The heterogeneity of consumer preference for blockchain-based food traceability: The role of governmental trust and information-seeking behaviour

Abstract

Recent incidents of food fraud and growing concerns about sustainability in food production have led to increased consumer preference for food traceability. Governments, responsible for enforcing food traceability regulations and overseeing food systems, play a crucial role in this context. Consequently, trust in government could significantly influence consumer behaviour and their valuation of food traceability systems. Blockchain (BC) technology, recently implemented in food traceability, has gained popularity due to its potential to create a “trustless” trust environment. This study aims to understand how consumers with varying levels of trust in the government value BC-based traceability systems. An online choice experiment (n = 707) focused on Greek feta cheese was conducted to explore this relationship. Four consumer segments were identified, profiled, and labelled as Engaged, Sceptic, Vigilant, and Reliant. The findings reveal that consumers with low trust in government and a high tendency to seek product information place a high value on BC-based food traceability compared to other labelling schemes. Conversely, consumers who trust the government and do not actively seek product information show a preference for the well-known PDO certification over food traceability labels. These results highlight the potential for promoting BC-based traceability among consumers, as a sizeable segment demonstrates interest in such traceable products.