Consumer adoption of blockchain food traceability: effects of innovation-adoption characteristics, expertise in food traceability and blockchain technology, and segmentation
ISSN: 0007-070X
Article publication date: 13 December 2022
Issue publication date: 30 May 2023
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. (2023), "Consumer adoption of blockchain food traceability: effects of innovation-adoption characteristics, expertise in food traceability and blockchain technology, and segmentation", British Food Journal, Vol. 125 No. 7, pp. 2493-2513. https://doi.org/10.1108/BFJ-06-2022-0466
Publisher
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited