Can blockchain technology strengthen consumer preferences for credence attributes?

Abstract

Consumers’ interest in product information, such as nutrition, environment, and social aspects, is increasing in the food market. Blockchain technology can enhance credibility of quality signals on labels through transparency and accountability in the supply chain. This study examines the impact of blockchain technology on reducing consumer uncertainty about credence attributes and facilitating informed choices. It is particularly relevant for food policies, as greater consumer awareness promotes proactive involvement in sustainability and public health. We conducted a choice experiment with 300 Italian consumers, focusing on craft beer and analysing how blockchain technology in strengthens organic and DOP certification. The results provide valuable insights for producers and policymakers to develop voluntary approaches that engage society in objectives that concern the collective well-being. They highlight the potential of blockchain technology in communicating credence attributes and empowering consumers. However, our study reveals that the impact of blockchain technology on choices is influenced by a different level of trust, likely due to the complexity of understanding its functioning.