Phd in MANAGEMENT, BANKING AND COMMODITY SCIENCES

Thesis title: Sicurezza e tracciabilità alimentare: tra tecnologie digitali e percezione del consumatore

Food safety and traceability represent crucial aspects of the Agrifood sector, influenced by technological innovations and consumer perception. This study explores the intersection between digitalization and food safety by analyzing the economic, regulatory, and technological dynamics characterizing the sector. The thesis develops along four main axes: the configuration and functioning of the agrifood supply chain, the evolution of digital technologies in the sector, theoretical models of technology adoption, and empirical investigations on generative artificial intelligence (Gen-AI) within industry enterprises and the perception of the value of traceable products among Italian consumers. The regulatory analysis highlights the role of European and national regulations in defining traceability standards, with particular attention to EU directives and national provisions. The digital transformation of the supply chain is examined through the implementation of blockchain, the Internet of Things (IoT), and artificial intelligence, tools that enhance operational efficiency, reduce the risk of food fraud, and address consumer transparency demands. The adoption of such technologies is influenced by economic, social, technical, and environmental factors, analyzed according to well-established theoretical models, including the Technology Acceptance Model (TAM) and the Technology-Organization-Environment (TOE) framework. On the empirical level, the study investigates two fundamental aspects. On one hand, it examines the determinants of Gen-AI adoption by Italian agrifood enterprises through a hybrid TAM-TOE model; on the other, it explores consumers’ willingness to pay a premium price for products with advanced traceability systems, studied using a Push-Pull-Mooring model. The analysis, based on quantitative research methodologies such as Structural Equation Models (SEM), highlights that digital innovation promotes sustainability and competitiveness within the sector, while also encountering economic, technical, and regulatory barriers. The findings emphasize the strategic role of emerging technologies in the governance of the agrifood supply chain and in strengthening consumer trust. The adoption of advanced digital tools not only enhances food safety and resource management but also contributes to achieving the Sustainable Development Goals (SDGs) outlined in the 2030 Agenda. However, challenges related to implementation costs, the need for standardization, and technology interoperability require targeted strategies to maximize the benefits derived from digitalization.