be significantly different from those in conventional level food supply chains. One such digital technology is blockchain. This paper aims to present a blockchain based quality management architecture developed for short food supply chains. Requirements for the blockchain architecture are based on existing literature on quality management in food supply chains, with an emphasis on the specifics of quality and re-localisation in short food supply chains. Also considered in the architecture are the characteristic features of blockchain, with some emphasis on trust management and smart contracts. The adoption considerations regarding the resulting architecture are highlighted. It is concluded that the architecture has features relevant to the short food supply chain that differs from conventional food supply chains. Future work regarding implementation and validation of the architecture developed is suggested.
Shoufeng Cao, Marcus Foth, Warwick Powell, Jock McQueenie
Short videos have become the most-liked medium for Chinese consumers to learn about a brand’s products or services. This paper assesses how short video storytelling shapes Chinese consumers’ perceptions towards blockchain-credentialed Australian beef and their willingness to pay (WTP). A controlled experiment with a one-minute short video was implemented in an online survey. Respondents in the treatment group watched the video before filling out the survey, whereas respondents in the control group did not. The paper analyses and compares the empirical results from local (n = 76) and foreign (n = 27) consumers. Results illustrate that the short video, as part of our food communications, positively shapes consumer perception towards meat quality, labelling and traceability trust of Australian beef but has only slight or even negative effects on WTP. This could be due to the short video offering consumers a sense of supply chain visibility but not delivering the right messages to meet their expectation of blockchain credentials. Furthermore, short video storytelling effects vary among consumers with different socio-economic characteristics. Our results posit that short video storytelling can be a useful tool in communicating blockchain-credentialed food products but require the design of a tailor-made storytelling experience for diverse consumers.
Open access
Consumer Behavior in Brand Consumption and Identification
Grany Mmatsatsi Senyolo, Edilegnaw Wale, G. F. Ortmann
The aim of this study has been to analyse the value chain of African leafy vegetables in the Limpopo Province of South Africa. This was done by identifying the prominent value chain actors, institutions governing the chain, the infrastructural endowments, key factors and challenges affecting the success or failure of the value chains for African leafy vegetables. Relationships among the value chain actors were weak, with transactions based mostly on spot markets. While smallholder farmers attain high gross margins, their intention to take part in the mainstream markets are prevented by lack of technical advice on production, lack of packaging and processing services, poor infrastructure, deficiency of contractual agreements between actors, and lack of access to finance. Although producers currently attain relatively higher gross margins, more benefits might be realized if government services (such as training, seed production and distribution) could either be decentralized or privatized. Future policy interventions should focus on promoting value addition along the African leafy vegetable chain, provision of cold storage facilities by municipalities closer to smallholder farmers in the rural areas and this will stabilize farm gate prices to encourage continuation of production.
Taking into account the limitations of official approaches for addressing agri-food research, as well as their associated policies to tackle the problems of hunger and vulnerability of agri-food systems to global change, it becomes necessary to consider new frameworks and alternative policies for research and management of agri-food systems. With this thesis we contribute to the advances of agri-food research by rethinking the way of conceptualizing the agri-food system and by designing and testing analysis tools capable to link the research process with the management dynamics found in the local territory. We focus our attention on those linked to the political paradigm of food sovereignty. To achieve this objective we adopted a deductive and inductive method of research, organized in three phases. During the first phase, and under the wider umbrella of Sociology of Agriculture and Food, we developed a conceptual and theoretical framework which integrates systemic thinking and development studies capable to analyze the political paradigm of food sovereignty. For this purpose, we linked the approach focused in the analysis of socio-ecological systems (SES) with the vulnerability approach focused in the analysis of actors¿ dynamics. As a result, we have obtained an integrate framework that address the ecological and social dimensions of agri-food systems. During the second phase, we tested the framework developed in an empirical case study of a local agri-food system of the canton of Loja, located at the Southern Ecuadorian Andean region. The case is of particular interest due to the recent consideration of comunas and barrios as basic units for citizen participation within decentralized autonomous governments; and, the parallel process of creation of new collective action organizations, such as the recently conformed Agroecological Network of Loja (RAL). Using empirical data obtained from a survey