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

Xin Lin, Shu-Chen Chang, Tung-Hsiang Chou, Shih-Chih Chen and Athapol Ruangkanjanases
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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

IJERPH, 2021, vol. 18, issue 3, 1-19

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.

Keywords: food safety; organic food product; information system successful model (ISS); Theory of Planned Behavior (TPB); Trust (TR); Partial Least Squares (PLS); blockchain food traceability system (BFTS) (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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