Blockchain and consumer behaviour: Results of a Technology Acceptance Model in the ancient wheat sector

Abstract

The importance of traceability in food products in regard to consumer preferences, the difficulty of certifications in communicating credence attributes, and concerns about food safety, have led consumers to ask for more information about the credibility of information reported on the label with the product itself, due to the importance of traceability in food products. An objective of this study is to analyze the benefits of implementing blockchain technology in the supply chain for ancient wheat, as a technology capable of sharing reliable information about the products easily along the entire value chain. In particular, the aim is to evaluate how the consumer reacts when confronted with a package of ancient wheat pasta for which all the information on its origin and processing methods is available. In order to achieve these results, a survey based on the Technology Acceptance Model has been developed and conducted in the Italian country. Result indicates the importance of identifying an independent variable that represents the degree of security when faced with a threat that creates a circumstance, condition or event that can lead to economic hardship, for example, data destruction, disclosure, modification, fraud, waste, and abuse. The strength of blockchain lies precisely in its ability to guarantee the immutability of data throughout the supply chain, providing the end consumer with a high-quality product.