The influence of blockchain-based food traceability on retailer choice: The mediating role of trust

In the last decades, numerous food scandals have attracted policy makers' interest and subsequently induced retailers to actively improve food safety. Blockchain technology allows consumers to track the flow of food products and reduce food fraud, such as counterfeiting, dilution, or adulteration. Using three experiments conducted with Austrian business students as well as an online convenience sample, we investigate how the traceability of food...