The Role of Digital Technology in Trust-Building and Perception of Agriculture by Consumers

Abstract

Consumers' trust in agriculture and agricultural products is a significant factor in developing the agri-food industry. Meanwhile, the growth of industrialized production technologies in agriculture has decreased consumers' trust in farmers and the agricultural sector. This work addresses the issue of rebuilding trust and improving the perception of agriculture among consumers with the use of digital technologies. Studies conducted for the purpose of the work indicate that the digitization of agriculture contributes not only to the improvement of its efficiency and maintaining a technological regime of production processes – which is often pointed to – but may also help increase awareness among the consumers of agricultural commodities and foster their positive attitude toward farmers and agriculture. Furthermore, the benefits of digitization have been identified in its effects for consumers, particularly those who could better understand the agricultural production processes, this understanding being an essential factor in improving trust in farmers and agriculture.