The impact of a blockchain-based food traceability system on the online purchase intention of organic agricultural products

The issue of food safety has become a crucial public health issue worldwide. Blockchain technology allows consumers to track the flow of food and effectively record the sources and processes of their products, and reduces the elimination of associated food fraud phenomena, such as counterfeiting and dilution. Using signaling theory, structural equation model method and an online sample of 415 Chinese participants, this study investigates the impact of how blockchain-based food traceability system influences consumers' online purchase intentions of organic agricultural products. The results illustrate that: (1) blockchain-based food traceability system can increase consumers' willingness to buy organic agricultural products. (2) Blockchain-based food traceability system can increase consumers' product quality perceptions, product trust and environmental information transparency perceptions. (3) Product quality perceptions, product trust and environmental information transparency perceptions can also promote consumers' purchase intentions. (4) Product quality perceptions, product trust and environmental information transparency perceptions all have significant mediation effects in the in the relationship between blockchain-based food traceability system and consumer purchase intention. The findings of the research are valuable information for business managers and retailers who want to increase sales of their products, as well as helping relevant policy makers to achieve the ultimate goal of green and sustainable development in the food industry.