Blockchain traceability and agri-food appeal: A task-technology fit perspective

Food safety is a worldwide concern, and ensuring traceability within the agricultural supply chain is crucial. To improve the quality of agricultural products, many agribusinesses are implementing blockchain technology for traceability, yet academic research in this area remains sparse. This study employs a mixed-methods approach to investigate how blockchain traceability technology fits with food safety assessment and influences the attractiveness of agri-food. Firstly, we identify the essential features of blockchain traceability technology and the technological concerns that assist consumers in recognizing food safety through interviews conducted with 30 participants. Secondly, drawing from the qualitative insights, we develop a theoretical model based on tasktechnology fit theory and analyze data from 450 survey respondents to assess how this fit, along with technology concerns, impacts the appeal of agricultural products. Our research offers significant practical insights for the implementation of blockchain traceability technology and the design of traceability interfaces.