Consumer willingness-to-pay for blockchain-based QR code traceability of leafy greens.

ABSTRACT: There is continued interest in the modernization of food traceability systems because of increased consumer consciousness of food production, processing, and transportation and the desire of the food industry to identify and contain sources of foodborne illness outbreaks and improve their reputations to consumers. Blockchain-based traceability systems promise faster access to more decentralized, tamper-proof records of the movement of a food product and its ingredients through the supply chain. Using data from two discrete choice experiment surveys, we estimate U.S. consumer marginal willingness to pay for access to blockchain-based traceability information via QR codes and for more specific sub-region provenance labeling placed on the packaging of two economically important and outbreak-p

SUBMITTER: Collart AJ 

PROVIDER: S-EPMC12507238 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature