Impact of Blockchain Label on Brand Trust in the Organic Food Industry: Revealing the Role of Consumer Health Consciousness and Benefits Disclosure

This study explores the impact of blockchain traceability label on brand trust in the organic food industry. We collected 479 valid online questionnaires through a paid survey platform and employed one-way ANOVA to analyze brand trust across different label types. Two-way ANOVA was conducted to assess the moderating effects of consumer health consciousness and benefits disclosure. Our findings verify that customers exposed to blockchain traceability label demonstrate higher brand trust level compared with those encountering standard label or no label. Furthermore, consumers with high level of health consciousness consistently show a stronger preference for products featuring blockchain traceability label or standard traceability label. Moreover, altruistic disclosure in the presence of blockchain traceability label enhances brand trust to a greater extent, despite the minimal difference between egoistic and altruistic disclosure. These insights provide valuable implications for businesses aiming to enhance brand trust and consumer confidence in the organic food industry.