How does blockchain-based food traceability system drive consumers' repurchase and word-of-mouth intentions toward organic food: a curvilinear role of producer-retailer (in)congruence

【Author】 Duong, Cong Doanh; Nguyen, Thanh Hieu; Ngo, Thi Viet Nga; Tran, Quang Yen; Nguyen, Minh Hoa; Pham, Thi Thu Phuong

【Source】ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS

【影响因子】4.643

【Abstract】PurposeThis research applies the stimulus-organism-behavior-consequence framework to explore how blockchain-enabled traceability influences trust in organic food producers and retailers, which impacts consumers' purchase behaviors and subsequent outcomes.Design/methodology/approachUsing a purposive sample of 5,326 Vietnamese consumers, multiple linear and polynomial regression with response surface analysis were employed to examine the hypotheses.FindingsBlockchain-enabled traceability significantly enhances trust in both producers and retailers, which congruently and incongruently influences organic food purchase behaviors. This behavior also drives consumers' word-of-mouth and repurchase intentions. Serial mediation analysis confirms blockchain's impact through trust and purchase behaviors.Research limitations/implicationsStakeholders should adopt blockchain to boost transparency and trust, which increases consumer engagement. Policymakers can support this transition through regulations and incentives to enhance food security and sustainability.Originality/valueThis study expands on blockchain research by applying the stimulus-organism-behavior-consequence framework in the organic food supply chain, showing how blockchain-enhanced trust synergistically affects consumers' purchase behaviors, word-of-mouth and repurchase intentions.

【Keywords】Stimulus-organism-behavior-consequence model; Blockchain-enabled traceability; Organic food purchase behaviors; Trust in organic food producers; Trust in organic food retailers; Word-of-mouth intentions toward organic foods; Organic food repurchase intentions

【发表时间】2024 2024 OCT 23

【收录时间】2024-11-01

【文献类型】实证数据

【主题类别】

区块链应用-实体经济-食品领域