The impact of blockchain technology on the online purchase behavior of green agricultural products

Abstract

The purpose of this study is to identify and investigate the types of trust and their impact mechanisms in the application of blockchain technology for green agricultural products. A mixed research approach was used in this study. First, qualitative in-depth interviews with consumers were conducted to identify the technological path (blockchain technology), and the information disclosure path (environmental information of green agricultural products) that affect consumer trust. Two types of consumer trust were also identified, namely, cognitive trust in blockchain technology (digital trust), and instantaneous trust in blockchain technology disclosure information (swift trust), both of which play a role in influencing consumers’ immediate purchase. Then, based on the interview results, a theoretical model for this study was developed by combining signal theory and trust transfer theory. Through a quantitative survey, 474 valid data were collected to empirically examine the role of consumer blockchain technology experience and environmental information transparency perceived on digital trust and swift trust, and the role of both types of trust on impulse buying. The results show that consumer blockchain technology experience can significantly and positively affect the environmental information transparency perceived. And both have a positive effect on digital trust and swift trust. Also both trusts have a significant effect on impulse buying. Further mediating effects confirm the environmental information transparency perceived as an important intrinsic mechanism by which the blockchain technology experience influences consumer trust. The results of this study add an empirical basis for the role of blockchain technology. It also provides a reference for technology adoption by related companies.