Blockchain and Food Trust: Will Consumers Pay More?

ABSTRACT Blockchain is increasingly used in agri‐food supply chains to make products more transparent and trustworthy. Yet, in countries like Italy, where certifications such as PDO, PGI, and organic labels already shape consumer confidence, its added value is still unclear. This study examines how Italian consumers understand and evaluate blockchain‐based traceability, exploring their awareness, trust, and willingness to pay for verified food products. A nationwide survey of 1500 respondents was conducted to capture how education, income, and perceived importance of traceability influence purchasing behavior. Results show that consumers link blockchain above all to safety, authenticity, and transparency. Higher trust and stronger appreciation of traceability increase the likelihood of paying more for blockchain‐certified foods, while education, and income reinforce this tendency.