Understanding Consumer Needs in the Digital Era: Digital Technology, Consumer Insight, and Blue Economy Productivity

Abstract

The blue economy sector has become one of the strategic drivers of sustainable economic growth, particularly in maritime countries such as Indonesia. Despite its substantial marine resources and fisheries potential, the sector's contribution to national economic productivity remains below its expected capacity. Digital technologies have emerged as important enablers for enhancing operational efficiency, improving market access, and generating consumer insights that support strategic decision-making. This study develops a conceptual framework integrating Social Capital Theory and Transaction Cost Economics (TCE) to explain how digital technology adoption enhances productivity within the blue economy sector. The framework proposes that digital technologies facilitate information sharing, strengthen supply chain collaboration, reduce transaction costs, and improve responsiveness to consumer needs. Consequently, organizations are expected to achieve higher levels of business performance and productivity. The study contributes to the literature by linking consumer insights, digital transformation, social capital, and transaction cost efficiency within the context of blue economy development. The findings provide strategic implications for policymakers, fisheries entrepreneurs, and digital platform providers seeking to improve competitiveness and sustainability in marine-based industries.