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Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective

Nishant Kumar, Kamal Upreti, Divya Mohan

Source Title: International Journal of E-Business Research (IJEBR)18(2)

ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781799893790|DOI: 10.4018/IJEBR.294110

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MLA

Kumar, Nishant, et al. "Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective." IJEBR vol.18, no.2 2022: pp.1-17. http://doi.org/10.4018/IJEBR.294110

APA

Kumar, N., Upreti, K., & Mohan, D. (2022). Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective. International Journal of E-Business Research (IJEBR), 18(2), 1-17. http://doi.org/10.4018/IJEBR.294110

Chicago

Kumar, Nishant, Kamal Upreti, and Divya Mohan. "Blockchain Adoption for Provenance and Traceability in the Retail Food Supply Chain: A Consumer Perspective," International Journal of E-Business Research (IJEBR) 18, no.2: 1-17. http://doi.org/10.4018/IJEBR.294110

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Abstract

Blockchain has evolved as one of the disruptive technologies in the landscape of business. The study aims to investigate drivers of consumer adoption of blockchain for product origin and track to trace history before making a purchase. An extended technology adoption model (TAM) has been proposed to examine the consumer perspective for blockchain adoption in the food supply chain. Based on the survey of 208 retail consumers the proposed model was validated using variance-based structure equation modeling. Findings of the study emphasize the significant role of perceived security and privacy in developing trust, ease of use, and usefulness of blockchain-enabled systems. The relationship between perceived ease of use and attitude is mediated through perceived usefulness. The strong influence of attitude on adoption intention represents the consumer interest for blockchain to understand the product provenance. Study provides vital insights for successful blockchain implementation to enhance supply chain effectiveness.