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<p>Blockchain technology offers the possibility of solving trust-related challenges in the green food sector due to its inherent transparency and reliability. However, its actual effectiveness in enhancing consumer trust has not been fully verified. This study adopts qualitative research methods to explore how blockchain applications in the green food sector influence consumer trust and purchasing behavior through 3 dimensions: technology trust, information trust, and product trust. Findings from in-depth interviews reveal that enhancing consumer trust depends largely on improving consumers’ technology cognition, especially regarding the transparency of cultivation and production processes, which is important for consumers’ trust and perception of product quality. This study provides a theoretical foundation for empirical research on blockchain in the green food sector and offers practical insights for industry stakeholders.</p>

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Exploring the mechanism of blockchain technology application on consumers’ green agricultural product purchasing behavior: a qualitative study

  • 期刊论文

  • 发表日期：

    2025年6月20日

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  • Hua Liu,
  • Weikun Zhang,
  • Yatao Huang

摘要

Blockchain technology offers the possibility of solving trust-related challenges in the green food sector due to its inherent transparency and reliability. However, its actual effectiveness in enhancing consumer trust has not been fully verified. This study adopts qualitative research methods to explore how blockchain applications in the green food sector influence consumer trust and purchasing behavior through 3 dimensions: technology trust, information trust, and product trust. Findings from in-depth interviews reveal that enhancing consumer trust depends largely on improving consumers’ technology cognition, especially regarding the transparency of cultivation and production processes, which is important for consumers’ trust and perception of product quality. This study provides a theoretical foundation for empirical research on blockchain in the green food sector and offers practical insights for industry stakeholders.