Determinants of Blockchain Adoption in Beekeeping: Evidence from Selected Regions of Spain, Tunisia, and Turkey

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ABSTRACT Blockchain technology (BCT) has emerged as an innovative solution to improve traceability, transparency, and trust in food supply chains. Nevertheless, its adoption is still at a nascent stage worldwide, particularly in the agriculture and agrifood sector. In this context, this study empirically investigates the determinants of beekeepers' intention to adopt a BCT traceability system through the integration of three relevant theories: the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the Unified Theory of Acceptance and Use of Technology (UTAUT). A quantitative survey was conducted among 159 beekeepers in selected regions from three Mediterranean countries: Tunisia, Turkey, and Spain. We used Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 for data analysis. Findings reveal that performance expectancy was the strongest direct predictor of behavioral intention. Likewise, attitudes and perceived behavioral control significantly influence the intention to adopt, while subjective norms and facilitating conditions do not have any significant influence. Furthermore, the perceived cost of blockchain emerges as a significant barrier to adoption. These results underscore that, at this early stage of blockchain diffusion, adoption intention among the sampled beekeepers is shaped primarily by individual-centered cost-benefit evaluations rather than normative pressure or facilitating conditions. The study provides important theoretical and managerial implications. It contributes to technology adoption theory by showing that the determinants of adoption depend on the characteristics of the sector. In the studied context, beekeepers’ evaluations were more strongly associated with adoption intention than normative pressure or perceived facilitating conditions. From a practical perspective, technology providers should prioritize intuitive, cost-effective, and user-friendly platforms. Policymakers and extension services should deliver targeted capacity-building training to strengthen beekeepers' digital capabilities and raise favorable attitudes regarding blockchain benefits.

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