Beyond Green Labels: Leveraging Blockchain, IoT, and AI for Enhanced Traceability and Verification of Green Marketing Claims in Transnational Agri-Food Supply Chains

Growing consumer demand for sustainable food products has amplified the use of “green” marketing claims, yet transnational agri-food supply chains face a critical “perception–reality gap” due to data fragmentation and the absence of independent verification, fostering significant greenwashing risks. This study explores how the synergistic integration of Blockchain, Internet of Things (IoT), and Artificial Intelligence (AI) can bridge this gap. Utilizing a PRISMA-inspired qualitative systemic analysis and scenario modeling, we propose the “Converging Technologies for Sustainable Agri-Food” (CTSAF) model, formalized through a mathematical Green Claim Veracity Index (Vi) and AI-driven anomaly detection algorithms. The analysis evaluates three maturity-level scenarios against expert-calibrated Key Performance Indicators (KPIs). Results demonstrate that while traditional and blockchain-only systems remain vulnerable to the “Oracle Problem”, the integrated CTSAF model (Scenario III) achieves “Very High” performance in data accuracy and audit efficiency. By transforming passive record-keeping into an autonomous governance layer, this framework provides a strategic roadmap for substantiating environmental claims in alignment with the EU Green Claims Directive and the Digital Product Passport framework.