Article Sidebar
Date Published:
13/09/2025
Abstract Views: 136
Views PDF: 65
Views PDF: 65
Section
CONFERENCE
How to Cite
Ngô Thị Sa Ly N. T. S. L., Trần Hoàng Quân T. H. Q., Nguyễn Thị Tú Nguyệt N. T. T. N., Lương Thành An Ninh L. T. A. N., & Nguyễn Anh Đào N. A. Đào. (2025). FACTORS INFLUENCING CONSUMERS’ BEHAVIORAL INTENTIONS TOWARDS THE ADOPTION OF BLOCKCHAIN TECHNOLOGY IN AGRICULTURAL PRODUCT TRACEABILITY IN DA NANG. Dong A University Journal of Science. https://js.donga.edu.vn/index.php/daujs/article/view/489
FACTORS INFLUENCING CONSUMERS’ BEHAVIORAL INTENTIONS TOWARDS THE ADOPTION OF BLOCKCHAIN TECHNOLOGY IN AGRICULTURAL PRODUCT TRACEABILITY IN DA NANG
Main Article Content
Abstract
This study aims to explore the factors influencing consumer behavioral intention toward adopting blockchain technology for agricultural product traceability in Da Nang. As consumers increasingly prioritize quality, food safety, and transparency, blockchain is regarded as an effective and reliable technological solution. Based on the extended UTAUT model, the research team conducted a survey of 300 consumers. The results indicate that factors such as performance expectancy, social influence, facilitating conditions, product transparency, and perceived trust positively affect behavioral intention, while effort expectancy does not have a significant impact. Accordingly, the study proposes several recommendations for businesses and regulatory agencies to enhance the effective implementation of blockchain technology in the agricultural supply chain, contributing to a more transparent and safer market for consumers.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Keywords
Blockchain technology, traceability, behavioral intention
References
Ánh Ngọc. (2023, September 14). Nông sản xuất khẩu liên tục bị tuýt còi trả về, đâu là giải pháp? Báo Kinh Tế đô Thị - Đọc Tin Tức Thời Sự Kinh Tế 24h Mới Nhất. https://kinhtedothi.vn/nong-san-xuat-khau-lien-tuc-bi-tuyt-coi-tra-ve-dau-la-giai-phap.html
KIM, H. (2024, November 6). Bước đột phá của Vissan trong truy xuất nguồn gốc thực phẩm. TUOI TRE ONLINE; tuoitre.vn. https://tuoitre.vn/buoc-dot-pha-cua-vissan-trong-truy-xuat-nguon-goc-thuc-pham-20241106110836129.htm#content-3
Bednall, D. (2001). Consumer Behaviour Prentice Hall Australia. Amj Australasian …. https://www.academia.edu/410298/Consumer_Behaviour_Prentice_Hall_Australia
Berry, C., Mukherjee, A., Burton, S., & Howlett, E. (2015). A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products. Journal of Retailing, 91(3), 533–542. https://doi.org/10,1016/j.jretai.2015.04.004
David, A., Kumar, C. G., & Paul, P. V. (2022). Blockchain Technology in the Food Supply Chain. International Journal of Information Systems and Supply Chain Management, 15(3), 1–12. https://doi.org/10,4018/ijisscm.290014
Deng, M., & Feng, P. (2020). A Food Traceability System Based on Blockchain and Radio Frequency Identification Technologies. Journal of Computer and Communications, 08(09), 17–27. https://doi.org/10,4236/jcc.2020,89002
FRANCISCO, K., & SWANSON, R. D. (2018). The Supply Chain Has No Clothes: Technology Adoption of Blockchain for Supply Chain Transparency. ResearchGate. https://www.researchgate.net/publication/322309441_The_Supply_Chain_Has_No_Clothes_Technology_Adoption_of_Blockchain_for_Supply_Chain_Transparency
Jia, L., Shao, B., Yang, C., & Bian, G. (2024). A Review of Research on Information Traceability Based on Blockchain Technology. Electronics, 13(20), 4140–4140, https://doi.org/10,3390/electronics13204140
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing. Corporate Communications: An International Journal, 6(3), 164–165. https://doi.org/10,1108/ccij.2001.6.3.164.1
Lee, E. J., Bae, J., & Kim, K. H. (2020). The effect of environmental cues on the purchase intention of sustainable products. Journal of Business Research, 120(C), 425–433. https://ideas.repec.org/a/eee/jbrese/v120y2020icp425-433.html
