From Sea to Table: The Role of Traceability in Italian Seafood Consumption

TL;DR

This study explores how traceability and blockchain technology can improve seafood transparency and consumer trust in Italy.

Contribution

The study models the economic feasibility of blockchain in seafood traceability and finds consumer willingness to pay exceeds implementation costs.

Findings

Most respondents, especially those with higher education, are willing to pay a premium for traceable seafood.

Blockchain technology is economically viable as consumer WTP exceeds the additional costs of implementation.

Clear information at the point of purchase is critical for informed and sustainable seafood choices.

Abstract

Seafood plays a key role in a healthy diet due to its high content of essential nutrients. However, its global trade and complex supply chains expose it to frequent mislabeling and food fraud. This study investigates Italian consumers’ willingness to pay (WTP) for traceable seafood products, exploring how blockchain technology (BT) can enhance transparency and economic sustainability in the fish supply chain. An online questionnaire, administered in 2022 and 2024, gathered responses from a diverse demographic, focusing on four representative seafood species: farmed sea bass, striped venus clams, giant red shrimp, and albacore tuna. Results indicate that most respondents—primarily with higher education levels—value traceability and are willing to pay a premium for certified, traceable seafood. The study models the economic feasibility of implementing BT at both national and regional levels and finds that the consumer’s WTP exceeds the additional costs incurred by adopting BT. These findings support the viability of traceability systems in improving food safety and sustainability, while reinforcing consumer trust. The results also underscore the importance of providing clear information at the point of purchase, particularly regarding species, origin, and production methods—factors critical to informed seafood choices and advancing more sustainable consumer behavior in Italy.

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