Agricultural Sector and Digital Transformation: An Explorative Research of Consumers and Producers Views of Authenticity

The landscape of the business world is switching to the new normal post Covid 19 era. Therefore, the pandemic has accelerated the digital transformation and it has been added to the deep health crises in human history. In turn, it has disrupted the consumer-health relationship and it has reshaped the digital transformation practices. This research contributes to knowledge by exploring how digital transformation affects the practices in the agricultural sector. Regarding the key determinants of authenticity’s definition in post Covid 19, it considers the different and conflicting views from consumers and producers in the same time. This essay infers that the authenticity could represent a flexible, controversial and especially fluid concept. Findings underline that digital transformation of the agricultural sector needs to be shaped by a digital that emphasize the social reality of consumption. In this sense, a deep understanding of local environment provides a value for the technology and strategy for bridging the authenticity gap.