Skip to main content
SpringerLink
Log in

Unveiling the Golden Thread: Unmasking the Power of Blockchain for Sustainable Consumption

  • Conference paper
  • First Online:
New Sustainable Horizons in Artificial Intelligence and Digital Solutions (I3E 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14316))

Included in the following conference series:

  • 359 Accesses

Abstract

There is limited empirical support for understanding how blockchain transparency shapes consumers’ sustainable consumption. Therefore, this study investigates the impact of blockchain transparency on consumers’ sustainable consumption choices. This study delves into the impact of blockchain transparency on consumers’ intentions to purchase sustainable products, a topic of increasing relevance in contemporary markets. Employing a novel blockchain-based app scenario in the fashion apparel industry, we surveyed 282 European consumers. Robust data analysis using the partial least squares method reveals that blockchain transparency signals product sustainability trustworthiness and effectively satisfies consumer concerns, resulting in increased purchase intent and positive word of mouth. Notably, we uncover a moderating effect of information seeking on the trust-consumer satisfaction relationship. Our study contributes pivotal insights to the evolving discourse on blockchain and sustainable consumption, offering valuable implications for both academia and industry.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 79.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 99.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. White, K., Habib, R., Hardisty, D.J.: How to SHIFT consumer behaviors to be more sustainable: a literature review and guiding framework. J. Mark. 83(3), 22–49 (2019)

    Article  Google Scholar 

  2. Chen, Y.-S., Chang, C.-H.: Greenwash and green trust: the mediation effects of green consumer confusion and green perceived risk. J. Bus. Ethics 114, 489–500 (2013)

    Article  Google Scholar 

  3. Sodhi, M.S., Tang, C.S.: Research opportunities in supply chain transparency. Prod. Oper. Manag. 28(12), 2946–2959 (2019)

    Article  Google Scholar 

  4. Khan, S.A., Mubarik, M.S., Kusi-Sarpong, S., Gupta, H., Zaman, S.I., Mubarik, M.: Blockchain technologies as enablers of supply chain mapping for sustainable supply chains. Bus. Strateg. Environ. 31(8), 3742–3756 (2022)

    Article  Google Scholar 

  5. Hastig, G.M., Sodhi, M.S.: Blockchain for supply chain traceability: business requirements and critical success factors. Prod. Oper. Manag. 29(4), 935–954 (2020)

    Article  Google Scholar 

  6. Shen, B., Dong, C., Minner, S.: Combating copycats in the supply chain with permissioned blockchain technology. Prod. Oper. Manag. 31(1), 138–154 (2022)

    Article  Google Scholar 

  7. Liu, H., Ma, R., He, G., Lamrabet, A., Fu, S.: The impact of blockchain technology on the online purchase behavior of green agricultural products. J. Retail. Consum. Serv. 74, 103387 (2023)

    Article  Google Scholar 

  8. Spence, M.: Job market signaling: uncertainty in economics, pp. 281–306. Elsevier (1978)

    Google Scholar 

  9. Zhu, S., Song, M., Lim, M.K., Wang, J., Zhao, J.: The development of energy blockchain and its implications for China’s energy sector. Resour. Policy 66, 101595 (2020)

    Article  Google Scholar 

  10. Herlihy, M., Moir, M.: Enhancing accountability and trust in distributed ledgers (2016). arXiv preprint arXiv:1606.07490

  11. Yang, W., Aghasian, E., Garg, S., Herbert, D., Disiuta, L., Kang, B.: A survey on blockchain-based internet service architecture: requirements, challenges, trends, and future. IEEE Access 7, 75845–75872 (2019)

    Article  Google Scholar 

  12. Dal Mas, F., Massaro, M., Ndou, V., Raguseo, E.: Blockchain technologies for sustainability in the agrifood sector: a literature review of academic research and business perspectives. Technol. Forecast. Soc. Chang. 187, 122155 (2023)

    Article  Google Scholar 

  13. Guo, S., Sun, X., Lam, H.K.: Applications of blockchain technology in sustainable fashion supply chains: Operational transparency and environmental efforts. IEEE Trans. Eng. Manag. 70(4), 1312–1328 (2020)

