Consumer acceptance toward blockchain technology for anti-counterfeiting: hype, credence or future?

Geetika Jain, Archana Shrivastava and Mohsen Brahmi

International Journal of Business Innovation and Research, 2024, vol. 34, issue 1, 90-108

Abstract: Blockchain, a decentralised protocol, is broadly considered to have a huge innovation potential in all fields. To date, it is largely in the banking arena where blockchain use cases have been identified. One of the most convincing objectives of using blockchain technology for the purpose of anti-counterfeiting is its ability to detect an error and eliminate any fraudulent activity. Use of the blockchain technology will be revolutionary in the fashion industry, where difficulty in identification and lack of transparency are major challenges. Implementation of blockchain is a long-term project as it depends on network effects as well as on defining the regulatory conditions. This study is an attempt to understand the customers' acceptance towards implementation of blockchain technology for anti-counterfeiting for branded fashion accessories through the unified theory of acceptance and use of technology (UTAUT).

Keywords: consumer acceptance; blockchain technology; innovation; anti-counterfeit; UTAUT. (search for similar items in EconPapers)
Date: 2024
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