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The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China

Qianqian Zhai (), Ali Sher () and Qian Li ()
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Qianqian Zhai: College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China
Ali Sher: Business School, Nanjing University of Information Science & Technology, Nanjing 210044, China
Qian Li: College of Economics, Beijing Technology and Business University, Beijing 100048, China

IJERPH, 2022, vol. 19, issue 13, 1-14

Abstract: This paper systematically investigates the impact of consumers’ health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers’ health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers’ health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers’ health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers’ traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice.

Keywords: health risk perception; blockchain; traceable; fresh fruit; income (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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