The Use of Digital Technologies for Traceability

Abstract

Digital transformation (DT) affects companies' competitiveness mainly in terms of innovation, efficiency, and cost reduction and affects global value chains in specialization, geographic scope, governance, and upgrading. In food, digital tools can improve competitive advantage by supporting companies in ensuring food quality and safety. However, many companies still struggle to respond adequately to DT challenges by adopting new technology concepts as a trend and not a real company imperative, misallocating internal resources and capabilities around technology, and expecting good results. There are no studies in the literature that consider both the adoption of digital technologies and consumer perception in the olive oil sector at the same time. This study has two purposes. The first is to analyse the use of digital technologies by companies in the olive oil sector, and the second is to understand consumer perceptions of the use of digital technologies in traceability.