Main - XLSTAT_Analysis_without_TRU4R.xlsx

Sustainable practices in commerce are gaining unprecedented importance as consumers increasingly demand greater accountability and ethical standards in supply chains. Blockchain technology, with its core affordances of transparency, traceability, and immutability, has emerged as a promising tool to foster trust in sustainable supply chains. These affordances may influence consumer values, which in turn affect their intentions to purchase sustainable products. This study investigates the impact of blockchain affordances on sustainable purchase intentions in Austria, using consumption values—functional, social, emotional, conditional, and epistemic—as mediators. A comprehensive literature review established the theoretical framework by examining blockchain technology, sustainable supply chains, and sustainable consumption behavior. A quantitative study was conducted with 168 Austrian adults, focusing on their interactions with a blockchain-based shopping app. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the analysis revealed that blockchain affordances significantly influence all five consumption values. However, only emotional, conditional, and epistemic values significantly impact sustainable purchase intentions, while functional and social values showed no direct effect. These findings highlight that beyond technical benefits, blockchain’s ability to convey trust, sustainability information, and product novelty plays a pivotal role in shaping purchasing behavior. For businesses, this underscores the importance of implementing blockchain systems that emphasize transparency, traceability, and immutability, alongside the strategic communication of sustainability and product innovations. By aligning technological affordances with consumer values, companies can effectively encourage sustainable consumption and enhance their competitive advantage in an increasingly eco-conscious market.