Exploring consumers’ perception of craft beer from social agriculture tracked with blockchain technology

Despite growing interest in food traceability, the intersection between digital transparency and social sustainability remains underexplored, particularly within the craft beer sector. This study addressed this gap by investigating how blockchain-mediated communication about social sustainability influences consumers’ perceptions and willingness to buy a beer produced within a prison-based economy project that supports inmates’ reintegration through their work in hop cultivation and harvesting. Firstly, an online survey (n = 456) explored the willingness to buy (WTB) a social beer tracked with blockchain technology (BT). Partial Least Square Structural Equation Modelling showed that, although BT was perceived as slightly complex, it significantly enhanced trust, positively affecting WTB. A significant positive attitude toward “made in prison” initiatives emerged as the primary driver of WTB, whereas general interest in social farming did not directly translate into higher WTB. Secondly, a sensory test (n = 148) evaluated the impact of social information on beer acceptability. Participants were divided into a Blind and an Informed group (only the latter receiving details on social impact). Independent-samples t-tests showed that social information did not significantly affect liking scores or WTB, but Informed participants considered the social beer more appropriate for sharing with family or friends, thus appreciating it not only for its sensory quality but also for its social value. By linking digital traceability with social impact, these findings demonstrated how the brewing industry can contribute to SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production), supporting socially responsible brewing initiatives.