conducted between December 2013 and March 2014 based on questionnaires to households (N = 116) and interviews to key informants (N = 14). We analyzed the role of social and institutional factors on the local agri-food system configuration taking into account the pillars of food sovereignty within the analysis. The results showed the significant, but differentiated, role of institutions (Agroecological Network of Loja), social groups (Saraguro indigenous culture) and income generation strategies on the agri-food system configuration. During the third phase, we assessed the future vulnerability vs resilience of local agri-food system through a participatory scenario development process. Using data obtained from semi-structured interviews (N = 14 and N = 25) and two workshops we analyzed the future trajectories of transformation for the local agri-food system under multiple ecological, socio-economic and political drivers of change. Four scenarios were envisioned by local actors. This assessment showed how drivers of change can affect different components of the local agri-food system when it is conceptualized as SES; and, how different perspectives contribute to build different future trajectories of active transformation. Overall, the results of the research process emphasize the role played by actors (understood as an intersectional group where gender takes meaning from its intersection with ethnicity and class) and novel institutional arrangements action to star the active transformation of agri-food systems in the marginal Andes. These findings have implications in agri-food systems policy design at local level, where the local peasant initiatives of social innovation have to be seen as potential mean to achieve the materialization of the political paradigm of food sovereignty within Andean agri-food system. Frente a las limitaciones tanto de los enfoques oficiales para la investigación agroalimentaria como de las políticas asociadas para abordar el problema del hambre y la vulnerabilidad de los sistemas agroalimentarios al cambio global, se hace necesario considerar nuevos marcos de análisis y políticas alternativas para el estudio y la gestión de los sistemas agroalimentarios. Con este trabajo de tesis nos proponemos contribuir al avance de la investigación agroalimentaria repensado la forma de conceptualizar el sistema agroalimentario y diseñando herramientas de análisis que vinculen el proceso de investigación con las dinámicas de gestión encontradas en el territorio local, enfocándonos en aquellas vinculadas con la soberanía alimentaria. Para alcanzar este objetivo hemos realizado un proceso (inductivo y deductivo) bajo el paraguas de la sociología de la agricultura y la alimentación, que hemos llevado a cabo en tres fases de investigación. Durante la primera fase, hemos desarrollado un marco teórico y metodológico que integra el pensamiento sistémico y estudios del desarrollo bajo el paradigma político de la soberanía alimentaria. Con este fin hemos vinculado el enfoque centrado en el análisis de los sistemas socio-ecológicos (SES) con el enfoque de vulnerabilidad centrado en el análisis de la dinámica de los actores. Como resultado hemos obtenido un marco integrado que aborda las dimensiones ecológica y social de los sistemas agroalimentarios, tal y como lo requiere el paradigma político de la soberanía alimentaria. Durante la segunda fase, hemos aplicado empíricamente el marco desarrollado en el sistema agroalimentario del cantón Loja, ubicado en los Andes del sur de Ecuador. Este caso de estudio es de particular interés debido a la reciente consideración de las comunas y barrios como unidades básicas para la participación ciudadana dentro de los gobiernos autónomos descentralizados; y, paralelamente, a la creación de nuevos procesos de acción colectiva, como la Red Agroecológica Loja (RAL). Usando datos empíricos obtenidos de cuestionarios a hogares campesino (N = 116) y entrevistas en profundidad a informantes clave (N = 14), realizada entre diciembre de 2013 y marzo de 2014, analizamos el rol de los factores sociales e institucionales sobre la configuración del sistema agroalimentario integrando dentro del análisis los pilares de la soberanía alimentaria. Este análisis mostró el rol significativo, pero diferenciado, de las instituciones (Red Agroecológica Loja), grupos sociales (cultura indígena Saraguro) y las estrategias de generación de ingresos para dar lugar a la configuración del sistema agroalimentario local. Durante la tercera fase, evaluamos la vulnerabilidad vs resiliencia del sistema agroalimentario local mediante un proceso de análisis de escenarios participativos. Hemos analizado las futuras trayectorias de transformación del sistema agroalimentario local bajo múltiples conductores de cambio (de tipo ecológico, socio-económico y político) mediante el análisis de datos obtenidos a partir de entrevistas semi-estructuradas (N = 14 y N = 25) y dos talleres. Los actores locales visionaron cuatro posibles futuros escenarios. Nuestra evaluación muestra cómo los conductores de cambio afectan los diferentes componentes del sistema agroalimentario local cuando se lo conceptualiza como SES; y, cómo las diferentes perspectivas de los actores construyen diferentes trayectorias para la transformación activa del sistema. En general, los resultados del proceso de investigación enfatizan el rol que desempeñan los actores (entendido como un grupo interseccional donde el género se concibe a partir de su intersección con la etnicidad y la clase) y los nuevos arreglos de acción institucional para iniciar la transformación activa del sistema agroalimentario en los sectores marginales andinos.