Sessions

Digitalization plays a key role in enhancing transparency throughout the food supply chain and strengthening consumer trust. At the same time, significant potential remains for the wider adoption of digital solutions in food production and trade. In this study, we examined the potential of digital traceability and consumer information solutions applicable to the dairy supply chain, with particular emphasis on QR codes, by jointly considering consumer and expert perspectives. The research comprised a nationwide consumer survey of 1,004 respondents, representative in terms of gender, age, and place of residence, complemented by semi-structured expert interviews. Across five interviews, the professional perspectives of seven stakeholders representing different segments of the food supply chain were explored. Survey data were analyzed using descriptive statistical methods and chi-square tests, while the main findings from the interviews were systematically organized according to predefined analytical dimensions. Almost 97% of survey respondents were familiar with QR code technology; however, more than 60% did not use it at all. The main reasons for non-use were the perceived lack of need (47.24%) and perceived inconvenience (36.02%). Income level and age group were found to significantly influence respondents’ willingness to use QR codes. In the case of a specific product, A2 milk, willingness to scan a QR code reached 73.96%. Within this product category, consumers primarily expressed a demand for additional information on health effects (64.13%), the scientific background (49.08%), and proof of origin (46.17%), whereas interest in conventional marketing-related information was negligible (<10%).The expert interviews confirmed the importance of providing consumers with reliable, comprehensible, and readily accessible information, particularly in the case of value-added products. At the same time, the experts identified data reliability, the interoperability of digital systems, and automated data exchange as fundamental prerequisites for the effective operation of such systems, while the protection of business secrets emerged as a potential constraint on information sharing.Our findings indicate that QR code-based digital solutions can effectively complement physical product labelling and serve as a novel information-delivery mechanism within the food value chain. However, their successful implementation requires not only reliable, professionally validated, and readily accessible information tailored to consumer needs, but also robust and integrated supporting IT systems.