Credence in code: Consumer engagement and responses to blockchain-enabled sustainability in tomato Purée

Understanding how digital technologies can support more transparent food choices is essential for driving sustainability in agri-food systems. In this context, this study explores the role of blockchain technology (BCT) in shaping consumer preferences for tomato puree featuring credence attributes. An integrated approach that combines the Technology Acceptance Model (TAM) with a choice modelling framework has been used for this purpose. The originality of this research lies in extending the TAM framework by examining how consumer sensitivity to environmental, social, and economic sustainability attributes influences behavioral intention to adopt blockchain-traced food products. Based on a representative sample of 1549 Italian respondents collected through an online survey, a Discrete Choice Experiment (DCE) and a Latent Class Model (LCM) were additionally applied to identify three distinct consumer segments according to their attitudes toward blockchain and sensitivity to credence attributes. The results reveal that a small group of respondents (6.6 %) presents low interest in both aspects, while 32.7 % prioritize sustainability-related attributes. The largest segment (60.7 %) values blockchain for ensuring authenticity and transparency. With respect to a bottle of baseline tomato puree (700 mL), differences in willingness to pay among respondents reveal that sustainability-engaged consumers value information on water footprint reduction (+5.78 EUR) and product origin (+0.84 EUR) conveyed through BCT, while those more inclined toward technology prioritize information related to organic production methods (+3.40 EUR) and labor-related sustainability (+2.74 EUR). The results provide valuable insights for producers and policymakers aiming to promote more responsible consumption and enhance sustainability communication through technological innovation.