Mississippi State University
Alba J. Collart
Date of Degree
Original embargo terms
Complete embargo for 2 years
Graduate Thesis - Open Access
Master of Science
College of Agriculture and Life Sciences
Department of Agricultural Economics
High-profile outbreaks in the U.S. have been increasingly linked to the consumption of leafy greens (Xue et al. 2007), making traceability an important issue (Corkery and Popper 2018). Consumers' increasing attention to traceability (Hansstein 2014) has led to the implementation of blockchain-based traceability systems. This study measures U.S. consumers' willingness-to-pay (WTP) for blockchain-based traceability information in packages of romaine lettuce and spinach. We conduct two online Discrete Choice Experiments (DCEs) and surveys to understand consumer preferences for USDA-certified organic leafy greens, access to blockchain-based traceability information via QR codes, and the FDA's voluntary labeling guidelines involving growing region information. Our findings suggest that some U.S. consumers are willing to pay a premium for food products with blockchain-based traceability or standard traceability information delivered via QR-codes. Findings also reflect some consumers' interest in organic products, and in knowing the detailed growing region information, particularly if leafy greens are grown in Arizona.
Giri, Ajita, "U.S. consumer preferences for blockchain-based traceability of leafy greens" (2021). Theses and Dissertations. 5171.
Available for download on Tuesday, August 15, 2023