Belk’s conceptualisation of the extended self is one of the most influential articles published in the history of consumer research. However, less scholarly attention has been given to the broader ontological implications of Belk’s later arguments that his original distinction between a core and extended self should be abandoned. In this comment, I first highlight how Belk’s original formulation marked a contested transition from a dualistic view of consumers as possessing a core self that remains distinct from the socio-material world to a dialectical understanding of consumer selves as emerging from a centre-to-periphery network of relations. His ensuing update implicitly denotes another ontological shift towards an even more de-centred view of the ‘extended self’. However, Belk’s reformulation of the extended self in the digital age lacked a culturally established, alternative praxeomorphic model needed to fully disentangle the extended self from the ‘heavy’ ontology of the core self. Contemporary socio-technical innovations are beginning to offer a praxeomorphic means to ontologically re-vision consumers as distributed networks whose life narratives function as ledgers of their assembled experiences. As an emerging praxeomorphic future shaped by the mass diffusion of AI technologies is rapidly taking shape, I suggest that ‘consumer research’, as we currently understand it, may soon be radically transformed.
Consumer Behavior in Brand Consumption and Identification
Blockchain has revolutionized the field of supply chain management, allowing firms to optimize their operations and achieve enhanced levels of efficiency and environmental responsibility. This study investigates the relationships between the functionalities of the blockchain-enabled Internet of Things (IoT) and many aspects of the supply chain, namely, supplier integration, internal integration, customer integration, and sustainable logistic capabilities. It also analyses the impact of these correlations on the supply chain performance and sustainability of firms. This study is grounded in an empirical inquiry carried out using a questionnaire survey of the retail industry in Pakistan. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyze the data. The findings indicate a direct correlation between the use of BC-enabled Internet of Things (IoT) capabilities and the integration of the supply chain, as well as logistic capabilities. Furthermore, there is a strong and meaningful correlation between blockchain-enabled supply chain integration and sustainable logistic capabilities and firm performance. The research findings indicate that the combined impact of digital innovations results in higher levels of corporate performance and sustainability. By embracing digitization through blockchain technology, business organizations can attain supply chain excellence. This integration enhances the adoption of environmentally beneficial actions, minimizes waste, and decreases carbon emissions across supply chains, thus reinforcing the connection between sustainable firm performance and environmental sustainability. As a result, the enterprises may execute sustainably through improved logistical capabilities and effective integration. The results hold great theoretical and practical significance for improving supply chain management efficacy and accomplishing multiple SDGs, including SDG-8, SDG-9, SDG-11, and SDG-12.
Ch. Anudeep, Kathari Santosh, M Sandeep Kumar, M Jahnavi · 6 authors
As the retail industry continues to evolve in the digital era, businesses are exploring innovative solutions to enhance customer engagement and loyalty. This research proposes a novel approach to loyalty programs by leveraging blockchain technology to create a secure and transparent model for customer rewards. Traditional loyalty programs often face challenges related to security, transparency, and trust, leading to issues such as fraud and customer skepticism. The proposed model outlines the design and implementation of a blockchainbased loyalty program, ensuring a secure and immutable ledger for tracking customer transactions and rewards. Smart contracts, self-executing contracts with predefined rules, are utilized to automate and enforce the terms of the loyalty program, reducing the potential for disputes and enhancing transparency. The decentralized nature of the blockchain ensures that customer data is securely stored and accessible only to authorized parties, addressing privacy concerns prevalent in centralized loyalty systems. This research employs a mix of theoretical analysis and practical implementation to validate the feasibility and effectiveness of the blockchain-based loyalty program model. The proposed Ethereum Blockchain model stands out with a significantly higher throughput of 5300 transactions per day, accompanied by an exceptional transaction transparency score of 99.5 .
