Food provenance assurance and willingness to pay for blockchain data security: A case of Australian consumers

Vázquez Meléndez, Elena I., Brett Smith and Paul Bergey

Journal of Retailing and Consumer Services, 2025, vol. 82, issue C

Abstract: 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.

Keywords: Food provenance; Consumer trust; Blockchain; Food safety; Compositional data; Hybrid choice modeling (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:82:y:2025:i:c:s096969892400376x

DOI: 10.1016/j.jretconser.2024.104080

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