Epsilon Archive for Student Projects

Abstract

This study investigates consumer willingness to pay (WTP) for enhanced traceability and safety in the food supply chain through blockchain technology. Utilizing an online survey with 73 participants from Iran, we examined WTP for two products: infant formula and salt, under three conditions: no certification, conventional certification, and blockchain-based certification. Our findings reveal a significantly higher WTP for blockchain-certified products, particularly for sensitive items like infant formula, highlighting the value consumers place on transparency and safety. The regression analysis showed no statistically significant impact of age, gender, income, and education on WTP. These results underscore the potential of blockchain technology to enhance consumer trust and support its broader adoption in the food industry. The study offers valuable insights for producers, retailers, and policymakers aiming to improve food safety and quality through advanced traceability systems.