Enhancing Consumer Trust and Preference in Online Grocery Shopping Through Blockchain-enabled Information

In recent years, the global food industry has undergone a transformative shift driven by heightened consumer demands for transparency. Through a conjoint experiment (n=246), this study investigates the influence of blockchain-enabled information on consumer trust and preferences in online grocery shopping. Our findings demonstrate that blockchain technology enhances transparency and authenticity, empowering consumers with real-time, verifiable insights into food products’ provenance, processing, and quality assurance. By providing reliable data, blockchain-enabled information cultivates consumer trust and influences their preferences when buying groceries online. The integration of blockchain capabilities addresses the evolving needs of consumers, offering a technological solution to facilitate informed decision-making and foster confidence in the integrity of food supply chains.