Consumers’ demand for transparency, authenticity and safety in food and beverage products continues to rise. Blockchain technology (BCT) and quick-response (QR) codes have emerged as powerful tools for enhancing product traceability. Understanding the psychological and behavioural mechanisms underlying consumers’ acceptance of such technologies is crucial for producers and policymakers alike. Therefore, this study explores the factors influencing consumers’ intention to purchase wines traceable through BCT and QR codes through an extended stimulus–organism–response model enriched with constructs from the theory of perceived risk. A survey was conducted in February 2025 with a sample representative of the Italian population (N = 1001). The collected data were analysed using a validated partial least squares structural equation modelling approach to examine how external stimuli (transparency and traceability, diagnosticity, subjective norms and facilitating conditions), individual perceptions (perceived value, trust and usefulness), emotional responses (hedonic perception), risk perception, and BCT knowledge shape consumers’ purchase intention. The results show that diagnosticity and transparency significantly enhance perceived value, which in turn strongly influences purchase intention. While knowledge of BCT positively affects hedonic perception, it has a limited effect on perceived usefulness or trust, highlighting that technological familiarity is not a dominant driver of technology adoption. However, hedonic perception emerges as the strongest predictor of purchase intention, highlighting the importance of designing engaging and enjoyable traceability experiences. Social and contextual factors, particularly subjective norms and facilitating conditions, significantly affect perceived usefulness, which in turn contributes to purchase intention. Perceived risk has a significant but relatively small effect on purchase intention. The model explains 68.1% of the variance in purchase intention, offering novel insights for technology developers, marketers and policymakers seeking to foster consumers’ acceptance of digital traceability in the wine sector.
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