    Article  Google Scholar 

  14. Sun, M., Tyagi, R.K.: Product fit uncertainty and information provision in a distribution channel. Prod. Oper. Manag. 29(10), 2381–2402 (2020)

    Article  Google Scholar 

  15. Michael, S.: Job market signaling. Q. J. Econ. 87, 354–374 (1973)

    Google Scholar 

  16. Connelly, B.L., Certo, S.T., Ireland, R.D., Reutzel, C.R.: Signaling theory: a review and assessment. J. Manag. 37(1), 39–67 (2011)

    Google Scholar 

  17. Ahmed, W.A., MacCarthy, B.L.: Blockchain-enabled supply chain traceability–How wide? How deep? Int. J. Prod. Econ. 263, 108963 (2023)

    Article  Google Scholar 

  18. Brach, S., Walsh, G., Shaw, D.: Sustainable consumption and third-party certification labels: consumers’ perceptions and reactions. Eur. Manag. J. 36(2), 254–265 (2018)

    Article  Google Scholar 

  19. Xu, D., Dai, J., Paulraj, A., Chong, A.Y.-L.: Leveraging digital and relational governance mechanisms in developing trusting supply chain relationships: the interplay between blockchain and norm of solidarity. Int. J. Oper. Prod. Manag. 42(12), 1878–1904 (2022)

    Article  Google Scholar 

  20. Babich, V., Hilary, G.: OM Forum—Distributed ledgers and operations: what operations management researchers should know about blockchain technology. Manuf. Serv. Oper. Manag. 22(2), 223–240 (2020)

    Article  Google Scholar 

  21. Bai, C., Sarkis, J.: A supply chain transparency and sustainability technology appraisal model for blockchain technology. Int. J. Prod. Res. 58(7), 2142–2162 (2020)

    Article  Google Scholar 

  22. Kshetri, N.: 1 Blockchain’s roles in meeting key supply chain management objectives. Int. J. Inf. Manag. 39, 80–89 (2018)

    Article  Google Scholar 

  23. Francisco, K., Swanson, D.: The supply chain has no clothes: technology adoption of blockchain for supply chain transparency. Logistics, 2(1), 2 (2018)

    Google Scholar 

  24. Shin, D., Hwang, Y.: The effects of security and traceability of blockchain on digital affordance. Online Inf. Rev. 44(4), 913–932 (2020)

    Article  Google Scholar 

  25. Kim, D.J., Ferrin, D.L., Rao, H.R.: A study of the effect of consumer trust on consumer expectations and satisfaction: the Korean experience. In: Book A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: The Korean Experience, pp. 310–315 (2003). (2003, edn.)

    Google Scholar 

  26. Shin, D., Bianco, W.T.: In blockchain we trust: does blockchain itself generate trust? Soc. Sci. Q. 101(7), 2522–2538 (2020)

    Article  Google Scholar 

  27. Wu, H.-C., Wei, C.-F., Tseng, L.-Y., Cheng, C.-C.: What drives green brand switching behavior? Mark. Intell. Plan. 36(6), 694–708 (2018)

    Article  Google Scholar 

  28. Dhir, A., Talwar, S., Sadiq, M., Sakashita, M., Kaur, P.: Green apparel buying behaviour: a stimulus–organism–behaviour–consequence (SOBC) perspective on sustainability-oriented consumption in Japan. Bus. Strateg. Environ. 30(8), 3589–3605 (2021)

    Article  Google Scholar 

  29. Wang, J., Wang, S., Xue, H., Wang, Y., Li, J.: Green image and consumers’ word-of-mouth intention in the green hotel industry: the moderating effect of Millennials. J. Clean. Prod. 181, 426–436 (2018)

    Article  Google Scholar 

  30. Karim, R.A., Rabiul, M.K.: The relationships of corporate sustainability, customer loyalty, and word of mouth: the mediating role of corporate image and customer satisfaction. J. Qual. Assurance Hosp. Tour. 1–21 (2022)

