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Food provenance assurance and willingness to pay for blockchain data security: A case of Australian consumers

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  • Vázquez Meléndez, Elena I.
  • Smith, Brett
  • Bergey, Paul

Abstract

Blockchain technology has properties that improve supply chain transparency, traceability, and accountability, but how important are these security features to the consumer? This study investigates, consumers' willingness to choose and pay a premium for blockchain-certified food products. The major findings of this study are that consumers show positive receptiveness towards blockchain and disfavour unethical food production methods revealing sustainability consciousness guiding their consumption. We find that females place a greater value on food transparency and product labelling verification and are more willing to pay a premium. In addition, the results have important marketing implications according to our choice modeling findings.

Suggested Citation

  • Vázquez Meléndez, Elena I. & Smith, Brett & Bergey, Paul, 2025. "Food provenance assurance and willingness to pay for blockchain data security: A case of Australian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s096969892400376x
    DOI: 10.1016/j.jretconser.2024.104080
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