Everyday life depends heavily on the supply chain, and its traceability guarantees the quality and safety of the products. Thus, there is a pressing need for an effective and trustworthy solution to enhance logistic traceability. Traditional traceability systems suffer from low tracking efficiency and inconsistent data. However, the developing blockchain technology promises to improve these issues by being transparent, tamper-proof, and decentralised. This article analyses previous research, highlights problems, and investigates logistic traceability options based on blockchain. First, the conventional traceability approach and stakeholder demands are explained, along with the fundamentals of blockchain technology. Next, a thorough evaluation and analysis of the current publications and enterprise applications is conducted. Lastly, difficulties and potential lines of inquiry are explored. Subsequent studies may concentrate on developing focused consensus processes, creating suitable access controls, examining the function of regulators in the supply chain, etc. This analysis demonstrates that although there are still many obstacles to overcome, blockchain offers a lot of promise to solve traceability problems.
Since the early developments of Web3 and the Metaverse, the fashion industry has been actively launching initiatives, especially through gamification, Non-Fungible Tokens (NFTs) and shopping experience. Up until now the academic literature relating to the implications for fashion brands in a digital fashion marketing context has been scarce. Through a systematic content analysis of 235 articles published between 2021 and 2023 in Vogue Business and The Business of Fashion, this research has focused on the main brands and uses of the Metaverse, as well as their real applications. Through a thorough analysis, this research reveals that the most active fashion sub-industries on the Metaverse are those relating to luxury, sportswear and beauty, with Nike, Gucci and Hermès emerging as the leading brands. Furthermore, when it comes to fashion and the Metaverse, the most popular topics relate to NFTs and gamification, to the point that they are used as synonyms of the Metaverse. This practice creates confusion, not only in terms of the meaning of the term “metaverse”, but also regarding its implications for fashion brands. Finally, the study identifies issues that demand further analysis in subsequent academic research regarding the notion of falsity and the Metaverse.
Mengting Yu, Ludovica Principato, Marco Formentini, Giovanni Mattia · 7 authors
Food insecurity and food surplus are two pressing issues that have been exacerbated by the COVID-19 pandemic. This paper presents a novel approach to addressing these problems using blockchain technology. More specifically, data from the Italian Regusto platform are analysed to identify factors that determine the volume and economic value of surplus food redistribution. From a methodological statistical perspective, the performance of Stepwise Multiple Linear Regression and Random Forest are compared in a blockchain data analysis. The effective machine-learning-based analysis reveals that the Regusto platform gives people greater access to the surplus food redistributed by non-profit organisations and suppliers through both donations and sales. The study also highlights the potential effects of redistributing surplus food on the beneficiaries' diets and health and we find that redistributing surplus food can reduce household food insecurity among low-income families and communities measured by food poverty and COVID-19 indexes at different spatial locations. Overall, by offering a unique perspective on these issues through the lens of blockchain technology, our study can inspire further research on how this technology can ensure everyone has enough affordable, nutritious food to lead healthy lives.
Purpose Cryptocurrencies are becoming increasingly attractive as alternatives to traditional currencies. Although many retailers accept cryptocurrencies as a means of payment in online shopping, consumers’ cryptocurrency adoption intention in online shopping (CCAI) is still low. This study aims to investigate the influence of attitudes, subjective norms, consumer trust, financial literacy and fear of missing out (FOMO) on CCAI. Design/methodology/approach A quantitative research approach was followed using a consumer survey. Hypothesized relationships were tested through regression and mediation analyses. Findings The results revealed that consumers could accept cryptocurrencies as a means of payment in online shopping. Attitudes, subjective norms, consumer trust and financial literacy directly and positively influence CCAI, while they indirectly affect CCAI through the mediating impact of FOMO. Practical implications Marketing managers should improve consumers’ knowledge about cryptocurrencies and trust in online shopping to increase CCAI. Social media marketing can be appropriate, while the advertising content can address keeping up with others and staying connected. Originality/value This study addresses a critical gap in the literature by empirically examining the antecedents of CCAI within an original conceptual model based on the theoretical framework provided by the theory of planned behavior. Attitudes, subjective norms, trust and financial literacy influence CCAI, where FOMO plays a significant role as a mediator.
