Abstract
There is limited empirical support for understanding how blockchain transparency shapes consumers’ sustainable consumption. Therefore, this study investigates the impact of blockchain transparency on consumers’ sustainable consumption choices. This study delves into the impact of blockchain transparency on consumers’ intentions to purchase sustainable products, a topic of increasing relevance in contemporary markets. Employing a novel blockchain-based app scenario in the fashion apparel industry, we surveyed 282 European consumers. Robust data analysis using the partial least squares method reveals that blockchain transparency signals product sustainability trustworthiness and effectively satisfies consumer concerns, resulting in increased purchase intent and positive word of mouth. Notably, we uncover a moderating effect of information seeking on the trust-consumer satisfaction relationship. Our study contributes pivotal insights to the evolving discourse on blockchain and sustainable consumption, offering valuable implications for both academia and industry.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
White, K., Habib, R., Hardisty, D.J.: How to SHIFT consumer behaviors to be more sustainable: a literature review and guiding framework. J. Mark. 83(3), 22–49 (2019)
Chen, Y.-S., Chang, C.-H.: Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. J. Bus. Ethics 114, 489–500 (2013)
Sodhi, M.S., Tang, C.S.: Research opportunities in supply chain transparency. Prod. Oper. Manag. 28(12), 2946–2959 (2019)
Khan, S.A., Mubarik, M.S., Kusi-Sarpong, S., Gupta, H., Zaman, S.I., Mubarik, M.: Blockchain technologies as enablers of supply chain mapping for sustainable supply chains. Bus. Strateg. Environ. 31(8), 3742–3756 (2022)
Hastig, G.M., Sodhi, M.S.: Blockchain for supply chain traceability: business requirements and critical success factors. Prod. Oper. Manag. 29(4), 935–954 (2020)
Shen, B., Dong, C., Minner, S.: Combating copycats in the supply chain with permissioned blockchain technology. Prod. Oper. Manag. 31(1), 138–154 (2022)
Liu, H., Ma, R., He, G., Lamrabet, A., Fu, S.: The impact of blockchain technology on the online purchase behavior of green agricultural products. J. Retail. Consum. Serv. 74, 103387 (2023)
Spence, M.: Job market signaling: uncertainty in economics, pp. 281–306. Elsevier (1978)
Zhu, S., Song, M., Lim, M.K., Wang, J., Zhao, J.: The development of energy blockchain and its implications for China’s energy sector. Resour. Policy 66, 101595 (2020)
Herlihy, M., Moir, M.: Enhancing accountability and trust in distributed ledgers (2016). arXiv preprint arXiv:1606.07490
Yang, W., Aghasian, E., Garg, S., Herbert, D., Disiuta, L., Kang, B.: A survey on blockchain-based internet service architecture: requirements, challenges, trends, and future. IEEE Access 7, 75845–75872 (2019)
Dal Mas, F., Massaro, M., Ndou, V., Raguseo, E.: Blockchain technologies for sustainability in the agrifood sector: a literature review of academic research and business perspectives. Technol. Forecast. Soc. Chang. 187, 122155 (2023)
Guo, S., Sun, X., Lam, H.K.: Applications of blockchain technology in sustainable fashion supply chains: Operational transparency and environmental efforts. IEEE Trans. Eng. Manag. 70(4), 1312–1328 (2020)
Sun, M., Tyagi, R.K.: Product fit uncertainty and information provision in a distribution channel. Prod. Oper. Manag. 29(10), 2381–2402 (2020)
Michael, S.: Job market signaling. Q. J. Econ. 87, 354–374 (1973)
Connelly, B.L., Certo, S.T., Ireland, R.D., Reutzel, C.R.: Signaling theory: a review and assessment. J. Manag. 37(1), 39–67 (2011)
Ahmed, W.A., MacCarthy, B.L.: Blockchain-enabled supply chain traceability–How wide? How deep? Int. J. Prod. Econ. 263, 108963 (2023)
Brach, S., Walsh, G., Shaw, D.: Sustainable consumption and third-party certification labels: consumers’ perceptions and reactions. Eur. Manag. J. 36(2), 254–265 (2018)
Xu, D., Dai, J., Paulraj, A., Chong, A.Y.-L.: Leveraging digital and relational governance mechanisms in developing trusting supply chain relationships: the interplay between blockchain and norm of solidarity. Int. J. Oper. Prod. Manag. 42(12), 1878–1904 (2022)
Babich, V., Hilary, G.: OM Forum—Distributed ledgers and operations: what operations management researchers should know about blockchain technology. Manuf. Serv. Oper. Manag. 22(2), 223–240 (2020)
Bai, C., Sarkis, J.: A supply chain transparency and sustainability technology appraisal model for blockchain technology. Int. J. Prod. Res. 58(7), 2142–2162 (2020)
Kshetri, N.: 1 Blockchain’s roles in meeting key supply chain management objectives. Int. J. Inf. Manag. 39, 80–89 (2018)
Francisco, K., Swanson, D.: The supply chain has no clothes: technology adoption of blockchain for supply chain transparency. Logistics, 2(1), 2 (2018)
Shin, D., Hwang, Y.: The effects of security and traceability of blockchain on digital affordance. Online Inf. Rev. 44(4), 913–932 (2020)
Kim, D.J., Ferrin, D.L., Rao, H.R.: A study of the effect of consumer trust on consumer expectations and satisfaction: the Korean experience. In: Book A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: The Korean Experience, pp. 310–315 (2003). (2003, edn.)
