Blockchain traceability and agri-food appeal: A task-technology fit perspective

• Published in: Food quality and preference 2025-05, Vol.126, Article 105400
• Main Authors: Pan, Liwei, Huo, Baofeng, Hong, Xianpei
• Format: Article
• Language: English
• Subjects: Agri-food appeal; Blockchain traceability technology; Data falsification; Food safety; Task-technology fit
• ISSN: 0950-3293
• DOI: 10.1016/j.foodqual.2024.105400

Food safety is a worldwide concern, and ensuring traceability within the agricultural supply chain is crucial. To improve the quality of agricultural products, many agribusinesses are implementing blockchain technology for traceability, yet academic research in this area remains sparse. This study employs a mixed-methods approach to investigate how blockchain traceability technology fits with food safety assessment and influences the attractiveness of agri-food. Firstly, we identify the essential features of blockchain traceability technology and the technological concerns that assist consumers in recognizing food safety through interviews conducted with 30 participants. Secondly, drawing from the qualitative insights, we develop a theoretical model based on task-technology fit theory and analyze data from 450 survey respondents to assess how this fit, along with technology concerns, impacts the appeal of agricultural products. Our research offers significant practical insights for the implementation of blockchain traceability technology and the design of traceability interfaces. •Ensuring the integrity, transparency, and clarity of blockchain traceability information is essential for consumers.•Blockchain enhances food safety identification for consumers.•Consumers worry about the integrity of blockchain traceability data.•Integrating structural assurance into traceability information reduces concerns about data falsification.•Blockchain traceability enhances the appeal of agricultural products to consumers.