Alessandro Petrontino, Michel Frem, Vincenzo Fucilli, Emanuela Tria · 6 authors
Introduction Pasta is a key product in Italy’s agri-food industry, consumed due to its ease of preparation, nutritional richness, and cultural importance. Evolving consumer awareness has prompted adaptations in the pasta market, to address concerns about social, environmental, quality, and food safety issues. This study examines Italian consumers’ willingness to pay (WTP) for pasta in local markets, analysing their behaviours and preferences. Methods For this purpose, we used a discrete choice experiment (DCE) technique combined with a latent variable model. We also collected 397 valid online questionnaires. Results and Discussion The results reveal an interest utility among all respondents to pay a price premium of €1.16, €0.82, €0.62, €0.41, and €0.36 for 500 g of pasta, for the use of blockchain/QR code (BC) technology on the label, providing data on credence attributes such as safety, environmental and social sustainability as well as business innovative practices, respectively. As such, this research has private and public implications. On one hand, this research may bridge the scarcity in studies regarding consumer preferences and WTP for BC in the pasta value chain, preventing agricultural frauds, ensuring the sustainability and quality of agri-food products like pasta, and protecting and educating consumers through clear and transparent information. On the other hand, this research may incentivise pasta businesses to meet social and environmental consumers’ demands while simultaneously enhancing their financial performance.
Blockchain technology is an emerging technology useful to provide innovative solutions in various sectors. The real world uses cases of blockchain technology such as faster cross-border payments, identity management, crypto currencies, smart contracts, and supply chain-blockchain technology are here to stay and have become the next innovation just like internet. There have been attempts to formulate and introduce digital money, but they have not been successful due to security and trust issues. Blockchain has moved past crypto currency and discovered implementations in other real-life applications; this is where we can expect blockchain technology to be simplified and not remain a complex concept. Blockchain technology's desirable characteristics are decentralization, integrity, immutability, verification, fault tolerance, anonymity, audibility, and transparency. The present chapter aims to investigate the applications, trends, and benefits in a real-world environment. This chapter presents a detailed review of blockchain technology, the benefits, and its applications in different fields.
The use of blockchain technology (BT) is transforming consumer behavior and enhancing business values, but its role in the context of mobile food delivery applications (MFDAs) is underexplored. Therefore, this study utilizes stimulus–organism–response theory to determine consumers' willingness to pay more (WPM) and behavioral intention to use BT-enabled MFDAs. The empirical analysis was conducted using the structural equation modeling approach. The findings establish that traceability, transparency, and privacy assurance positively influence consumers' perceived values. Furthermore, IT knowledge positively moderates the relationships between privacy assurance, traceability, and perceived value. Further, perceived value positively impacts WPM and behavioral intention. Finally, consumers' trust in BT moderates the relationships between perceived value, WPM, and behavioral intention to use BT-enabled MFDAs. MFDA platforms should ensure the applicability of BT on a priority basis and operationalize it to meet consumers’ needs and demands.
Purpose The purpose of this study synthesises the body of research revolving around blockchain technology (BCT) whilst drawing on the technology-organization-environment framework, resource-based theory and theory of constraints, to conceptualize capabilities (enablers) and constraints (barriers) of BCT in the hospitality and tourism (H&T) industry. Design/methodology/approach A systematic literature review of BCT in the hotel and tourism industry has been achieved through two databases, i.e. Scopus and Web of Science. From 544 articles selected between the years 2008 and 2023 (first quarter), a sample of 49 articles was used to structure existing research on this subject. Findings The findings of this systematic literature review of BCT in the H&T literature establish a solid groundwork for assessing the evolution of this research area over time. Findings are classified into two groups: capabilities (enablers) and constraints (barriers) of BCT based on publication year, different research methods, theoretical underpinnings and applicable contexts. Originality/value To the best of the authors’ knowledge, this is one of the first attempts to synthesize studies related to BCT in H&T research by combining three theoretical approaches. It serves as a foundation to evaluate the development of BCT studies in this field.
