Preserving the origin of Italian extra virgin olive oil with digitization: the reasons behind the producers’ adoption of blockchain

Purpose This study analyzes the propensity of Italian olive oil producers to adopt blockchain in order to protect the Made in Italy origin of the product.Design/methodology/approach An expanded version of the Unified Theory of Acceptance and Use of Technology (UTAUT) is applied, which also includes trust, personal innovativeness (PI) and willingness to pay. The data are analyzed using Partial Least Squares Structural Equation Modeling.Findings The findings indicate that effort expectancy, facilitating conditions and PI serve as key drivers for blockchain adoption. Furthermore, individuals interested in adopting blockchain are also willing to invest in its implementation.Originality/value In this study, the UTAUT is extended with new constructs, considering a strategic sector of Made in Italy agri-food.