Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour
ISSN: 0007-070X
Article publication date: 12 January 2022
Issue publication date: 3 November 2022
Abstract
Purpose
Given the increasing industry interest in blockchain technologies for supply chain management and product traceability, this paper aims to investigate consumer purchasing intentions for blockchain traceable coffee and their psychosocial antecedents, utilising an extended model of the theory of planned behaviour (TPB).
Design/methodology/approach
An online questionnaire study of 123 participants was deployed, using two traceability systems (one based on blockchain and one on a more established traceability certification) for organic coffee.
Findings
Adding variables such as environmental protections, trust and habits significantly increased the predictive power of TPB. The results suggest that attitude, perceived behavioural control and environmental protections drive intentions to purchase blockchain traceable coffee.
Research limitations/implications
Apart from establishing the factors affecting consumer intentions for blockchain traceable coffee, this study validates the TPB as a model of explaining coffee purchasing intentions and provides evidence of new variables that can significantly increase the model's predictive power.
Practical implications
The proposed format of presenting traceability information along with the significant variables revealed in our study can function as a guide for designing product features and marketing strategies for blockchain traceable organic coffee. Increasing consumer awareness on product traceability will also play a crucial role in the success of these products.
Originality/value
This study is the first to explore consumer purchasing intentions for blockchain traceable coffee and establish the psychosocial variables behind them contributing, in that way, to an understudied area in academic literature as well as providing insights for a more consumer-centric design of such products.
Keywords
Acknowledgements
The research described in this paper is supported by the Horizon Centre for Doctoral Training, University of Nottingham (RCUK Grant No. EP/L015463/1) and the Digital Catapult. The authors would like to thank Dr Robert Learney from the Digital Catapult for his constructive comments and feedback. The information described in this paper reflects the authors' views. The Horizon Centre for Doctoral Training and the Digital Catapult are not liable for any information contained in this paper.
Citation
Dionysis, S., Chesney, T. and McAuley, D. (2022), "Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour", British Food Journal, Vol. 124 No. 12, pp. 4304-4322. https://doi.org/10.1108/BFJ-05-2021-0541
Publisher
:Emerald Publishing Limited
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