IS-Enabled Food Transparency: Unveiling Swedish Consumer Perceptions and Purchase Decisions in a Digitally Mediated Landscape
Driven by heightened Swedish consumer awareness and demand for verifiable information on food safety, ethics, and sustainability, this thesis empirically investigates how specific transparency attributes, presented via Information Systems (IS), influence trust and purchase decisions, aiming to bridge persistent information asymmetry in supply chains. Employing qualitative methods, including semi-s