Consumer adoption of blockchain food traceability: effects of innovation-adoption characteristics, expertise in food traceability and blockchain technology, and segmentation

Purpose This study explores the influence of following factors on consumer adoption blockchain food traceability (BFT): innovation-adoption characteristics, segmentation, expertise in traceability, technology, categorical preferences and perceived important features BFT. Design/methodology/approach The data was collected via an online questionnaire with 1,401 participants New Zealand. Exploratory factor analysis, structural equation modelling segmentation analysis were undertaken. Findings Consumer significantly influenced by two characteristics – incentives complexity, as well their traceability. Two segments identified: Conservatives (48%) Pioneers (52%). Significant differences found between these terms gender, age, education, occupation, residential area ethnicity. Consumers are more willing to use BFT for purchasing fresh, imported, staple normal foods than processed, domestic upscale foods. Their specific product origin, safety information, quality control, hygienic condition scarcity management. Originality/value contributes knowledge address current gap regarding using a large sample set. It is also first recognise BFT; provide information about consumers' socio-demographic towards explore influences technology