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Would you like to bid higher for additional information? Examining consumers’ willingness to pay for blockchain proven goods in the Norwegian food industry

Strøm, Eirik Andreas Ledesma; Elisenberg, Jørgen
Master thesis
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URI
https://hdl.handle.net/11250/2687471
Date
2020
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  • Master of Science [963]
Abstract
This study focuses on the effect blockchain technology has on consumers’

willingness to pay, when used to record and present food provenance information.

This was done through an experimental auction, where consumers bid on food

products that differed on the method additional food provenance information was

conveyed (labels or blockchain), within one of three food categories (pork, fish, or

chicken). Through multiple regression analyses, results indicate that customers

have an increased willingness to pay towards products that have additional

information regardless of the method of conveyance. This result is evident in all

three categories, but variation in ratios is observed. Moreover, results disclose that

labels enhance willingness to pay to a greater extent than blockchain, but is only

significant within one of the three food categories. Lastly, knowledge about

blockchain is positively correlated with willingness to pay, however this is not

statistically significant. A discussion and interpretation of results are undertaken,

further implications for business practices are identified, and proposals for further

research are introduced.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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