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Full-Text Articles in Social Psychology
Consumers’ Responses To New Technologies In The Marketplace, Umair Usman
Consumers’ Responses To New Technologies In The Marketplace, Umair Usman
Theses and Dissertations--Marketing and Supply Chain
Chapter 1. This research examines whether the use of blockchain technology to back a brand’s claims (i.e., blockchain augmented claims) influences consumer preference for sustainable products. Consumers are demanding higher levels of transparency from brands and are also showing keen interest in consuming sustainable products, which includes products that promote social, environmental and economic sustainability. Recent advancement in digital technology, specifically blockchain, is offering an opportunity for brands to meet both these consumer demands. In five laboratory studies, I demonstrate that blockchain augmented claims, as compared to traditional industry practices (i.e., use of third-party labels and brand’s self-made claims), increases …