We are food economists, research team from Department of Marketing and innovation in agribusiness. Searching for a consortium to join and contribute with our expertise. Our research unit has ver 20 years of experience in consumer behaviour, food chain traceability, and technology adoption in Mediterranean and Central European food systems. The Department has experience in several international projects, including Horizon 2020 project (ALLIANCE) and Twinning H2020 project we are a part of, PRIMA actions and more. Research infrastructure includes a sensory marketing laboratory for controlled consumer testing (acceptance studies, conjoint analysis, willingness-to-pay experiments).
Agri-food value chain, Mediterranean, food economics, food marketing, technology adoption, stakeholder analysis, food quality, traceability, digital, food systems, food fraud prevention, transparency, consumer trust, stakeholders
We seek to join a consortium as partner responsible for the behavioral and socio-economic work package. Specific contributions include empirical analysis of adoption intention for context-aware digital traceability tools (UTAUT,…), qualitative stakeholder research (semi-structured interviews…) to map awareness, barriers and motivations for digital traceability adoption among food chain actors, willingness-to-invest analysis using discrete choice experiments, consumer studies on trust, transparency perception and willingness to pay for digitally traceable products, business model and cost affordability assessment, policy and business model recommendations for scaling context-aware traceability solutions across Mediterranean food chains, and more, depending on the project needs.
