TY - JOUR
T1 - Food provenance assurance and willingness to pay for blockchain data security
T2 - A case of Australian consumers
AU - Melendez, Elena I. Vazquez
AU - Smith, Brett
AU - Bergey, Paul
N1 - Publisher Copyright:
© 2024 The Authors
PY - 2025/1
Y1 - 2025/1
N2 - Blockchain technology has properties that improve supply chain transparency, traceability, and accountability, but how important are these security features to the consumer? This study investigates, consumers' willingness to choose and pay a premium for blockchain-certified food products. The major findings of this study are that consumers show positive receptiveness towards blockchain and disfavour unethical food production methods revealing sustainability consciousness guiding their consumption. We find that females place a greater value on food transparency and product labelling verification and are more willing to pay a premium. In addition, the results have important marketing implications according to our choice modeling findings.
AB - Blockchain technology has properties that improve supply chain transparency, traceability, and accountability, but how important are these security features to the consumer? This study investigates, consumers' willingness to choose and pay a premium for blockchain-certified food products. The major findings of this study are that consumers show positive receptiveness towards blockchain and disfavour unethical food production methods revealing sustainability consciousness guiding their consumption. We find that females place a greater value on food transparency and product labelling verification and are more willing to pay a premium. In addition, the results have important marketing implications according to our choice modeling findings.
KW - Blockchain
KW - Compositional data
KW - Consumer trust
KW - Food provenance
KW - Food safety
KW - Hybrid choice modeling
UR - http://www.scopus.com/inward/record.url?scp=85204026778&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2024.104080
DO - 10.1016/j.jretconser.2024.104080
M3 - Article
SN - 0969-6989
VL - 82
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 104080
ER -