Consumer intentions to purchase organic pasta with blockchain-based traceability

The increasing complexity of global food supply chains has heightened consumer concerns about food safety, quality and authenticity, and triggered a growing demand for transparency-enhancing technologies such as blockchain. This study examines the factors influencing consumers’ intention to purchase organic pasta with blockchain-based traceability using an extended Theory of Planned Behaviour (TPB) framework. In addition to the traditional TPB constructs (attitudes, subjective norms and perceived behavioural control), the study incorporates trust in quality certifications and attitudes towards blockchain technology to provide a comprehensive analysis of decision-making processes. The data was collected via an online survey of 190 Italian respondents and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that subjective norms, perceived behavioural control and attitudes towards technology significantly influence purchase intentions, while trust in quality certifications and attitudes towards the traceability of blockchain are not significant. These findings suggest that while blockchain technology is recognised for its potential to improve transparency, its practical benefits are not yet fully understood or appreciated by consumers. This study contributes to the literature on consumer behaviour in the agri-food sector and provides practical insights for policy makers and marketers to promote blockchain-based traceability systems through consumer education, simplified technological interfaces and social acceptance strategies.