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

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.