Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective

Nishant Kumar, Kamal Upreti and Divya Mohan
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Nishant Kumar: Amity School of Business, Amity University, Noida, India
Kamal Upreti: Dr. Akhilesh Das Gupta Institute of Technology and Management, New Delhi, India
Divya Mohan: Delhi Institute of Advanced Studies, India

International Journal of E-Business Research (IJEBR), 2022, vol. 18, issue 2, 1-17

Abstract: Blockchain has evolved as one of the disruptive technologies in the landscape of business. The study aims to investigate drivers of consumer adoption of blockchain for product origin and track to trace history before making a purchase. An extended technology adoption model (TAM) has been proposed to examine the consumer perspective for blockchain adoption in the food supply chain. Based on the survey of 208 retail consumers the proposed model was validated using variance-based structure equation modeling. Findings of the study emphasize the significant role of perceived security and privacy in developing trust, ease of use, and usefulness of blockchain-enabled systems. The relationship between perceived ease of use and attitude is mediated through perceived usefulness. The strong influence of attitude on adoption intention represents the consumer interest for blockchain to understand the product provenance. Study provides vital insights for successful blockchain implementation to enhance supply chain effectiveness.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:18:y:2022:i:2:p:1-17

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