Blockchain-based traceability system adoption in the wine global value chain. A unified theory of acceptance and use of technology framework of analysis, the example of the Chinese market for Bordeaux wine

Digital services in the field of food safety has been of increasing academic and practical interest in the past decade. Using the unified theory of acceptance and use of technology (UTAUT) framework of analysis, this study brings empirical insights from producers and traders in the wine industry between Europe and China on the effectiveness of use of anti-counterfeit instruments and traceability systems on the wine value chain. We identify barriers to technology acceptance and use and gauge the extent consumer trust can be restored with blockchain traceability systems. The findings indicate that the use of traceability systems remain contextually dependent on business environments that support and facilitate conditions of use for digital services. The findings also indicate that traceability systems should in essence be used together with other more socially tactile services.