Consumer preferences for the blockchain-based traceability attributes of vegetables: evidence from China

Introduction Blockchain technology, characterized by its decentralized architecture, immutable data, and robust traceability capabilities, offers a novel technological foundation and solution for the upgrading and transformation of the traditional agricultural product traceability system. This study examines the preferences of Chinese consumers for the blockchain traceability attributes of vegetables. Methods This study took tomatoes as an example. We designed and conducted a choice experiment, using conditional logit, random parameter logit and latent class models to determine the preferences and payment willingness of 1,976 consumers in 10 traceability pilot cities in China for blockchain traceability attributes. Results The results show that consumers have a strong preference for traceability information including the origin, planting, and processing and sales, government traceability systems, and blockchain traceability technologies, and are willing to pay a premium for them. These models reveal the heterogeneity preferences of the participants, thus enabling consumers to be classified into three categories: blockchain technology preference (18.8%), traceability information preference (52.8%), third-party testing institution traceability platform preference (28.5%). Discussion Based on these findings, we propose strategies to expedite the development of a blockchain traceability system for vegetables.