Consumers’ valuation of blockchain-based food traceability: role of consumer ethnocentrism and communication via QR codes
Duc Tran,
Hans De Steur,
Xavier Gellynck
et al.
Abstract:PurposeThis study aims to investigate the impact of consumer ethnocentrism on consumers' evaluation of blockchain-based traceability information. It also examined how the use of quick response (QR) codes for traceability affects consumers' evaluation of traceable food products.Design/methodology/approachAn online choice experiment was conducted to determine consumers' evaluation of the blockchain-based traceability of Feta cheese with a quota sample of 715 Greek consumers. Pearson bivariate correlation and mea… Show more
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