Blockchain technology to protect label information: The effects on purchase intentions in the food industry

Abstract

Blockchain technology is continuing to spread in many sectors, including the food industry, which has begun to embrace it in order to face new transformative trends. Indeed, since it is based on distributed ledgers and the encryption of stored data, blockchains may provide greater security for information delivered. It is still unclear what effects the use of blockchains has on customer behavior in the food sector. Consequently, our analyses tested the impact that blockchains have on customer purchase intentions in the food sector. Our results show that information provided to customers about the use of a blockchain to protect information throughout the supply chain can positively influence their purchase intentions. This study, consequently, offers new insights into the benefits generated by blockchains in the food sector and contributes to scientific understanding of the phenomenon overall. Moreover, our results provide insights that are also useful for managers and policymakers to further spread the use of blockchains.