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Does transparency look at consumers? A longitudinal and cross-cultural study of reactions to the handling of blockchain-augmented food products
[La transparence regarde-t-elle les consommateurs ? Une étude longitudinale et multiculturelle des réactions face à des produits alimentaires augmentés par la blockchain]

Author

Listed:
  • Florent Saucède

    (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Lucie Sirieix

    (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement)

  • Archana Kumar

    (MSU - Montclair State University [USA])

Abstract

Supply chain actors are exploring the potential of blockchain to enhance the sustainability of food systems and mitigate public health risks through end-to-end traceability. To promote these systems, product information is extracted and communicated to consumers via a QR code af- fixed to packaging. Our longitudinal and cross-cultural study provides an in-depth examination of consumer perceptions of these systems. The findings highlight both the benefits and barriers to consumer adoption of blockchain, discussing the technology's potential contribution to im- proving consumer food literacy.

Suggested Citation

  • Florent Saucède & Lucie Sirieix & Archana Kumar, 2025. "Does transparency look at consumers? A longitudinal and cross-cultural study of reactions to the handling of blockchain-augmented food products [La transparence regarde-t-elle les consommateurs ? Une étude longitudinale et multiculturelle des réac," Post-Print hal-05443261, HAL.
    • Handle: RePEc:hal:journl:hal-05443261
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-05443261v1
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    File URL: https://hal.inrae.fr/hal-05443261v1/document
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    References listed on IDEAS

    as
    1. Lucie L. Sirieix & Marion M. Delanchy & Hervé H. Remaud & Lydia L. Zepeda & Patricia P. Gurviez, 2013. "Consumers' perceptions of individual and combined sustainable food labels: a UK pilot investigation," Post-Print hal-01000413, HAL.
    2. Li, Yina & Liao, Anni & Li, Lixu & Zhang, Min & Zhao, Xiande & Ye, Fei, 2023. "Reinforcing or weakening? The role of blockchain technology in the link between consumer trust and organic food adoption," Journal of Business Research, Elsevier, vol. 164(C).
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    5. Nishant Kumar & Kamal Upreti & Divya Mohan, 2022. "Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective," International Journal of E-Business Research (IJEBR), IGI Global Scientific Publishing, vol. 18(2), pages 1-17, April.
    6. Sibylle Bui & Ionara Costa & Olivier De Schutter & Tom Dedeurwaerdere & Marek Hudon & Marlene Feyereisen, 2019. "Systemic ethics and inclusive governance: two key prerequisites for sustainability transitions of agri-food systems," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(2), pages 277-288, June.
    7. Xin Lin & Shu-Chen Chang & Tung-Hsiang Chou & Shih-Chih Chen & Athapol Ruangkanjanases, 2021. "Consumers’ Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products," IJERPH, MDPI, vol. 18(3), pages 1-19, January.
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