Factors influencing consumer perceptions of food tracked with blockchain technology. A systematic literature review

Abstract

The agri-food system plays a critical role in meeting global food demand, with traceability and food safety becoming key priorities for producers and consumers. Consumer trust, influenced by perceptions of food safety, quality and origin, has been declining due to the complexity of the food supply chain. Blockchain technology (BCT) has emerged as a promising solution to increase transparency, ensure data immutability, and improve food safety and quality. This study employs a systematic literature review methodology to analyze consumer perceptions of BCT in the agri-food sector. Using the PRISMA method, articles from Scopus®, Web of Science®, and PubMed® were reviewed, focusing on publications from 2019 to 2023. A total of 34 relevant studies were identified and examined to determine the key factors influencing consumer acceptance of BCT-tracked foods. Results indicate that trust, ngness to pay, perception of traceability, perceived risk and perceived safety are critical variables influencing consumer perceptions of BCT. Trust in BCT is supported by its ability to ensure data integrity and transparency, which significantly influences consumer behavior and adoption intentions. Consumers' willingness to pay for BCT-tracked products is influenced by their awareness and understanding of the benefits of BCT in improving food safety. In addition, BCT's potential to reduce perceived risk and improve supply chain transparency further enhances consumer trust. In conclusion, promoting consumer confidence through transparent information provided by BCT is essential for its widespread adoption in the agri-food sector. In order to educate consumers about the benefits of BCT and promote greater acceptance, the study recommends targeted communication strategies. Future research should focus on real-world applications and consumer education to further validate the impact of BCT on improving food safety and trust.