Exploring digitalisation adaptation of agro-food firms: Evidence from Greece

Purpose: The present study aims to investigate the primary tools and digitalisation applications used by agro-food firms in Greece. These factors encourage or discourage digitalisation and identify which policies are in place to ensure an effective digitalisation in the food sector. Design/methodology/approach: Primary data were gathered through a quantitative survey with a structured questionnaire on a sample of agro-food firms in Greece. The sample consisted of 51 executives of firms from the food sector. Data analysis was performed raw data using the SPSS statistical software version 26 and applying a mix of multivariate methods. Findings: The results indicate that the implementation of digital technologies in agro-food firms in Greece remains in an embryonic phase, only taking advantage of the key digital platforms and the Internet. Research limitations/implications: 1. The coronavirus pandemic (Covid-19) did not allow lifelong data collection. 2. The non-response of some companies to the invitation to participate in the research and their desire not to participate in the research. Originality/value: The digital adaptation of the agro-food firms will contribute to the protection of the environment in the context of green growth. We believe that the present study will contribute to shaping the appropriate environment for the adaptation of the food industry to the new conditions.