This chapter examines the dynamic fusion of the Metaverse and the retail industry, highlighting the fundamental shift toward digital goods and immersive purchasing experiences. It investigates the Metaverse's fundamental concepts, historical development, and current impact on retail. Digital products, such as non-fungible tokens (NFTs), virtual goods, and augmented reality products, assume centre stage and potentially transform shopping experiences. However, it also faces obstacles during this metaverse transition, including technological hurdles, security concerns, and challenges related to customer adoption. Future trends and practical strategies for seamless integration, customer engagement, and marketing are discussed—the metaverse ushers in a revolutionary era for retail, presenting boundless opportunities for those who embrace it. Retailers are urged to embark on this journey to satisfy evolving customer expectations and remain competitive in the future retail landscape.
Duc Tran, Hans De Steur, Xavier Gellynck, Andreas Papadakis · 5 authors
Purpose This study aims to investigate the impact of consumer ethnocentrism on consumers' evaluation of blockchain-based traceability information. It also examined how the use of quick response (QR) codes for traceability affects consumers' evaluation of traceable food products. Design/methodology/approach An online choice experiment was conducted to determine consumers' evaluation of the blockchain-based traceability of Feta cheese with a quota sample of 715 Greek consumers. Pearson bivariate correlation and mean comparison were used to examine the relationship between consumer ethnocentrism and QR use behaviour. Random parameter logit models were employed to examine consumers’ valuation of the examined attributes and interaction terms. Findings The results show that ethnocentric consumers are willing to pay more for blockchain-based traceability information. Ethnocentric consumers tend to scan QR codes with traceability information. Spending more time reading traceability information embedded in QR codes does not lead to a higher willingness-to-pay (WTP) for traceable food products. Practical implications The findings suggest that patriotic marketing messages can draw consumers' attention to blockchain-based traceability information. The modest WTP for and low familiarity with blockchain-based traceability systems raise the need for educating consumers regarding the benefits of blockchain in traceability systems. Originality/value This is the first study to provide timely empirical evidence of a positive WTP for blockchain-based traceability information for a processed dairy product. This study is the first to attempt to distinguish the effects of the intention to scan QR codes and reading information embedded in QR codes on consumers’ valuation of food attributes.
Open access
Consumer Behavior in Brand Consumption and Identification
Purpose This study aims to investigate the integration of blockchain technology into the food supply chain within the restaurant industry. It focuses on how blockchain can be applied to enhance transparency and trust in tracking food sources, ultimately impacting customer satisfaction. Design/methodology/approach A service design workshop (Study 1) and three between-subjects experiments (Studies 2–4) were conducted. Findings Results indicate that blockchain adoption significantly improves traceability and trust in the food supply chain. This improvement in turn enhances customer satisfaction through perceived improvements in food safety, quality and naturalness. This study also notes that the effects of blockchain technology vary depending on the type of restaurant (casual or fine dining) and its location (tourist destinations or residential areas). Practical implications The findings offer practical insights for restaurant owners, technology developers and policymakers. Emphasizing the benefits of blockchain adoption, this study guides decision-making regarding technology investments for enhancing customer service and satisfaction in the hospitality sector. Originality/value This research contributes novel insights to the field of technology innovation in the hospitality industry. It extends the understanding of signaling theory by exploring how blockchain technology can serve as a tool for signal transmission in restaurant food supply chains.
Open access
Consumer Retail Behavior Studies
Customer Service Quality and Loyalty
Consumer Behavior in Brand Consumption and Identification
Christopher Großmann, Katrin Merfeld, Jan F. Klein, Franziska Föller · 5 authors
While the sharing economy has promised to solve a range of problems associated with traditional consumption, the reality is more akin to its inability or even exacerbation of economic and societal issues. We propose that blockchain technology could address these issues. To this end, we explain its potential by elaborating on how blockchain-based sharing services can help solve exploitation, data abuse, financial and legal risks, and the limited accessibility of current sharing practices. Moreover, we conduct a means–end chain analysis to provide a customer’s perspective on the motivations and fears related to blockchain-based sharing solutions. We find four motives (trust, self-determination, quality of life, and security) and two fears (mistrust and economic interest) related to blockchain-based sharing. By juxtaposing the potential benefits of blockchain-based shared services with customer insights, we provide an outline of research avenues for promoting blockchain-based sharing to overcome the current dark side of sharing practices.
