Blockchain Adoption in Agricultural Traceability: An Empirical Study on Consumer Behavior in Vietnam

The escalating significance of traceability within the agricultural industry directly reflects the evolving consumer demand for high-quality food and transparency from farm to fork. This research examines consumer perceptions and intentions regarding the use of blockchain systems to trace agri-food products in Ho Chi Minh City by online surveying a randomly selected sample of 523 residents. The collected data underwent analysis using SPSS and AMOS, incorporating assessments of measurement scales and hypothesis testing within the structural model. Our findings indicated that consumers’ behavioral intention to adopt agri-food traceability blockchain is primarily driven by their attitude and price value, while perceived usefulness and trust exert limited influence. Additionally, factors such as perceived security, perceived privacy, and the moderating impact of food involvement do not significantly contribute to consumers’ adoption decisions. Consequently, these findings emphasize the critical need to foster a positive awareness of using blockchain technology to trace agricultural products and price considerations when applying food tracing technology systems.