Rachel Keough

Date of Award

Spring 2020

Degree Name

Bachelor of Science (BS)

Advisor(s)

Luke Kachersky

Abstract

This research studies the impact of varying levels of supply chain information and information providers on consumer trust, perceived convenience, perceived transparency, and information overload; specifically, focusing on the utilization of blockchain technology to collect this information within the food industry. This paper begins by investigating the current deficiencies found in supply chains within the food industry, the current implementations of blockchain technology to optimize these supply chains, and consumer psychology regarding consumer decision-making. Prior research found that consumers prefer to have a third-party certify information provided by a brand. Additionally, prior research dictates that while higher levels of information positively impact trust and transparency, it also results in lower levels of convenience and increased information overload. Considering its pilot phases, prior research has not yet determined consumer preferences for the various levels of information and information providers that blockchain technology can provide regarding food supply chains. To further examine this influence, the present research tested the effect of varying levels of information (high/low) and different information providers (third-party/brand) on consumer trust, perceived convenience, perceived transparency, and information overload in relation to a brand’s product. This research finds the level of information to have an overall positive effect on consumers’ trust, perceived convenience, perceived transparency, and information overload. The study also finds that the information provider has no influence on consumers’ trust, perceived convenience, perceived transparency, and information overload. Considering these findings, this study recommends a strategy that brands provide their customers with higher levels of supply chain information.

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