Consumer attitudes towards blockchain food traceability technology in Sweden

Sammanfattning: The research utilizes a Discrete Choice Experiment to assess consumer preferences and determine blockchain-based food traceability's relative importance and utility in the food purchasing process. The study specifically tests five selected attributes of olive oil, including price, organic label, olive oil type, country of origin, and blockchain traceability. Additionally, a survey is conducted to evaluate Swedish consumers' knowledge levels concerning blockchain technology and its application in the food system to improve transparency. The study also explores consumer evaluations of safety and sustainability information and their willingness to pay price premiums for food products verified for safety and environmental claims. The findings indicate that while Swedish consumers possess moderate knowledge of blockchain technology, their understanding of its specific application in food traceability is limited. Nevertheless, consumers highly value access to accurate information about the safety and sustainability of their food purchases. A considerable portion of respondents express a willingness to pay a premium for products verified for safety, authenticity, and sustainability. The choice experiment results reveal that blockchain-based food traceability ranks lower in relative importance than the price and organic label but higher than olive oil type and country of origin. The findings of this study contribute to bridging the existing gap in the understanding of blockchain-based food traceability technology among Swedish consumers.