The paper poses to determine whether associating the technology with a food product can affect consumer perception towards it. A structural model has thus been developed to analyse the impact of information provided by blockchain on consumers in terms of the perception of Transparency and Social Responsibility of the firm, Trust toward the Info provided, Attitude, Word-of-Mouth Intention, Purchase Intention and Willingness-to-Pay. Findings show that (1) trust and transparency are prominent in the development of the intentions of individuals, and (2) the presence of blockchain-backed information in terms of quality of the product increases Purchase and WOM Intention, while leaving Willingness-to-Pay unchanged.
Blockchain Adoption in The Dairy Sector: Enabling Trust Formation Toward Purchase Intention / Francesco Mazzù, Marco; Baccelloni, Angelo; Lavini, Ludovico; Giambarresi, Andrea. - (2021). (Intervento presentato al convegno Trasformazione Digitale dei mercati: il marketing nella creazione di valore per le imprese e la società tenutosi a Ancona).
Blockchain Adoption in The Dairy Sector: Enabling Trust Formation Toward Purchase Intention
Angelo Baccelloni;Andrea Giambarresi
2021
Abstract
The paper poses to determine whether associating the technology with a food product can affect consumer perception towards it. A structural model has thus been developed to analyse the impact of information provided by blockchain on consumers in terms of the perception of Transparency and Social Responsibility of the firm, Trust toward the Info provided, Attitude, Word-of-Mouth Intention, Purchase Intention and Willingness-to-Pay. Findings show that (1) trust and transparency are prominent in the development of the intentions of individuals, and (2) the presence of blockchain-backed information in terms of quality of the product increases Purchase and WOM Intention, while leaving Willingness-to-Pay unchanged.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
