Exploring the Relative Impact of Blockchain-enabled Information on Consumers’ Trust, Purchase Intention, and Repeat Purchase Intentions

This study examines the relative impact of blockchain-enabled information of fish origin data, tracking, and sustainability on consumer trust, purchase intention, and repeat purchase intentions. In addition, the price was added to strengthen ecological validity. The study used conjoint analysis with 116 participants from Japan, China, and South Korea. The findings revealed that blockchain-enabled information concerning fish origin and tracking exerted the strongest impact on consumer trust, purchase intention, and repeat purchases. However, for the sustainability attribute, MSC-certified seafood products, had the greatest impact on these consumer behaviors. These results highlight the importance of combining blockchain-enabled information with established sustainability certifications to understand their effects on consumer behavior fully.