Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour

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Dionysis, S ORCID: https://orcid.org/0000-0002-5386-211X, Chesney, T and McAuley, D, 2022. Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour. British Food Journal, 124 (12), pp. 4304-4322. ISSN 0007-070X

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Official URL: https://doi.org/10.1108/bfj-05-2021-0541

Abstract

Purpose - Given the increasing industry interest in blockchain technologies for supply chain management and product traceability, this paper aims to investigate consumer purchasing intentions for blockchain traceable coffee and their psychosocial antecedents, utilising an extended model of the Theory of Planned Behaviour (TPB).

Design/methodology/approach - An online questionnaire study of 123 participants was deployed, using two traceability systems (one based on blockchain and one on a more established traceability certification) for organic coffee.

Findings - Adding variables such as environmental protections, trust and habits significantly increased the predictive power of TPB. The results suggest that attitude, perceived behavioural control, and environmental protections drive intentions to purchase blockchain traceable coffee.

Originality - This study is the first to explore consumer purchasing intentions for blockchain traceable coffee and establish the psychosocial variables behind them contributing, in that way, to an understudied area in academic literature as well as providing insights for a more consumer-centric design of such products.

Research Implications - Apart from establishing the factors affecting consumer intentions for blockchain traceable coffee, our study validates the TPB as a model of explaining coffee purchasing intentions and provides evidence of new variables that can significantly increase the model’s predictive power.

Practical Implications - The proposed format of presenting traceability information along with the significant variables revealed in our study, can function as a guide for designing product features and marketing strategies for blockchain traceable organic coffee. Increasing consumer awareness on product traceability will also play a crucial role in the success of these products.

Item Type:	Journal article
Publication Title:	British Food Journal
Creators:	Dionysis, S., Chesney, T. and McAuley, D.
Publisher:	Emerald
Date:	3 November 2022
Volume:	124
Number:	12
ISSN:	0007-070X
Identifiers:	Number Type 10.1108/bfj-05-2021-0541 DOI 2251746 Other
Rights:	© 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	15 Oct 2024 14:18
Last Modified:	15 Oct 2024 14:18
URI:	https://irep.ntu.ac.uk/id/eprint/52416