This research conducted two studies on blockchain technology (BCT) in the restaurant supply chain. The first study explored how BCT influences customer dining experiences using a service design workshop. The second study validated the findings using PLS-SEM. Results indicate that customer innovativeness and cryptocurrency ownership positively impact transparency perceptions. Increased transparency improves food safety, quality, and naturalness perceptions, enhancing customer satisfaction and eWOM behavior. Food safety concerns and health consciousness strengthen the relationship between transparency and perceived food safety and quality. This research expands information processing theory and offers insights for restaurant owners, policymakers, and technology developers regarding BCT adoption.
Mohammad Badruddoza Talukder, Sanjeev Kumar, Iva Rani Das
In various industries, blockchain technology and cryptocurrencies have gained significant importance. This study delves into the crucial role played by blockchain-based cryptocurrencies within the hospitality sector. The significance of this research lies in its aim to address inefficiencies, boost security, and adapt to the evolving landscape within the hospitality industry. The industry's heavy reliance on centralization poses challenges, including steep transaction costs, vulnerabilities in data security, and a lack of transparency. Blockchain technology and cryptocurrencies offer solutions to simplify processes, safeguard data, and enable secure, cost-efficient transactions. This paper highlights the increasing importance of blockchain-based solutions in hospitality, underscoring industry stakeholders' need to embrace these innovations. Through an analysis of implications, advantages, and obstacles, this study adds depth to our comprehension of how blockchain-based cryptocurrencies can enhance the hospitality sector's efficiency, security, and competitiveness.
Abstract Internet of Things (IoT)–based financial systems leverage the capabilities of blockchain and artificial intelligence (AI) to enable seamless transactions and data exchange between devices. IoT‐based financial systems involve interconnected devices and services, such as payment terminals, wearables, and smart appliances, which collect, transmit, and process sensitive financial information. The study explores security methods incorporated in the financial systems designed using IoT and blockchain technologies to improve the background features. The study data were gathered from Complaint Data from the Consumer Financial Protection Bureau 2018–2022, and data‐based analysis is used in this study for detecting illegitimate interrupted transactions. Propensity Score Matching (PSM) is used for the robustness and endogeneity test; descriptive statistics is utilized in this study. Financial security systems are introduced to reduce the forging and breaching of intruders amid transactions. This study offers a novel contribution to the field of blockchain technology by furnishing a comprehensive analysis of the features of IoT‐based financial security systems from the perspective of the transaction, broadening the understanding of the feature focusing on financial security, and providing practical recommendations to address the features of IoT‐based financial security systems in blockchain technology. The study highlights how IoT devices can securely record and verify financial transactions by leveraging the blockchain's distributed ledger, preventing tampering or unauthorized access. The results of the study identify that the TS3 program relies on the transaction gaps between financial sessions, security requests between successive transactions, and sessions saved depending on the time delay. The study finds that sessions were analyzed for violations and fraud using information stored on the blockchain. The study suggests the design and building of devices and sensors in an IoT in financial security systems. Transparency should contribute to setting data privacy and safety problems in financial security systems.
The use of IoT and artificial intelligence (AI) technologies and blockchain technology in the marketing field is an emerging topic in the new digitization era. The chapter aims to create a conceptual framework that describes a marketing system's main stages and dimensions based on the artificial intelligence of things (AIoT) and blockchain and evaluates the critical success factors of implementing this marketing system. This research, at first, tried to identify the most important critical success factors in these smart systems by reviewing the literature and opinions of active experts, and in the next step, these indicators were evaluated using decision-making methodology. For this purpose, a fuzzy nonlinear evaluation method has been used to examine the priorities and relationships of success factors. The results show that technology-related success factors, such as the presence of technical infrastructure and technological maturity, play the most important roles in the proper functioning of marketing based on transformational technologies.