Cultivating trust: An empirical exploration of blockchain’s adoption within the Italian wine supply chain

Supply chain traceability and transparency, coupled with supply chain automation, emerge as pivotal challenges for businesses aiming to enhance information security while minimizing human error. The wine industry, characterized by a fragmented supply chain, low digital integration, and limited trust among stakeholders, coupled with a significant risk of counterfeiting, presents one of the most daunting contexts for this initiative. In this context, blockchain technology stands out as a promising solution to enhance traceability and transparency of information, thereby potentially increasing trust within the supply chain. This study explores two key questions: how blockchain impacts trust along the wine supply chain (RQ1), and which barriers hinder its adoption (RQ2)? A mixed-methods approach was employed. First, a survey of 67 Italian wine companies analyzed the current level of trust along the supply chain, examining typologies, duration of the relationships, and evolution from upstream to downstream. Second, in-depth interviews on four blockchain projects provided insights into how the technology has been implemented to enhance trust. To investigate adoption barriers, a multiple-case study was conducted, involving three potential adopters and four real adopters of blockchain technology in Italy. Findings reveal critical barriers such as technological gaps and limited digital competencies, as well as strategies for overcoming them through IoT integration and intermediary involvement. This study advances the academic discourse by offering empirical evidence on blockchain’s potential to reshape trust dynamics in the wine supply chain. It also presents managerial recommendations for overcoming adoption barriers and enhancing supply chain transparency and trustworthiness.