From truth to trust: the impact of blockchain traceability on trust in product authenticity

In the global marketplace, customers are increasingly unaware of the source, provenance, and authenticity of products. Early research has shown that the introduction of blockchain technology into the supply chain area can make it more transparent and trustworthy. As a platform that supports distributed, cryptographically secure, auditable transactions, blockchain has expanded from the domain of digital cryptocurrency into the domain of physical asset provenance and ownership tracking and tracing. This research examines blockchain support of trust in product authenticity adopting a two-paper dissertation format. In the first conceptual paper, I develop a conceptual framework on blockchain technology\u27s unique features and characteristics and how it can boost trust in product authenticity. The second paper adopts the conceptual framework to test through a vignette experiment the effects of blockchain traceability, product identification, and the interaction between them on trust in product origin authenticity. Academics can use this research to develop new instruments to inform practice about how blockchain can boost trust in product authenticity. Results from this study can inform managers considering investments into blockchain solutions and unique product identification as a customer product authenticity, brand protection, or anti-counterfeiting strategy