This study uses the Theory of Consumption Values (TCVs) to examine the variables influencing customers’ buying decisions when purchasing Native Produce, Foods and Beverages with blockchain technology based geographic indicators establishing the uniqueness, authenticity, and originality. Additionally, it investigates whether consumers’ health consciousness moderates the relationship between consumption values of geographic indicator labeled produce, foods and beverages and purchase behavior. Using SmartPLS 4.0, structural equation modeling is used to analyze consumer data obtained through a structured questionnaire. The results show that the use of blockchain technology for geographic indicator labeling increased the items’ consumption value, which in turn had a favorable effect on the purchase of products with geographic indicator labels. This study concludes that functional, economical, emotional, and novelty consumption values are the primary determinants of consumption value while purchasing blockchain enabled geographic indicator labeled products. However, social values were found to be insignificant. Further the moderation effect of health consciousness was significant on functional value, emotional value, economical value and purchase, but insignificant for social values, and novelty values. The study provides essential insights into how to effectively promote locally produced Native Produce, Foods and Beverages with blockchain-based geographic indicator labels, this study has substantial managerial and societal benefits.