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Blockchain-enabled carbon traceability: analyzing its impact on firm performance in the European retail sector – purchasing behavior
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This study examines the impact of BCCT on purchasing behavior in the European retail sector.
The results show that BCCT has no significant effect. While BCCT can objectively increase
transparency and trust in environmental claims, the actual impact remains limited. The main
reasons for this are a lack of consumer knowledge, limited trust in labels, and low interaction with
BCCT information. However, perceived transparency and trust act as drivers of purchasing
behavior independent of BCCT. These findings suggest that effective consumer education, targeted
sustainability communication, and simplified presentation of carbon data are necessary to realize
the potential of BCCT.
Descrição
Palavras-chave
Carbon traceability Blockchain Retail Consumer purchasing behavior Transparency