The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China

【Author】 Zhai, Qianqian; Sher, Ali; Li, Qian

【Source】INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH

【影响因子】4.614

【Abstract】This paper systematically investigates the impact of consumers' health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers' health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers' health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers' health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers' traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice.

【Keywords】health risk perception; blockchain; traceable; fresh fruit; income

【发表时间】2022 JUL

【收录时间】2022-07-17

【文献类型】实证性文章

【主题类别】

区块链应用-实体经济-农牧领域