Enabling Block Chain Skills for Transparency in Marketing Channels: Evidence from Food Processing Industry.

Abstract

This study examines the role of blockchain skills in enhancing transparency within marketing channels of the food processing industry. Using primary data collected from industry respondents across different socio-demographic backgrounds, the research analyzes perceptions related to blockchain skills competency, supply chain transparency, trust and data integrity, and operational efficiency. Descriptive analysis reveals a highly positive outlook toward blockchain adoption, with mean values indicating strong agreement on its ability to ensure traceability, improve data reliability, and enhance marketing channel efficiency. Trust and data integrity emerge as the most strongly supported factors, followed by supply chain transparency. Significant differences in perception are observed across gender, age, education, experience, designation, organizational size, functional area, and familiarity with blockchain technology. Respondents with higher education, managerial roles, mid-level experience, and high blockchain familiarity demonstrate stronger support across all factors.