Li, X., Lv, F., Xiang, F., Sun, Z., & Sun, Z. (2020). Research on Key Technologies of Logistics Information Traceability Model Based on Consortium Chain. IEEE Access, 8, 69754–69762. https://doi.org/10,1109/ACCESS.2020,2986220
Lin, X., Chang, S.-C., Chou, T.-H., Chen, S.-C., & Ruangkanjanases, A. (2021). Consumers’ Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products. International Journal of Environmental Research and Public Health, 18(3), 912. https://doi.org/10,3390/ijerph18030912
Liu, H., Ma, R., He, G., Lamrabet, A., & Fu, S. (2023). The impact of blockchain technology on the online purchase behavior of green agricultural products. Journal of Retailing and Consumer Services, 74, 103387. https://doi.org/10,1016/j.jretconser.2023.103387
Mollenkopf, D. A., Peinkofer, S. T., & Chu, Y. ( J. (2022). Supply chain transparency: Consumer reactions to incongruent signals. Journal of Operations Management, 68(4). https://doi.org/10,1002/joom.1180
Reitano, M., Pappalardo, G., Selvaggi, R., Zarbà, C., & Chinnici, G. (2024). Factors influencing consumer perceptions of food tracked with blockchain technology. A systematic literature review. Applied Food Research, 100455–100455. https://doi.org/10,1016/j.afres.2024.100455
Rejeb, A., Keogh, J. G., & Treiblmaier, H. (2019). Leveraging the Internet of Things and Blockchain Technology in Supply Chain Management. Future Internet, 11(7), 161. https://doi.org/10,3390/fi11070161
Sander, F., Semeijn, J., & Mahr, D. (2018). The acceptance of blockchain technology in meat traceability and transparency. British Food Journal, 120(9), 2066–2079. https://doi.org/10,1108/bfj-07-2017-0365
Sharma, A., Sharma, A., Singh, R. K., & Bhatia, T. (2023). Blockchain adoption in agri-food supply chain management: an empirical study of the main drivers using extended UTAUT. Business Process Management Journal. https://doi.org/10,1108/bpmj-10-2022-0543
Siegrist, M., & Hartmann, C. (2020). Consumer acceptance of novel food technologies. Nature Food, 1(6), 343–350, https://doi.org/10,1038/s43016-020-0094-x
Treiblmaier, H. (2018). The impact of the blockchain on the supply chain: a theory-based research framework and a call for action. Supply Chain Management: An International Journal, 23(6), 545–559. https://doi.org/10,1108/scm-01-2018-0029
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10,2307/30036540
Wu, W., Zhang, A., van Klinken, R. D., Schrobback, P., & Muller, J. M. (2021). Consumer Trust in Food and the Food System: A Critical Review. Foods, 10(10), 2490, https://doi.org/10,3390/foods10102490
Yeh, J.-Y., Liao, S.-C., Wang, Y.-T., & Chen, Y.-J. (2019). Understanding Consumer Purchase Intention in a Blockchain Technology for Food Traceability and Transparency context. 2019 IEEE Social Implications of Technology (SIT) and Information Management (SITIM). https://doi.org/10,1109/sitim.2019.8910212
Zhou, L., Wang, W., Xu, J. (David), Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce: An empirical investigation. Information & Management, 55(7), 912–927. https://doi.org/10,1016/j.im.2018.04.005
KIM, H. (2024, November 6). Bước đột phá của Vissan trong truy xuất nguồn gốc thực phẩm. TUOI TRE ONLINE; tuoitre.vn. https://tuoitre.vn/buoc-dot-pha-cua-vissan-trong-truy-xuat-nguon-goc-thuc-pham-20241106110836129.htm#content-3
Bednall, D. (2001). Consumer Behaviour Prentice Hall Australia. Amj Australasian …. https://www.academia.edu/410298/Consumer_Behaviour_Prentice_Hall_Australia
Berry, C., Mukherjee, A., Burton, S., & Howlett, E. (2015). A COOL Effect: The Direct and Indirect Impact of Country-of-Origin Disclosures on Purchase Intentions for Retail Food Products. Journal of Retailing, 91(3), 533–542. https://doi.org/10,1016/j.jretai.2015.04.004
David, A., Kumar, C. G., & Paul, P. V. (2022). Blockchain Technology in the Food Supply Chain. International Journal of Information Systems and Supply Chain Management, 15(3), 1–12. https://doi.org/10,4018/ijisscm.290014
Deng, M., & Feng, P. (2020). A Food Traceability System Based on Blockchain and Radio Frequency Identification Technologies. Journal of Computer and Communications, 08(09), 17–27. https://doi.org/10,4236/jcc.2020,89002
