Exploring Blockchain technology for trust-based consumer relations in the sustainability scenario. Evidence in the agri-food industry

The growing focus on sustainability issues, together with the substantial volume of information directed at markets, is prompting consumers to demand greater transparency and authenticity in communication, as well as credibility in the data and information relating to products. In this context, blockchain technology (BC) can play a pivotal role, as its characteristics and functionalities enable it to serve as a strategic communication and marketing tool. The present study seeks to explore, within the agri-food sector, the role that BC can assume in supporting communication and contributing to the establishment of trust- based relationships with loyal customers. To this end, a qualitative approach is adopted, utilising a multiple case study based on secondary data, in order to investigate the motivations and objectives that lead agri-food companies to implement BC. As this research represents an initial exploratory phase, the study offers theoretical implications, underscoring the need for future research based on primary data to further examine the conditions required to foster trust and credibility in BC applications within the agri-food market.