Integrating Blockchain Technologies in Wine Industries: The Role of Perceived Self-Service Technologies Quality and Consumers’ Need for Uniqueness

Andrea Sestino () and Cesare Amatulli ()
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Andrea Sestino: University of Rome Tre
Cesare Amatulli: University of Bari “Aldo Moro”

Chapter Chapter 6 in New Technologies in Luxury Consumption, 2023, pp 91-101 from Springer

Abstract: Abstract Among new technologies, the blockchain enhances the ability to quickly pinpoint potential sources of contamination to efficiently prevent, contain, or rectify outbreaks. Transparency in terms of blockchain food traceability can validate and authenticate food origins and improve brand credibility, representing an unforeseen opportunity for certifying luxury products, such as in the case of prestigious food, which are appreciated by consumers for their uniqueness. This chapter investigates how consumers’ perceived self-service technology quality may influence their willingness to buy. An experiment has been conducted among a sample of 132 respondents, by using the wine industry as a research setting. Results show that consumers’ perceived self-service technology positively influences consumers’ willingness to buy, and that such effect is magnified by the need for uniqueness.

Keywords: Luxury food; Wine; Blockchain; Traceability; Supply chain; Perceived self-service technology quality; Product label; Need for uniqueness; Prestigious food (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-26082-7_6

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DOI: 10.1007/978-3-031-26082-7_6

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