Exploring consumer intention to purchase blockchain-traced pasta

This study explores consumers’ purchase intentions for organic pasta with blockchain-based traceability, employing an extended theory of planned behaviour (TPB) model. Analysing responses from 190 Italian respondents via a structured online questionnaire, the research investigates how attitudes, subjective norms, perceived behavioural control, trust in quality certifications, and attitudes toward technology shape purchase intentions for blockchain-based food. Structural equation modelling (SEM) reveals that subjective norms, perceived behavioural control, and positive attitudes toward technology significantly influence purchase intention. In contrast, trust in quality certifications and general attitudes toward blockchain traceability show no direct impact. The findings highlight the importance of social influence and technological familiarity in promoting blockchain adoption for food transparency.