Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour

Abstract

PurposeGiven the increasing industry interest in blockchain technologies for supply chain management and product traceability, this paper aims to investigate consumer purchasing intentions for blockchain traceable coffee and their psychosocial antecedents, utilising an extended model of the theory of planned behaviour (TPB).Design/methodology/approachAn online questionnaire study of 123 participants was deployed, using two traceability systems (one based on blockchain and one on a more established traceability certification) for organic coffee.FindingsAdding variables such as environmental protections, trust and habits significantly increased the predictive power of TPB. The results suggest that attitude, perceived behavioural control and environmental protections drive intentions to purchase blockchain traceable coffee.Research limitations/implicationsApart from establishing the factors affecting consumer intentions for blockchain traceable coffee, this study validates the TPB as a model of explaining coffee purchasing intentions and provides evidence of new variables that can significantly increase the model's predictive power.Practical implicationsThe proposed format of presenting traceability information along with the significant variables revealed in our study can function as a guide for designing product features and marketing strategies for blockchain traceable organic coffee. Increasing consumer awareness on product traceability will also play a crucial role in the success of these products.Originality/valueThis study is the first to explore consumer purchasing intentions for blockchain traceable coffee and establish the psychosocial variables behind them contributing, in that way, to an understudied area in academic literature as well as providing insights for a more consumer-centric design of such products.