Leveraging blockchain for ecosystem service transparency: enhancing consumer value and sustainability in the beef industry

Blockchain technology has the potential to enhance transparency and traceability in the agrifood sector, particularly in the beef industry. However, its adoption remains limited in many regions, including Europe. This study investigates the role of ecosystem services in sustainable beef production, highlighting the value these services bring not only to the environment but also to the industry and consumers. By using QR codes linked to blockchain-based traceability systems, consumers can access detailed information about the environmental benefits of extensive livestock farming, such as carbon sequestration, biodiversity preservation, and soil health improvement. Based on a representative sample of 1158 Spanish consumers, our study shows that providing ecosystem service information through QR codes significantly increases consumers’ willingness to pay a premium for beef products. This finding highlights the growing consumer demand for transparency and sustainability in food systems. The integration of information on ecosystem services into product labeling, facilitated by blockchain and QR codes, presents an opportunity for the beef industry to differentiate itself in a competitive market while promoting more sustainable consumption patterns. This study contributes to the food industry by showing how blockchain-enabled transparency regarding ecosystem services can reshape consumer behavior, thus driving both environmental and economic benefits.