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Consumer adoption of blockchain food traceability: effects of innovation-adoption characteristics, expertise in food traceability and blockchain technology, and segmentation

Ou Wang (School of Accounting, Finance and Economics, University of Waikato, Hamilton, New Zealand)
Frank Scrimgeour (School of Accounting, Finance and Economics, University of Waikato, Hamilton, New Zealand)

British Food Journal

ISSN: 0007-070X

Article publication date: 13 December 2022

39

Abstract

Purpose

This study explores the influence of the following factors on consumer adoption of blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in food traceability, expertise in blockchain technology, food categorical preferences and perceived important features of BFT.

Design/methodology/approach

The data was collected via an online questionnaire with 1,401 participants in New Zealand. Exploratory factor analysis, structural equation modelling and segmentation analysis were undertaken.

Findings

Consumer adoption of blockchain food traceability was significantly influenced by two innovation-adoption characteristics – perceived incentives and perceived complexity, as well as their expertise in food traceability. Two consumer segments were identified: Conservatives (48%) and Pioneers (52%). Significant differences were found between these two segments in terms of gender, age, education, occupation, residential area and ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple and normal foods than for processed, domestic and upscale foods. Their perceived important specific features of BFT are product origin, food safety information, quality control, food safety information, hygienic condition and scarcity management.

Originality/value

This study contributes knowledge to address the current knowledge gap regarding consumer adoption of blockchain food traceability by using a large sample set. It is also the first study to recognise consumer segments for BFT; to provide information about consumers' important socio-demographic characteristics, food categorical preferences and perceived important features towards BFT; and to explore the influences of consumers' innovation-adoption characteristics, expertise in food traceability and expertise in blockchain technology on their adoption of blockchain food traceability.

Keywords

Acknowledgements

This study was funded by 2020 Bill and Joan Flower Summer Research Scholarship Fund and Waikato Management School Staff Research Fund. We would like to thank Mr. Angus McRobie for his participation in preliminary literature review and proofreading the questionnaire as the summer scholarship recipient.

Citation

Wang, O. and Scrimgeour, F. (2022), "Consumer adoption of blockchain food traceability: effects of innovation-adoption characteristics, expertise in food traceability and blockchain technology, and segmentation", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-06-2022-0466

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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