Consumer preferences and marketing model for certified blockchain products based on Sicilian ancient grains: authenticity, health, and ecosystem services

Overview

This research addresses the valorization of Sicilian ancient grains through blockchain-enabled supply chain certification, examining consumer preferences and market positioning for products certified with respect to authenticity, food safety, and ecological attributes. Ancient Sicilian grain varieties offer documented agronomic advantages including disease resistance and reduced mycotoxin accumulation, alongside distinctive organoleptic properties. The study operates within a three-year regional initiative to implement distributed ledger technology for supply chain transparency and product certification, with the objective of establishing market differentiation for this agricultural niche.

Methods and approach

The research employed mixed methodological approaches incorporating quantitative and qualitative data collection. Sample surveys were administered to Sicilian consumer populations to establish preference structures, awareness levels, and willingness-to-pay parameters for blockchain-certified ancient grain products. Focus group discussions were conducted with both consumer segments and industry practitioners to generate qualitative evidence regarding market perception, communication preferences, and supply chain management perspectives. These parallel data streams informed the development of integrated marketing and communication frameworks.

Key Findings

Consumer research and expert consultation yielded evidence supporting an integrated multi-channel marketing and communication model as the most appropriate intervention framework for this supply chain sector. The model incorporates findings regarding consumer preferences and valuation of blockchain certification attributes, aligned with expert assessment of market positioning and stakeholder communication needs. The resulting framework demonstrates structural applicability to the specific supply chain and exhibits transferable principles for comparable high-value, differentiated product supply chains.

Implications

This investigation provides empirical evidence addressing a documented literature gap concerning blockchain implementation in agricultural supply chains focused on heritage crop varieties. The findings establish baseline data regarding consumer demand for certification transparency and authenticity assurance in specialty grain markets, with implications for supply chain digitalization strategies. The research demonstrates that blockchain technology can function as a market differentiation mechanism when integrated with targeted communication strategies addressing documented consumer concerns regarding food safety and product origin.

Scope and limitations

This summary is based on the study abstract and available metadata. It does not include a full analysis of the complete paper, supplementary materials, or underlying datasets unless explicitly stated. Findings should be interpreted in the context of the original publication.