Blockchain and Trust in the Wine Industry: Consumer Perceptions and Supply Chain Transparency

This study explores consumer perceptions of how blockchain technology (BCT) may contribute to trust, transparency, and authenticity in the wine supply chain. Employing a mixed-methods design, the research combines a systematic literature review with a quantitative consumer survey and qualitative interviews. The primary empirical focus is on wine consumers, complemented by contextual insights from a limited number of producers, distributors, and industry experts. The findings indicate that while consumer awareness of BCT is relatively low, the technology is commonly perceived as enhancing traceability, reducing counterfeiting, and increasing confidence in product authenticity. Importantly, the study does not assess the technical performance or implementation outcomes of blockchain systems, but rather examines how such technologies are understood and evaluated by consumers. By foregrounding perception rather than functionality, the study highlights the central role of consumer trust in shaping the potential adoption of blockchain-based solutions and provides an exploratory foundation for future research involving broader stakeholder samples and empirical implementation analysis.