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Article

The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China

by 1, 2 and 3,*
1
College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China
2
Business School, Nanjing University of Information Science & Technology, Nanjing 210044, China
3
College of Economics, Beijing Technology and Business University, Beijing 100048, China
*
Author to whom correspondence should be addressed.
Academic Editor: Paul B. Tchounwou
Int. J. Environ. Res. Public Health 2022, 19(13), 7917; https://doi.org/10.3390/ijerph19137917
Received: 27 May 2022 / Revised: 25 June 2022 / Accepted: 27 June 2022 / Published: 28 June 2022
This paper systematically investigates the impact of consumers’ health risk perceptions on the purchase intention of blockchain traceable fresh fruits in China. It uses online-survey data collected from four pilot cities that are part of the food traceability system in China. The ordinary least squares (OLS) and the ordered probit model was applied to examine the posited relationships. The results show that consumers’ health risk perception has a significant positive effect on the purchase intention of blockchain traceable fresh fruits. The stronger consumers’ health risk perception, the stronger their purchase intention of blockchain traceable fresh fruits. Likewise, heterogeneity exists among gender, age, income, and education in their corresponding effect of consumers’ health risk perception on blockchain traceable fresh fruit purchase intention. This suggests that male, high-aged, high-income and high-educated groups have a higher health risk perception, and therefore a higher purchase perception for blockchain traceable fresh fruits than female, low-aged, low-income and low-educated, respectively. Furthermore, family structure, consumers’ traceability cognition and purchase experience of traceable products affect the purchase intention of blockchain traceable fresh fruits. The study has several insights on the broader promotion, acceptance and development of the food traceability system and provides practical cues for policy and practice. View Full-Text
Keywords: health risk perception; blockchain; traceable; fresh fruit; income health risk perception; blockchain; traceable; fresh fruit; income
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MDPI and ACS Style

Zhai, Q.; Sher, A.; Li, Q. The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China. Int. J. Environ. Res. Public Health 2022, 19, 7917. https://doi.org/10.3390/ijerph19137917

AMA Style

Zhai Q, Sher A, Li Q. The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China. International Journal of Environmental Research and Public Health. 2022; 19(13):7917. https://doi.org/10.3390/ijerph19137917

Chicago/Turabian Style

Zhai, Qianqian, Ali Sher, and Qian Li. 2022. "The Impact of Health Risk Perception on Blockchain Traceable Fresh Fruits Purchase Intention in China" International Journal of Environmental Research and Public Health 19, no. 13: 7917. https://doi.org/10.3390/ijerph19137917

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