From HOP to HOPe: the role of blockchain-enabled social impact communication in shaping consumers’ perception of craft beer

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 consumers’ acceptance of blockchain as a tool for communicating social sustainability information and the effect of social impact information on consumers’ perception and purchase intention of beer from a prison-based economy project, where hop cultivation and harvesting provides opportunities for inmates’ social reintegration. Firstly, an online survey (n = 456) explored the willingness to buy (WTB) a 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 prison-based beer more appropriate for sharing with family or friends, thus appreciating it 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.