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Consumers’ Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products

Author

Listed:
  • Xin Lin

    (School of Economics and Management, Northeast Electric Power University, Jilin 132012, China)

  • Shu-Chen Chang

    (College of Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan)

  • Tung-Hsiang Chou

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan)

  • Shih-Chih Chen

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan)

  • Athapol Ruangkanjanases

    (Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand)

Abstract

Establishing a blockchain food traceability system (BFTS) is increasingly important and urgent to resolve the contradiction between consumers’ intention regarding safe food selections and the spread of polluted foods. Using the advantages of blockchain, such as immutability, decentralization, openness, and anonymity, we can build trusted food traceability systems based on these important characteristics. With reliable information, traceability from production to sales can effectively improve food safety. In this research, multiple models, namely, the information success model (ISS) and the Theory of Planned Behavior (TPB) are formed into a conceptual integrated framework to study the intentions’ influenced factors of BFTS technology for Chinese consumers to help ensure food safety and the quality of Chinese organic food products. A face-to-face questionnaire survey with 300 valid responses was analyzed by Partial Least Square from the Chinese consumers focusing on the organic food products. This study found that the attitude and perceived behavioral control qualities significantly and positively affect the usage intention in adopting BFTS, while the subjective norms are positively but not significantly correlation with the usage intention in using BFTS. The above results will inform suggestions for productors and academics along with implications to promote BFTS’ usage intention.

Suggested Citation

  • Xin Lin & Shu-Chen Chang & Tung-Hsiang Chou & Shih-Chih Chen & Athapol Ruangkanjanases, 2021. "Consumers’ Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products," IJERPH, MDPI, vol. 18(3), pages 1-19, January.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:3:p:912-:d:484425
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    References listed on IDEAS

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    1. Veronica Marozzo & Alessandra Costa & Tindara Abbate, 2024. "The relationship between the perceived product sustainability of organic food and willingness to buy: a parallel mediation effect of product traceability and consumers’ environmental concerns," Italian Journal of Marketing, Springer, vol. 2024(4), pages 375-393, December.
    2. Tao Li & Xiaotong Xu & Weirong Liu & Chengdong Shi, 2023. "Pricing Decision of Three-Level Agricultural Supply Chain Based on Blockchain Traceability and Altruistic Preference," Sustainability, MDPI, vol. 15(4), pages 1-25, February.
    3. Srdjan Tegeltija & Stefan Dejanović & Huanhuan Feng & Stevan Stankovski & Gordana Ostojić & Denis Kučević & Jelena Marjanović, 2022. "Blockchain Framework for Certification of Organic Agriculture Production," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    4. Giakoumelou, Anastasia & Salvi, Antonio & Bekiros, Stelios & Onorato, Grazia, 2024. "ESG and FinTech funding in the EU," Research in International Business and Finance, Elsevier, vol. 69(C).
    5. Liukun Wang & Chunjie Qi & Peng Jiang & Si Xiang, 2022. "The Impact of Blockchain Application on the Qualification Rate and Circulation Efficiency of Agricultural Products: A Simulation Analysis with Agent-Based Modelling," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    6. Mirza, Nawazish & Umar, Muhammad & Afzal, Ayesha & Firdousi, Saba Fazal, 2023. "The role of fintech in promoting green finance, and profitability: Evidence from the banking sector in the euro zone," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 33-40.
    7. Ammar AL-Ashmori & P. D. D. Dominic & Narinderjit Singh Sawaran Singh, 2022. "Items and Constructs of Blockchain Adoption in Software Development Industry: Experts Perspective," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    8. Qianqian Zhai & Ali Sher & Qian Li, 2022. "The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China," IJERPH, MDPI, vol. 19(13), pages 1-14, June.
    9. Ammar AL-Ashmori & Gunasekar Thangarasu & P. D. D. Dominic & Al-Baraa Abdulrahman Al-Mekhlafi, 2023. "A Readiness Model and Factors Influencing Blockchain Adoption in Malaysia’s Software Sector: A Survey Study," Sustainability, MDPI, vol. 15(16), pages 1-28, August.
    10. Anulipt Chandan & Michele John & Vidyasagar Potdar, 2023. "Achieving UN SDGs in Food Supply Chain Using Blockchain Technology," Sustainability, MDPI, vol. 15(3), pages 1-21, January.

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