Abstract
As consumer expectations in a digitally connected world evolve and food safety accidents regularly make news headlines around the world, maintaining consumer trust is an ongoing challenge for all food companies. Despite the fact that reliable and transparent product traceability systems can help build trust with consumers and prevent scandals, only a few published studies have investigated channel member groups’ social systems rather than traceability technologies and the importance of cooperation in a supply chain.
The aim of the current study was to investigate the factors affecting the diffusion (uptake) of traceability practices in the New Zealand kiwifruit supply chain in China. This will help characterise how channel members’ attitude and motivation influences traceability practices throughout the supply chain. A framework integrating diffusion of innovation theory, innovation concept, the business Structure-Conduct-Performance paradigm, legitimacy and trust frameworks was developed.
A total of 22 channel members, including distributors, wholesalers, internet-retailers and traditional retailers of the Zespri kiwifruit supply chain in China, were interviewed using a semi-structured approach and the main factors affecting the diffusion of the traceability practices were determined and classified as being barrier(s), enabler(s) or both. The new integrated food supply chain diffusion of innovation theory was used as a framework for designing interview guidelines, coding structure and thematic data analysis.
Social systems, need, trust, legitimacy, business structure and conduct rules were the main factors affecting the diffusion of traceability practices. Owing to the fact that the diffusion of traceability was at the first stage (knowledge) in the Innovation-decision process (i.e., 1. knowledge; 2. persuasion; 3. decision; 4. implementation and 5. confirmation stage), the form, technology, channel members’ performance, and communication channels were all significant factors that could not be assessed in the current study. There are many barriers negatively framing channel members’ attitudes and decisions, resulting in a lack of support from government in the fruit industry. The importance of traceability and food recall are not always understood among channel members, and distributed trust innovations are suppressed by the influence of Chinese hierarchical culture.
The use of the newly integrated diffusion of innovation framework in this qualitative study ensured a comprehensive assessment of channel members’ attitude and motivation towards traceability practices. Hence, the framework allowed for an in-depth understanding of channel member groups’ social systems, needs, and their business structure, conduct rules and performance in relation to traceability practices. It seems a common traceability system, which can fit all situations and channel member groups is unlikely to be developed unless there is a significant enabler for it. Zespri’s significant contractual power and social prestige could be that effective enabler for the diffusion of traceability practices. Thus, the relative advantage of implementing traceability from farm to consumers need to be clearly outlined and communicated by Zespri to all channel members.
The adapted framework is recommended as an approach that could be used to evaluate other food supply chains and their channel members’ attitudes and motivation towards adopting innovations. In help ensure the development of an effective traceability system in China, more training is required to reinforce the importance of traceability. New Zealand companies exporting food to China need to provide training to all channel members and need to make the long-term advantage of traceability clear.