Shin, D., Bianco, W.T.: In blockchain we trust: does blockchain itself generate trust? Soc. Sci. Q. 101(7), 2522–2538 (2020)
Wu, H.-C., Wei, C.-F., Tseng, L.-Y., Cheng, C.-C.: What drives green brand switching behavior? Mark. Intell. Plan. 36(6), 694–708 (2018)
Dhir, A., Talwar, S., Sadiq, M., Sakashita, M., Kaur, P.: Green apparel buying behaviour: a stimulus–organism–behaviour–consequence (SOBC) perspective on sustainability-oriented consumption in Japan. Bus. Strateg. Environ. 30(8), 3589–3605 (2021)
Wang, J., Wang, S., Xue, H., Wang, Y., Li, J.: Green image and consumers’ word-of-mouth intention in the green hotel industry: the moderating effect of Millennials. J. Clean. Prod. 181, 426–436 (2018)
Karim, R.A., Rabiul, M.K.: The relationships of corporate sustainability, customer loyalty, and word of mouth: the mediating role of corporate image and customer satisfaction. J. Qual. Assurance Hosp. Tour. 1–21 (2022)
Chen, Y.-S., Lin, C.-L., Chang, C.-H.: The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction. Qual. Quant. 48, 2411–2425 (2014)
Oliver, J.D., Lee, S.H.: Hybrid car purchase intentions: a cross-cultural analysis. J. Consum. Mark. 27(2), 96–103 (2010)
Matthes, J., Wonneberger, A., Schmuck, D.: Consumers’ green involvement and the persuasive effects of emotional versus functional ads. J. Bus. Res. 67(9), 1885–1893 (2014)
Boesen, S., Bey, N., Niero, M.: Environmental sustainability of liquid food packaging: is there a gap between Danish consumers’ perception and learnings from life cycle assessment? J. Clean. Prod. 210, 1193–1206 (2019)
Lin, P.-C., Huang, Y.-H.: The influence factors on choice behavior regarding green products based on the theory of consumption values. J. Clean. Prod. 22(1), 11–18 (2012)
Zelbst, P.J., Green, K.W., Sower, V.E., Bond, P.L.: The impact of RFID, IIoT, and Blockchain technologies on supply chain transparency. J. Manuf. Technol. Manag. 31(3), 441–457 (2020)
Shin, D.-H.: The effects of trust, security and privacy in social networking: a security-based approach to understand the pattern of adoption. Interact. Comput. 22(5), 428–438 (2010)
Park, E., Kim, K.J.: An integrated adoption model of mobile cloud services: exploration of key determinants and extension of technology acceptance model. Telemat. Inform. 31(3), 376–385 (2014)
Michaelidou, N., Hassan, L.M.: The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. Int. J. Consum. Stud. 32(2), 163–170 (2008)
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Thiele, K.O.: Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. J. Acad. Mark. Sci. 45, 616–632 (2017)
Wang, Z., Li, M., Lu, J., Cheng, X.: Business Innovation based on artificial intelligence and Blockchain technology. Inf. Process. Manag. 59(1), 102759 (2022)
Roscoe, R.D., Grebitus, C., O’Brian, J., Johnson, A.C., Kula, I.: Online information search and decision making: effects of web search stance. Comput. Hum. Behav. 56, 103–118 (2016)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 IFIP International Federation for Information Processing
About this paper
Cite this paper
Hina, M., Islam, N., Dhir, A. (2023). Unveiling the Golden Thread: Unmasking the Power of Blockchain for Sustainable Consumption. In: Janssen, M., et al. New Sustainable Horizons in Artificial Intelligence and Digital Solutions. I3E 2023. Lecture Notes in Computer Science, vol 14316. Springer, Cham. https://doi.org/10.1007/978-3-031-50040-4_20
Download citation
DOI: https://doi.org/10.1007/978-3-031-50040-4_20
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-50039-8
Online ISBN: 978-3-031-50040-4
eBook Packages: Computer ScienceComputer Science (R0)
