Purpose

There is little empirical evidence on how blockchain affordances may encourage consumers to make sustainable choices. Thus, this paper examines how blockchain affordances affect consumers’ sustainable consumption.

Design/methodology/approach

We focus on three blockchain affordances: transparency, traceability, and immutability in this paper. By integrating the affordance lens and theory of consumption values (TCV), we develop a research model wherein we posit that blockchain affordances influence several consumption values, which then affect consumers’ intention to purchase sustainable products. In the study, we designed a scenario and user interface for a novel blockchain-based app for sustainable consumption in the context of the fashion industry and surveyed 295 European consumers to examine the study’s research model. We then analyzed the collected data using the partial least squares technique.

Findings

The results show that blockchain affordances positively affect consumption values, including efficiency, social impression, trust, and sustainability information clarity. In turn, these values influence the consumers’ purchase intention of sustainable products. Additionally, our post hoc analysis shows that these consumption values fully mediate the effect of blockchain affordances on consumers’ purchase intention, where trust and sustainability information clarity is found to have a higher impact.

Originality/value

Empirical research studies focusing on understanding blockchain’s effect on sustainable consumption values have been limited in prior literature. This study, drawing on the affordance lens, proposes distinct blockchain affordances and empirically validates their impact on consumers’ sustainable purchase intention. By integrating TCV, it highlights the mediating mechanism that drives blockchain’s impact on consumers’ purchase intention. We empirically identify the values that mediate the effects of blockchain affordances on consumers’ purchase intention; further, we discuss implications for research and practice based on the study findings.

中文翻译：

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可持续消费区块链：基于可供性和消费者价值的观点

 目的

关于区块链可供性如何鼓励消费者做出可持续选择的经验证据很少。因此，本文研究了区块链可供性如何影响消费者的可持续消费。

设计/方法/方法

在本文中，我们重点介绍了三种区块链功能：透明度、可追溯性和不变性。通过整合可供性视角和消费价值理论 （TCV），我们开发了一个研究模型，其中我们假设区块链可供性会影响多种消费价值，进而影响消费者购买可持续产品的意愿。在这项研究中，我们为一种基于区块链的新型应用程序设计了一个场景和用户界面，用于在时尚行业的背景下进行可持续消费，并调查了 295 名欧洲消费者以检查该研究的研究模型。然后，我们使用偏最小二乘法分析收集的数据。

 发现

结果表明，区块链可供性对消费价值有积极影响，包括效率、社会印象、信任和可持续性信息的清晰度。反过来，这些价值观会影响消费者对可持续产品的购买意愿。此外，我们的事后分析表明，这些消费价值完全中介了区块链可供性对消费者购买意愿的影响，其中信任和可持续性信息的清晰度被发现具有更大的影响。

 原创性/价值

在以前的文献中，专注于了解区块链对可持续消费价值影响的实证研究受到限制。这项研究利用可供性视角，提出了不同的区块链可供性，并实证验证了它们对消费者可持续购买意愿的影响。通过整合 TCV，它突出了驱动区块链对消费者购买意愿影响的中介机制。我们实证确定了中介区块链可供性对消费者购买意愿影响的价值;此外，我们根据研究结果讨论了对研究和实践的影响。