In recent years, blockchain technology has emerged as a tool with the potential to enhance transparency, fairness, and sustainability within agri-food supply chains. This research aims to contribute to the discourse on the implications of adopting blockchain by focusing on the coffee sector. The study explores how blockchain technology can contribute to fairness within coffee chains by analyzing the information disclosed by 25 coffee roaster companies across 47 coffee products. The research investigates the characteristics of companies and products that influence the quantity and quality of fairness-relevant information conveyed through blockchain.
Coffee, a globally popular beverage, has seen a significant surge in demand, emphasizing its pivotal role in the international market. However, challenges such as environmental concerns and unequal value distribution within the coffee supply chain persist. Large players often dominate the supply chain, leading to economic disparities and social issues like rural poverty.
To address these challenges and promote sustainability, various regulatory tools and market-based mechanisms have been introduced. However, their effectiveness in ensuring transparency and fairness has been limited. In this context, blockchain technology has garnered attention for its potential to reshape business models, enhance transparency, and foster innovation across sectors.
The study’s theoretical framework delves into the concept of fairness in agri-food chains, emphasizing distributive, procedural, and interactional fairness. It also considers the interplay of social, economic, and environmental sustainability within socio-ecological systems. The research model explores the relationship between blockchain transparency, fairness, and marketing communication, shedding light on how these aspects influence each other in the coffee supply chain.
Analysis of the data collected from coffee roaster companies and products reveals significant insights. Company characteristics such as size and commitment influence the amount of fairness-relevant information disclosed through blockchain. Similarly, product characteristics like storytelling, certifications, and blockchain information on packaging impact the level of transparency and fairness conveyed to end users.
The study underscores the importance of blockchain technology in promoting transparency and fairness within supply chains. It highlights the need for companies to align their commitments to sustainability with the information shared through blockchain. The findings also emphasize the dual role of blockchain as a tool for transparency and a marketing asset, urging companies to leverage this technology effectively for promoting fairness.
In conclusion, the research provides valuable insights into the potential of blockchain technology in enhancing transparency and fairness in the coffee industry. It calls for a comprehensive approach that combines technological innovation with sustainable practices to create a more equitable and transparent agri-food supply chain.
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