FRANCISCO, K., & SWANSON, R. D. (2018). The Supply Chain Has No Clothes: Technology Adoption of Blockchain for Supply Chain Transparency. ResearchGate. https://www.researchgate.net/publication/322309441_The_Supply_Chain_Has_No_Clothes_Technology_Adoption_of_Blockchain_for_Supply_Chain_Transparency
Jia, L., Shao, B., Yang, C., & Bian, G. (2024). A Review of Research on Information Traceability Based on Blockchain Technology. Electronics, 13(20), 4140–4140, https://doi.org/10,3390/electronics13204140
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing. Corporate Communications: An International Journal, 6(3), 164–165. https://doi.org/10,1108/ccij.2001.6.3.164.1
Lee, E. J., Bae, J., & Kim, K. H. (2020). The effect of environmental cues on the purchase intention of sustainable products. Journal of Business Research, 120(C), 425–433. https://ideas.repec.org/a/eee/jbrese/v120y2020icp425-433.html
Li, X., Lv, F., Xiang, F., Sun, Z., & Sun, Z. (2020). Research on Key Technologies of Logistics Information Traceability Model Based on Consortium Chain. IEEE Access, 8, 69754–69762. https://doi.org/10,1109/ACCESS.2020,2986220
Lin, X., Chang, S.-C., Chou, T.-H., Chen, S.-C., & Ruangkanjanases, A. (2021). Consumers’ Intention to Adopt Blockchain Food Traceability Technology towards Organic Food Products. International Journal of Environmental Research and Public Health, 18(3), 912. https://doi.org/10,3390/ijerph18030912
Liu, H., Ma, R., He, G., Lamrabet, A., & Fu, S. (2023). The impact of blockchain technology on the online purchase behavior of green agricultural products. Journal of Retailing and Consumer Services, 74, 103387. https://doi.org/10,1016/j.jretconser.2023.103387
Mollenkopf, D. A., Peinkofer, S. T., & Chu, Y. ( J. (2022). Supply chain transparency: Consumer reactions to incongruent signals. Journal of Operations Management, 68(4). https://doi.org/10,1002/joom.1180
Reitano, M., Pappalardo, G., Selvaggi, R., Zarbà, C., & Chinnici, G. (2024). Factors influencing consumer perceptions of food tracked with blockchain technology. A systematic literature review. Applied Food Research, 100455–100455. https://doi.org/10,1016/j.afres.2024.100455
Rejeb, A., Keogh, J. G., & Treiblmaier, H. (2019). Leveraging the Internet of Things and Blockchain Technology in Supply Chain Management. Future Internet, 11(7), 161. https://doi.org/10,3390/fi11070161
Sander, F., Semeijn, J., & Mahr, D. (2018). The acceptance of blockchain technology in meat traceability and transparency. British Food Journal, 120(9), 2066–2079. https://doi.org/10,1108/bfj-07-2017-0365
Sharma, A., Sharma, A., Singh, R. K., & Bhatia, T. (2023). Blockchain adoption in agri-food supply chain management: an empirical study of the main drivers using extended UTAUT. Business Process Management Journal. https://doi.org/10,1108/bpmj-10-2022-0543
Siegrist, M., & Hartmann, C. (2020). Consumer acceptance of novel food technologies. Nature Food, 1(6), 343–350, https://doi.org/10,1038/s43016-020-0094-x
Treiblmaier, H. (2018). The impact of the blockchain on the supply chain: a theory-based research framework and a call for action. Supply Chain Management: An International Journal, 23(6), 545–559. https://doi.org/10,1108/scm-01-2018-0029
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10,2307/30036540
Wu, W., Zhang, A., van Klinken, R. D., Schrobback, P., & Muller, J. M. (2021). Consumer Trust in Food and the Food System: A Critical Review. Foods, 10(10), 2490, https://doi.org/10,3390/foods10102490
Yeh, J.-Y., Liao, S.-C., Wang, Y.-T., & Chen, Y.-J. (2019). Understanding Consumer Purchase Intention in a Blockchain Technology for Food Traceability and Transparency context. 2019 IEEE Social Implications of Technology (SIT) and Information Management (SITIM). https://doi.org/10,1109/sitim.2019.8910212
Zhou, L., Wang, W., Xu, J. (David), Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce: An empirical investigation. Information & Management, 55(7), 912–927. https://doi.org/10,1016/j.im.2018.04.005