Blockchain adoption in the food and beverage industry from a behavioral reasoning perspective: moderating roles of supply chain partnerships

Abstract

Purpose

Blockchains provide significant benefits for business operations due to its transparency, traceability and information sharing. However, application to the food and beverage (F&B) industry was scarce. The purpose of this study is to explore how to form F&B managers’ blockchain adoption by applying behavioral reasoning theory (BRT). Additionally, supply chain partnerships (SCPs) were tested for the potential moderating roles within BRT. This study’s findings expand existing knowledge by providing novel information for F&B management.

Design/methodology/approach

Data were collected from F&B managers by using an online survey method. A structural equation modeling and multi-group analysis were performed to test the hypothesized relationships.

Findings

Findings revealed that the positive effects of “reasons for” on “attitudes,” and “adoption intentions” while “reasons against” did not show such effects. Environmental benefits of blockchains were found to lead more positive attitudes while traditional barriers were the greatest constraints for adopting blockchains. This study supports the significant moderating roles of SCPs within the context of F&B blockchain adoption.

Originality/value

This study contributes to the technology literature in the foodservice context by applying BRT as a theoretical lens. The importance of developing SCPs for F&B blockchain adoption and exploitation is highlighted.

研究目的

区块链因其透明度、可追溯性和信息共享而为企业运营提供了重要的好处。然而, 将其应用于食品和饮料（F&B）行业却很少见。本研究探讨了如何通过应用行为推理理论（BRT）来形成 F&B 管理者的区块链采用。此外, 本研究还测试了供应链合作（SCPs）在BRT内的潜在调节作用。通过为F&B 管理提供新颖信息, 我们的研究结果扩展了现有知识领域。

研究方法

采用在线调查方法收集了来自 F&B 管理者的数据。进行了结构方程建模和多组分析, 以测试假设关系。

研究发现

研究结果显示, “支持的原因”对“态度”和“采用意向”有积极影响, 而“反对的原因”则没有显示出这种影响。区块链的环境优势被发现会导致更积极的态度, 而传统障碍是采用区块链的最大限制因素。本研究还证实了 SCP 在 F&B 区块链采用背景下的重要调节作用。

研究创新

本研究通过应用 BRT 作为理论视角, 为餐饮服务背景下的技术文献做出了贡献。强调了发展 F&B 区块链采用和利用的供应链合作的重要性。

Citation

Jang, H.-W., Jung, H.S. and Cho, M. (2024), "Blockchain adoption in the food and beverage industry from a behavioral reasoning perspective: moderating roles of supply chain partnerships", Journal of Hospitality and Tourism Technology, Vol. 15 No. 1, pp. 138-155. https://doi.org/10.1108/JHTT-01-2023-0020