Examination of Consumer Education Needs Concerning Block Chain Traceability Systems: Explanatory research with Biotechnology Industrialists and Academics

Anna Leon
Department of Applied Genetics and Cell Biology, University of Natural Resources and Life Sciences, Vienna, Austria.
Paul Maximilian
Department of Applied Genetics and Cell Biology, University of Natural Resources and Life Sciences, Vienna, Austria.

DOI:https://doi.org/10.5912/jcb2143

Abstract:

The present study was conducted to assess the customer needs of education in the block Chain traceability systems. Therefore, the researcher analyzed the consumer purchasing intentions through the innovation-adoption characteristics, expertise in traceability systems and expertise in the block Chain technology. The mediation of Customer’s education level has also been analyzed in this study. Based on the quantitative research design, the researcher disbursed questionnaires and analyzed them through Smart-PLS. Moreover, the structural equation modelling was also performed to assess the hypothesized association among variables. Results depicted that ETS and IAC significantly and positively influence the CPI. But the mediation of customer’s education level turned out to be insignificant. The present research holds numerous beneficial and valuable implications as the study extends literature regarding the hypothesized variables and their association. Practically, this study provides insights into the biotechnology industrialist and academics regarding the importance of ETS and IAC. The research limitations have been addressed along with future research indications.