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.联合国可持续发展目标（United Nations Sustainable Development Goals）的推进正助力提升食品供应链的可持续性水平。食品浪费与食品安全是食品供应链领域最为关键的可持续性议题之一。过往研究已针对供应链4.0（Supply Chain 4.0）技术在减少食品浪费、强化食品安全方面的应用展开分析，但却忽视了消费者作为技术直接使用者的角色，未对其消费偏好与购买行为开展研究。本研究通过问卷调查法，旨在探究可被消费者使用的供应链4.0技术的应用路径，以进一步优化可持续性表现。我们针对消费者对技术的接受意愿，以及与可持续性相关的食品购买行为展开调研。研究结果表明，消费者具备接纳相关技术的意愿；消费者对可持续性的认知，可为企业提供定制化产品与易用服务带来契机，进而引导消费者做出更具可持续性的消费选择。