Blockchain-based supply chains: Progress and obstacles towards a better integration of consumers in agri-food systems

Consumer distrust in the Food Supply Chain (FSC) has resulted in manufacturers and retailers striving to enhance their supply chains to be inclusive, resilient, sustainable, and transparent/traceable (Friedman & Ormiston, 2022). Blockchain, "a digital, decentralized and distributed ledger in which transactions are logged and added in chronological order with the goal of creating permanent and tamperproof records" (Treiblmaier, 2018, p. 547) is considered to be a promising solution to transform the FSC by offering a decentralized end-to-end traceability system. However, academic research is limited on the benefits and barriers consumers perceive when participating in Blockchain-Based Supply Chains (BBSC). This study addresses the gaps in the literature by conducting a qualitative exploration of consumers' reactions to current BBSCs. Data was collected using focus groups of French consumers of varying ages and gender. The first focus group was conducted in 2020 (n=6) and the second in 2023 (two groups of n=10). Stimulus materials included products with live blockchain systems implemented in France. The focus group encompassed discussions on food shopping, product packaging handling, QR code scanning, perception of information search, blockchain content, and its perceived usefulness. Thematic analysis was applied to transcribed interviews. Consumer distrust in the agri-food industry and supermarkets, coupled with skepticism towards certifications and labels, emerged as common themes. Participants perceived supermarket shopping as time-consuming, and felt overwhelmed by abundant and often irrelevant product information. Interestingly, majority of the participants exhibited limited knowledge of blockchain, BBSCs, and were unfamiliar with QR code scanning. Main findings from Group 1 indicated a preference for easy access and clear presentation of information, valuing concrete details on production processes, product origins, and routes. However, personal data on producers was not necessarily valued. Participants identified imprecise or missing information, including the lack of carbon footprint calculation and transparency on the distribution of value among actors, prompting a critical perspective. Concerns about information abundance being time-consuming were raised, but participants showed curiosity when faced with technical data. Governance of BBSCs, the ease and time-consuming nature of QR code scanning, and its perceived necessity only during the first purchase were also highlighted. Findings from subsequent focus groups reinforced negative perceptions with the promotion of company or brand, inconsistencies between packaging and blockchain-derived information, missing or inaccurate data leading to mistrust, and questions about the authenticity of information. Consumers were also keen on information related to environmental and social sustainability. Results of these focus groups point to the necessity of effective communication about BBSCs, a commitment to transparency to avoid consumer defiance, and efforts to simplify consumer access to complex information. The study suggests that conventional measures like click-through rates may be inadequate for assessing BBSC performance from the consumer's perspective. Participants' desire for unprecedented transparency indicates a readiness for FSC transformation but raises challenges regarding the current operational methods and digitization levels of FSCs. Limitations of the exploratory study are acknowledged, and future research is proposed to generalize findings beyond France, understand the impact of BBSCs on FSC dynamics, and explore how blockchain can promote consumer integration in FSCs.