Effect of Block-chain Technology on Purchase Decision of Organic Food: Insights from extended Technology Adoption Model

Abstract

This article examines the advantages of using blockchain technology as a technologically secure means of accessing information on organic food goods when shopping. Specifically, the goal is to evaluate the consumer's response upon encountering a package of organic food goods that has all the details on their origin and authenticity on hand. A study based on the Technology Acceptance Model (TAM) was carried out to achieve these results. The survey questionnaire was developed using the most often reported aspects of consumer behavior, as well as the results of a literature review and in-person interviews. Five essential variables were identified via a confirmatory factor analysis (CFA): perceived usefulness, ease of use (EOU), perceived trust, attitude towards using, and behavioral intention. Structural Equation Modeling (SEM) using R-studio was employed to test the hypothesized relationships between these variables. The findings highlight how crucial it is to identify a variable that captures the level of security in the face of fraud, disclosure, and modification threats. In this study, the theoretical and managerial implications are discussed.