Influencing Consumer Purchase Intention: Blockchain Traceability in the Organic Food Industry Amidst Multi-Brand Crises

초록

This study explores the impact of blockchain traceability label on consumer purchase intentions in the organic food industry. a total of 975 valid questionnaires were collected online via the paid survey platform. One-way ANOVA was used to test a significant difference in the impact on purchase intention according to labels. Two-way ANOVA was employed to reveal the moderating effect of brand maturity and income level between labels and purchase intention. The analysis results of this study show that customers exposed to blockchain traceability label demonstrate a stronger inclination to purchase compared to those encountering standard label or no label. Moreover, the presence of blockchain traceability label on product packaging increases purchase intentions for new brand over mature brand, challenging conventional brand preference theories. Additionally, the study finds that high-income consumers exhibit heightened purchase intentions when presented with products featuring blockchain traceability label. These findings present offer valuable insights for enterprises as they develop impactful marketing strategies and packaging concepts.

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