IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v74y2023ics0969698923001340.html
   My bibliography  Save this article

The impact of blockchain technology on the online purchase behavior of green agricultural products

Author

Listed:
  • Liu, Hua
  • Ma, Ruili
  • He, Guangyao
  • Lamrabet, Abdesslam
  • Fu, Shaoling

Abstract

The purpose of this study is to identify and investigate the types of trust and their impact mechanisms in the application of blockchain technology for green agricultural products. A mixed research approach was used in this study. First, qualitative in-depth interviews with consumers were conducted to identify the technological path (blockchain technology), and the information disclosure path (environmental information of green agricultural products) that affect consumer trust. Two types of consumer trust were also identified, namely, cognitive trust in blockchain technology (digital trust), and instantaneous trust in blockchain technology disclosure information (swift trust), both of which play a role in influencing consumers’ immediate purchase. Then, based on the interview results, a theoretical model for this study was developed by combining signal theory and trust transfer theory. Through a quantitative survey, 474 valid data were collected to empirically examine the role of consumer blockchain technology experience and environmental information transparency perceived on digital trust and swift trust, and the role of both types of trust on impulse buying. The results show that consumer blockchain technology experience can significantly and positively affect the environmental information transparency perceived. And both have a positive effect on digital trust and swift trust. Also both trusts have a significant effect on impulse buying. Further mediating effects confirm the environmental information transparency perceived as an important intrinsic mechanism by which the blockchain technology experience influences consumer trust. The results of this study add an empirical basis for the role of blockchain technology. It also provides a reference for technology adoption by related companies.

