What (in)compatibilities between the local food shopping and digitalization of short food supply chains?

Purpose Producers develop new digital technologies and services to retail their local foods. However, while digitalization of short food supply chains (SFSCs) is praised by producers, what do shoppers think? “Technological optimism” does not explain why technologies offered by producers are sometimes ignored, quickly abandoned or are the subject of consumer resistance. Consequently, this research explores (1) the perceived values of local food shopping in SFSCs and (2) the perceived benefits and drawbacks by local food shoppers regarding the digitization of SFSCs. Design/methodology/approach A qualitative study was conducted through semi-structured interviews with 31 consumers who utilized digitalized short food supply chains for their local food shopping. The interviews conducted were fully recorded and transcribed; before that, a thematic content analysis was carried out by using NVivo software. Findings Results show the perceived values of local food shopping in SFSCs. These values are categorized into four key dimensions: utilitarian, hedonic, civism and social. Beyond developing an in-depth conceptualization of local food shopping, this research also shed light on the perceived benefits and drawbacks concerning digital technologies offered by producers. By confronting these positive and negative elements, three paradoxes of the digitalization of SFSCs emerge: a paradox of virtual information, a paradox of automated authenticity and a paradox of alienating freedom. Originality/value This research proposes a conceptualization of perceived values of local food shopping in SFSCs, divided into four key dimensions. Some dimensions are oriented on the food product itself (i.e. utilitarian dimension) and others are oriented around the shopping experience (i.e. social dimension). Finally, some dimensions are simultaneously food-oriented and shopping-oriented (i.e. hedonic and civic dimensions). Furthermore, this research takes a critical look at the “technological optimism” prevalent in the literature on retailing. By looking beyond the positive elements presented in the literature, this research advances understanding of the (in)compatibilities between local food consumption and the digitalization of SFSCs.