Abstract
PurposeThis study explores the influence of the following factors on consumer adoption of blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in food traceability, expertise in blockchain technology, food categorical preferences and perceived important features of BFT.Design/methodology/approachThe data was collected via an online questionnaire with 1,401 participants in New Zealand. Exploratory factor analysis, structural equation modelling and segmentation analysis were undertaken.FindingsConsumer adoption of blockchain food traceability was significantly influenced by two innovation-adoption characteristics – perceived incentives and perceived complexity, as well as their expertise in food traceability. Two consumer segments were identified: Conservatives (48%) and Pioneers (52%). Significant differences were found between these two segments in terms of gender, age, education, occupation, residential area and ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple and normal foods than for processed, domestic and upscale foods. Their perceived important specific features of BFT are product origin, food safety information, quality control, food safety information, hygienic condition and scarcity management.Originality/valueThis study contributes knowledge to address the current knowledge gap regarding consumer adoption of blockchain food traceability by using a large sample set. It is also the first study to recognise consumer segments for BFT; to provide information about consumers' important socio-demographic characteristics, food categorical preferences and perceived important features towards BFT; and to explore the influences of consumers' innovation-adoption characteristics, expertise in food traceability and expertise in blockchain technology on their adoption of blockchain food traceability.
Subject
Food Science,Business, Management and Accounting (miscellaneous)
Reference58 articles.
1. Adoption of blockchain technology in various realms: opportunities and challenges;Security and Privacy,2020
2. How the COVID-19 pandemic is changing online food shopping human behaviour in Italy;Sustainability,2020
3. Dimensions of consumer expertise;Journal of Consumer Research,1987
4. China and the USA, a higher perceived risk for UK consumers in a post COVID-19 food system: the impact of country of origin and ethical information on consumer perceptions of food;Emerald Open Research,2020
5. Preliminary user studies on consumer perception towards vlockchain-based livestock traceability platform in Indonesia: an implication to design,2020
Cited by
13 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献