Suggested Citation

  • Liu, Hua & Ma, Ruili & He, Guangyao & Lamrabet, Abdesslam & Fu, Shaoling, 2023. "The impact of blockchain technology on the online purchase behavior of green agricultural products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001340
    DOI: 10.1016/j.jretconser.2023.103387
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923001340
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103387?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rameshwar Dubey & Angappa Gunasekaran & David J. Bryde & Yogesh K. Dwivedi & Thanos Papadopoulos, 2020. "Blockchain technology for enhancing swift-trust, collaboration and resilience within a humanitarian supply chain setting," International Journal of Production Research, Taylor & Francis Journals, vol. 58(11), pages 3381-3398, June.
    2. Honora, Andreawan & Chih, Wen-Hai & Wang, Kai-Yu, 2022. "Managing social media recovery: The important role of service recovery transparency in retaining customers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Pandey, Pallavi & Singh, Saumya & Pathak, Pramod, 2021. "An exploratory study on factors contributing to job dissatisfaction of retail employees in India," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Sung, Eunyoung (Christine) & Bae, Sujin & Han, Dai-In Danny & Kwon, Ohbyung, 2021. "Consumer engagement via interactive artificial intelligence and mixed reality," International Journal of Information Management, Elsevier, vol. 60(C).
    6. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    7. Zhao, Jing-Di & Huang, Jin-Song & Su, Song, 2019. "The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 42-49.
    8. Saxena, Neha & Sarkar, Biswajit, 2023. "How does the retailing industry decide the best replenishment strategy by utilizing technological support through blockchain?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    9. Mubarak, Muhammad Faraz & Petraite, Monika, 2020. "Industry 4.0 technologies, digital trust and technological orientation: What matters in open innovation?," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    10. Ji, Guojun & Zhou, Shu & Lai, Kee-Hung & Tan, Kim Hua & Kumar, Ajay, 2022. "Timing of blockchain adoption in a supply chain with competing manufacturers," International Journal of Production Economics, Elsevier, vol. 247(C).
    11. Mohammed Benlemlih & Amama Shaukat & Yan Qiu & Grzegorz Trojanowski, 2018. "Environmental and Social Disclosures and Firm Risk," Journal of Business Ethics, Springer, vol. 152(3), pages 613-626, October.
    12. Yang, Feng & Tang, Jing & Men, Jinqi & Zheng, Xiabing, 2021. "Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Guojun Ji & Shu Zhou & Kee-Hung Lai & Kim Hua Tan & Ajay Kumar, 2022. "Timing of blockchain adoption in a supply chain with competing manufacturers," Post-Print hal-03628403, HAL.
    14. Ali, Omar & Ally, Mustafa & Clutterbuck, & Dwivedi, Yogesh, 2020. "The state of play of blockchain technology in the financial services sector: A systematic literature review," International Journal of Information Management, Elsevier, vol. 54(C).
    15. Shahzad, Khuram & Zhang, Qingyu & Zafar, Abaid Ullah & Ashfaq, Muhammad & Rehman, Shafique Ur, 2023. "The role of blockchain-enabled traceability, task technology fit, and user self-efficacy in mobile food delivery applications," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    17. Lin, Jiabao & Guo, Jinyuan & Turel, Ofir & Liu, Shan, 2020. "Purchasing organic food with social commerce: An integrated food-technology consumption values perspective," International Journal of Information Management, Elsevier, vol. 51(C).
    18. Robinson, Stephen Cory, 2020. "Trust, transparency, and openness: How inclusion of cultural values shapes Nordic national public policy strategies for artificial intelligence (AI)," Technology in Society, Elsevier, vol. 63(C).
    19. Macready, Anna L. & Hieke, Sophie & Klimczuk-Kochańska, Magdalena & Szumiał, Szymon & Vranken, Liesbet & Grunert, Klaus G., 2020. "Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a 5-country study in Europe," Food Policy, Elsevier, vol. 92(C).
    20. Jiang, Yangyang & Stylos, Nikolaos, 2021. "Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    21. Yu, Weiping & Han, Xiaoyun & Ding, Lei & He, Mingli, 2021. "Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    22. Rameshwar Dubey & Nezih Altay & Constantin Blome, 2019. "Swift trust and commitment: The missing links for humanitarian supply chain coordination?," Annals of Operations Research, Springer, vol. 283(1), pages 159-177, December.
    23. Naeem, Muhammad & Ozuem, Wilson, 2021. "The role of social media in internet banking transition during COVID-19 pandemic: Using multiple methods and sources in qualitative research," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jie Leng & Xin Qi & Daoqing Hao, 2024. "Optimizing Water Conservation Strategies and Blockchain Integration in High-Water Consumption Industries Across Diverse Power Structures: A Differential Game Approach," Water Resources Management: An International Journal, Published for the European Water Resources Association (EWRA), Springer;European Water Resources Association (EWRA), vol. 38(15), pages 6079-6101, December.
    2. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: the role of perceived authenticity," LSE Research Online Documents on Economics 126230, London School of Economics and Political Science, LSE Library.