    Google Scholar 

  31. Chen, Y.-S., Lin, C.-L., Chang, C.-H.: The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction. Qual. Quant. 48, 2411–2425 (2014)

    Article  Google Scholar 

  32. Oliver, J.D., Lee, S.H.: Hybrid car purchase intentions: a cross-cultural analysis. J. Consum. Mark. 27(2), 96–103 (2010)

    Article  Google Scholar 

  33. Matthes, J., Wonneberger, A., Schmuck, D.: Consumers’ green involvement and the persuasive effects of emotional versus functional ads. J. Bus. Res. 67(9), 1885–1893 (2014)

    Article  Google Scholar 

  34. Boesen, S., Bey, N., Niero, M.: Environmental sustainability of liquid food packaging: is there a gap between Danish consumers’ perception and learnings from life cycle assessment? J. Clean. Prod. 210, 1193–1206 (2019)

    Article  Google Scholar 

  35. Lin, P.-C., Huang, Y.-H.: The influence factors on choice behavior regarding green products based on the theory of consumption values. J. Clean. Prod. 22(1), 11–18 (2012)

    Article  Google Scholar 

  36. Zelbst, P.J., Green, K.W., Sower, V.E., Bond, P.L.: The impact of RFID, IIoT, and Blockchain technologies on supply chain transparency. J. Manuf. Technol. Manag. 31(3), 441–457 (2020)

    Article  Google Scholar 

  37. Shin, D.-H.: The effects of trust, security and privacy in social networking: a security-based approach to understand the pattern of adoption. Interact. Comput. 22(5), 428–438 (2010)

    Article  Google Scholar 

  38. Park, E., Kim, K.J.: An integrated adoption model of mobile cloud services: exploration of key determinants and extension of technology acceptance model. Telemat. Inform. 31(3), 376–385 (2014)

    Article  Google Scholar 

  39. Michaelidou, N., Hassan, L.M.: The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. Int. J. Consum. Stud. 32(2), 163–170 (2008)

    Article  Google Scholar 

  40. Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Thiele, K.O.: Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. J. Acad. Mark. Sci. 45, 616–632 (2017)

    Article  Google Scholar 

  41. Wang, Z., Li, M., Lu, J., Cheng, X.: Business Innovation based on artificial intelligence and Blockchain technology. Inf. Process. Manag. 59(1), 102759 (2022)

    Google Scholar 

  42. Roscoe, R.D., Grebitus, C., O’Brian, J., Johnson, A.C., Kula, I.: Online information search and decision making: effects of web search stance. Comput. Hum. Behav. 56, 103–118 (2016)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Software Engineering, LUT University, Lappeenranta, Finland

    Maryam Hina & Najmul Islam

  2. Department of Management, University of Agder, Kristiansand, Norway

    Amandeep Dhir

Authors
  1. Maryam Hina
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Najmul Islam
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Amandeep Dhir
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Maryam Hina .

Editor information

Editors and Affiliations

  1. Delft University of Technology, Delft, The Netherlands

    Marijn Janssen

  2. Positivo University, Curitiba, Paraná, Brazil

    Luiz Pinheiro

  3. Delft University of Technology, Delft, The Netherlands

    Ricardo Matheus

  4. Positivo University, Curitiba, Paraná, Brazil

    Fernanda Frankenberger

  5. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  6. University of Agder, Kristiansand, Norway

    Ilias O. Pappas

  7. University of Turku, Turku, Finland

    Matti Mäntymäki

Rights and permissions

Reprints and permissions

Copyright information

© 2023 IFIP International Federation for Information Processing

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Hina, M., Islam, N., Dhir, A. (2023). Unveiling the Golden Thread: Unmasking the Power of Blockchain for Sustainable Consumption. In: Janssen, M., et al. New Sustainable Horizons in Artificial Intelligence and Digital Solutions. I3E 2023. Lecture Notes in Computer Science, vol 14316. Springer, Cham. https://doi.org/10.1007/978-3-031-50040-4_20

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-50040-4_20

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-50039-8

  • Online ISBN: 978-3-031-50040-4

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Societies and partnerships

Search

Navigation