The Strategic Implementation of Blockchain Technology to Enhance Supply Chain Management and Brand Value in The Agri-Food Sector

¹ Public Administration, Faculty of Social Sciences and Humanities, Universitas Pendidikan Nasional, Indonesia
² Research scholar, Department of Business Administration, Chaoyang University of Technology, Taichung, Taiwan
³ Universitas Muhammadiyah Purwokerto, Indonesia
⁴ National Yunlin University of Science and Technology, Taiwan

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study examines the strategic application of blockchain technology in the agri-food sector, with a focus on its potential to enhance supply chain management (SCM) and increase brand value through improved transparency, traceability, and enhanced consumer trust. A mixed-methods approach was employed, combining quantitative surveys from 150 stakeholders (farmers, processors, distributors, and retailers) with qualitative interviews from 15 experts in blockchain and SCM. Thematic analysis was used to extract insights from interview data, while survey responses quantified perceived benefits and barriers to blockchain adoption. The results indicate that 78% of respondents identified improved traceability as a key benefit of blockchain, contributing to reduced product recalls and enhanced food safety. Brands utilizing blockchain reported higher customer satisfaction and loyalty, with 67% of consumers willing to pay a premium for blockchain-verified products. Despite these advantages, challenges such as high implementation costs and limited stakeholder understanding remain significant barriers. This research provides a comprehensive understanding of blockchain's transformative role in the agri-food supply chain. It highlights the technology's capacity to foster operational efficiency and brand equity, while offering strategic insights into overcoming adoption barriers. The findings are valuable for industry stakeholders seeking to align with evolving consumer expectations and regulatory demands.