Information Technology as Enabler of Transparency in Food Supply Chains - An Empirical Study

Due to globalization, food supply chains are scattered around the globe. As a result, they become more complex and anonymous, potentially confusing customers of the food’s origin and production conditions. In addition, due to higher living standards, consumers are demanding greater transparency in the food production process in terms of safety, quality, and sustainability. Simultaneously, technological developments have made various technologies available to track and provide information about food production to consumers at the physical Point of Sale (POS). However, current literature does not provide a comprehensive overview of technologies presenting transparent product information and guidelines about additional information consumers want to know. Therefore, the authors present a literature review of transparent product information and an outline of technologies to provide such information at the POS. Additionally, the authors present the results of an online survey highlighting the importance of individual transparent product information from a consumer point of view. Combining this information, the authors deduct guidelines on how to use technology to present transparent information to the consumer at the POS.