Barriers to digital transformation in fruit and vegetable supply chains: a multicriteria analysis using ISM and MICMAC

Companies actively seek avenues to integrate technology into their operations, aiming to enhance efficiency, productivity, and competitive positioning within the market. However, specific industries face relevant obstacles hindering the full adoption of these technologies, notably in the fruit and vegetable sector. Therefore, the objective of this article was to investigate the barriers that pose challenges to digital transformation within the supply chains of the specified sector. The study also delves into the interdependencies among these barriers within the system and explores potential mitigation strategies. The research employs Interpretative Structural Modeling and the Cross-Impact Matrix Multiplication Applied to Classification analysis as empirical methodologies. In relation to the analyzed barriers, they were defined based on a previous literature review. The model reveals that legal and regulatory constraints, the absence of a digital culture, and high capital investments exert the most substantial impact on the system. Other barriers represent inherent limitations to transformation, emphasizing the need for top management to spearhead the adoption of new technologies. This decision must align with the organizational culture to rationalize investments in technological assets, training, and digital infrastructure. Ultimately, experts consulted in the study propose actions to alleviate these barriers, underscoring the significance of cooperation and coordination among global chain members. Collaboration agreements with external entities, including government bodies and research institutes, are advocated as mechanisms for research and innovation, technology transfer, and financial subsidies. The research findings furnish vital insights for fruit and vegetable sector stakeholders, elucidating the barriers impeding digital transformation.