    3. Man The Nguyen & Tho Alang, 2024. "When do shoppers prefer using QR codes? Empirical evidence from Vietnam," Future Business Journal, Springer, vol. 10(1), pages 1-21, December.
    4. Jun Fan & Lijuan Peng & Tinggui Chen & Guodong Cong, 2024. "Mining the impact of social media information on public green consumption attitudes: a framework based on ELM and text data mining," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-19, December.
    5. .Ibrahim Halil Efend.iou{g}lu & Gokhan Akel & Bekir Deu{g}.irmenc.i & Dilek Aydou{g}du & Kamile Elmasou{g}lu & Hande Begum Bum.in Doyduk & Arzu c{S}eker & Hatice Bahc{c}e, 2023. "The Mediating Effect of Blockchain Technology on the Cryptocurrency Purchase Intention," Papers 2310.05970, arXiv.org.
    6. Amankou, Kunomboua Anicet Cyrille & Guchhait, Rekha & Sarkar, Biswajit & Dem, Himani, 2024. "Product-specified dual-channel retail management with significant consumer service," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kumar, Sourabh & Barua, Mukesh Kumar, 2023. "Exploring the hyperledger blockchain technology disruption and barriers of blockchain adoption in petroleum supply chain," Resources Policy, Elsevier, vol. 81(C).
    2. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Ladwein, Richard & Sánchez Romero, Andrea Milena, 2021. "The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Zhu, Shichao & Li, Jian & Wang, Shouyang & Xia, Yusen & Wang, Yajing, 2023. "The role of blockchain technology in the dual-channel supply chain dominated by a brand owner," International Journal of Production Economics, Elsevier, vol. 258(C).
    5. Amankou, Kunomboua Anicet Cyrille & Guchhait, Rekha & Sarkar, Biswajit & Dem, Himani, 2024. "Product-specified dual-channel retail management with significant consumer service," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Kongmanas Yavaprabhas & Mehrdokht Pournader & Stefan Seuring, 2023. "Blockchain as the “trust-building machine” for supply chain management," Annals of Operations Research, Springer, vol. 327(1), pages 49-88, August.
    7. Rameshwar Dubey & David J. Bryde & Cyril Foropon & Gary Graham & Mihalis Giannakis & Deepa Bhatt Mishra, 2022. "Agility in humanitarian supply chain: an organizational information processing perspective and relational view," Annals of Operations Research, Springer, vol. 319(1), pages 559-579, December.
    8. De Devitiis, Biagia & Viscecchia, Rosaria & Carfora, Valentina & Cavallo, Carla & Cicia, Gianna & Del Giudice, Teresa & Menna, Concetta & Nardone, Gianluca & Secca, Antonio, 2021. "Parents’ trust in food safety and healthiness of children’s diets: A TPB model explaining the role of retailers and government," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 23(2), July.
    9. Elmira Farrokhizadeh & Seyed Amin Seyfi-Shishavan & Sule Itir Satoglu, 2022. "Blood supply planning during natural disasters under uncertainty: a novel bi-objective model and an application for red crescent," Annals of Operations Research, Springer, vol. 319(1), pages 73-113, December.
    10. Li, Zhiwen & Xu, Xianhao & Bai, Qingguo & Chen, Cheng & Wang, Hongwei & Xia, Peng, 2023. "Implications of information sharing on blockchain adoption in reducing carbon emissions: A mean–variance analysis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 178(C).
    11. Lu, Qihui & Liao, Changhua & Chen, Xiangfeng, 2024. "The blockchain adoption strategies of online retailer in a dual-channel supply chain," International Journal of Production Economics, Elsevier, vol. 274(C).
    12. Davoudi, Zahra & Seifbarghy, Mehdi & Sarkar, Mitali & Sarkar, Biswajit, 2023. "Effect of bargaining on pricing and retailing under a green supply chain management," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: the role of perceived authenticity," LSE Research Online Documents on Economics 126230, London School of Economics and Political Science, LSE Library.
    14. Muhammad Umar Farooq & Amjad Hussain & Tariq Masood & Muhammad Salman Habib, 2021. "Supply Chain Operations Management in Pandemics: A State-of-the-Art Review Inspired by COVID-19," Sustainability, MDPI, vol. 13(5), pages 1-33, February.
    15. Montecchi, Matteo & Plangger, Kirk & West, Douglas C., 2021. "Supply chain transparency: A bibliometric review and research agenda," International Journal of Production Economics, Elsevier, vol. 238(C).
    16. Amir Jamali & Amirhossein Ranjbar & Jafar Heydari & Sina Nayeri, 2022. "A multi-objective stochastic programming model to configure a sustainable humanitarian logistics considering deprivation cost and patient severity," Annals of Operations Research, Springer, vol. 319(1), pages 1265-1300, December.
    17. Wang, Bin & Xie, Fengyuan & Kandampully, Jay & Wang, Jin, 2022. "Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    18. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    19. Song, Hua & Liu, Wenyi & Yu, Kangkang & Han, Mengwei, 2024. "Trusting the trust machine: How does blockchain-enabled governance configuration enhance financing credibility?," Technovation, Elsevier, vol. 135(C).
    20. Elshaer, Ibrahim A. & Alrawad, Mahmaod & Lutfi, Abdalwali & Azazz, Alaa M.S., 2024. "Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001340. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.