Consumer behaviour toward "smart" food labels: A systematic literature review using the Technology Acceptance Model

Abstract

Technological innovations such as smart labels can enhance food safety, traceability, and sustainability. However, consumers remain reluctant to adopt this technology. This study investigates consumer behaviour toward smart labels through a systematic literature review, applying the Technology Acceptance Model (TAM) to assess factors influencing adoption. A review of 36 articles highlights that the perceived usefulness of smart labels stems from their ability to provide real-time product traceability, reduce food waste, and foster direct communication between consumers and producers. However, significant barriers persist despite these advantages, including consumer unfamiliarity, lack of trust, and usability concerns. External factors, such as perceived regulatory effectiveness, technical challenges, and cost implications, also impact consumer acceptance. Sociodemographic and attitudinal factors further shape attitudes toward smart labels. The findings suggest that to improve adoption, stakeholders must enhance consumer education, simplify user interfaces, and ensure regulatory alignment to build trust. Moreover, integrating digital food labelling with traditional packaging may enhance accessibility and overcome resistance. This study contributes to the growing body of research on smart labels by providing insights into consumer perception and preference and proposing strategies to increase adoption. Policymakers and industry stakeholders can leverage these insights to refine labelling strategies, promoting informed purchasing decisions and sustainable consumption. Future research should explore the role of cultural and societal norms in smart label adoption and the potential of emerging technologies such as blockchain and AI in enhancing label credibility.