Mapping Supply Chain Actors’ Readiness on New Technology in Fresh Fruit and Vegetable Traceability System

Abstract

Background: While IoT and blockchain technologies are widely promoted to improve traceability in fresh produce supply chains, empirical evidence on stage-based differences in technology readiness remains limited. This gap is particularly relevant in multi-stage agri-food systems where actor heterogeneity may shape digital adoption dynamics.
Purpose: This study aims to analyze stage-based patterns of technology readiness and technology acceptance among fresh fruit and vegetable supply chain actors in West Java, Indonesia.
Finding/Result: The results of the analysis indicate that actors in the downstream stages of the supply chain (distribution and marketing, as well as consumption (B2B)) are more prepared to adopt technology compared to those in the upstream stages (production and post-harvest storage). Optimism, perceived ease of use, perceived usefulness, and intention to use technology are relatively high across all stages. However, discomfort and insecurity regarding technology remain significant challenges in the initial stages of the supply chain.
Conclusion: Digital traceability adoption in fresh produce supply chains requires stage-sensitive strategies due to heterogeneous readiness conditions across operational stages.
Original/Value (State of the art): This study contributes to technology readiness research by empirically demonstrating stage-based heterogeneity within a single regional agri-food supply chain system.

Keywords:  blockchain, fruit and vegetable supply chains, Internet of Things (IoT), technology readiness and acceptance, traceability system.