College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China.
Business School, Nanjing University of Information Science & Technology, Nanjing 210044, China.
Int J Environ Res Public Health. 2022 Jun 28;19(13):7917. doi: 10.3390/ijerph19137917.
This paper systematically investigates the impact of consumers' health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers' health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers' health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers' health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers' traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice.
本文系统研究了消费者健康风险感知对中国区块链可追溯新鲜水果购买意愿的影响。本研究使用了来自中国食品可追溯系统四个试点城市的在线调查数据。采用普通最小二乘法（OLS）和有序概率模型检验了假设关系。结果表明，消费者健康风险感知对区块链可追溯新鲜水果的购买意愿有显著的正向影响。消费者健康风险感知越强，其对区块链可追溯新鲜水果的购买意愿越强。同样，性别、年龄、收入和教育在消费者健康风险感知对区块链可追溯新鲜水果购买意愿的影响方面存在异质性。这表明，男性、高年龄、高收入和高教育群体的健康风险感知更高，因此对区块链可追溯新鲜水果的购买意愿也更高，而女性、低年龄、低收入和低教育群体则相反。此外，家庭结构、消费者对可追溯性的认知以及对可追溯产品的购买经验都会影响区块链可追溯新鲜水果的购买意愿。本研究对更广泛的食品可追溯系统的推广、接受和发展提供了一些启示，并为政策和实践提供了实用线索。
