Advancing Mediterranean food integrity: assessing a digital tool for consumer empowerment and traceability

The Mediterranean Diet is widely renowned for its benefits in promoting longevity and well-being. However, ensuring the authenticity and traceability of Mediterranean food products remains a significant challenge. To tackle this, the food industry must adopt transparent and reliable supply chain practices that includes leveraging innovative technologies, essential to meet consumer demands, enhance efficiency, and promote sustainability. This study aims to validate the feasibility of the Med Food TTHubs Consumer App ensuring that the digital solution meets the needs and expectations of the target audience facilitating consumer adoption. User perceptions were assessed using the System Usability Scale (SUS) and the Technology Acceptance Model (TAM) with 21 participants. SUS analysis showed an average score of 74.5, indicating the solution's acceptability fell short of good usability criteria. Notably, 66.7% found it acceptable (SUS Score ≥ 68), and 47.6% rated it as having good usability (SUS Score ≥ 80). TAM revealed a positive perception, showing potential acceptance and adoption. The acceptable Cronbach's Alpha value of 0.721 indicates internal consistency. This digital solution emerges as an encouraging tool to enhance transparency, traceability, and consumer empowerment in the food sector. Despite identified usability issues, its user-friendly interface and comprehensive information contribute to informed decision-making and healthier food choices.