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

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.