Applying the Theory of Planned Behavior to Explore the Role of Blockchain Technology in Consumers’ Sustainable Consumption: A Multigroup Analysis of Gender

Abstract

Although blockchain technology has been extensively studied in supply chain research, relatively little is known about the consumer-level processes that translate blockchain-enabled traceability into purchase behavior in the organic food sector. Drawing on the theory of planned behavior, this study examined how blockchain-enabled traceability and perceived blockchain-related information transparency shape consumers’ organic food purchase intentions, with attention to gender differences. Utilizing structural equation modeling on data from 5,326 Vietnamese consumers, the findings revealed that both blockchain-enabled traceability and perceived blockchain-related information transparency directly and positively impacted attitudes and perceived behavioral control. While perceived blockchain-related information transparency directly affected purchase intentions, blockchain-enabled traceability did not; rather, it had an indirect effect through attitudes and perceived behavioral control. Subjective norms related to perceived behavioral controldid not significantly affect attitudes or purchase intentions. Furthermore, several of these relationships varied by gender. These findings underscored the importance of transparency and traceability in shaping favorable consumer perceptions and intentions to purchase organic foods. They also provided practical insights for leveraging blockchain technology and tailoring communication strategies to gender-specific preferences to foster consumer trust and promote sustainable purchasing behaviors.