Technological advances result in new traceability configurations that, however, cannot always secure transparency and food safety. Even in cases where a system guarantees transparency, the actual consumer involvement and a real consumer-based perspective cannot always be ensured. The importance of such consumer centricity is vital, since it is strongly associated with effective supply chains that properly fulfil their end-users' needs and requests. Thus, the objective of this paper was to explore the level of consumer centricity in food supply chains under a traceability system. The methodological approach employed a framework of two studies validating subsequently a similar set of variables, using initially consumers data and then supply chain actors data. The supply chain of sustainable tomato was selected to design the studies. The level of agreement between datasets suggested the level of the supply chain consumer centricity. Findings showed health, trust, quality, nutrition, and safety-related values to be significant for the consumers towards accepting a traceability system. The supply chain actors also accepted a traceability system based on the fact that their customers' needs rely on the exact same beliefs, indicating a high level of consumer centricity. The current work underlines the magnitude of consumer centricity in food supply chains and provides an easy and straightforward framework for its exploration. Key implications suggest the design of more effective supply chain and consumer-based strategies for the food industry. Policymakers could also adopt the concept of consumer centricity to further improve the food industry.
Keywords: Greece; end-to-end approach; food safety; food supply chains; sustainability; tomato.