Blockchain-based medication traceability

: impact on consumer trust

Abstract

This Master’s aims to investigate whether the implementation of blockchain technology in the pharmaceutical supply chain has an impact on consumer trust. The recommendations of doctors or pharmacists have a major influence on consumer trust. However, these can be biased to their own advantage. Consumers do not have direct contact with pharmaceutical companies. Research suggests that key future trends for consumers are transparency and sustainability. However, consumers perceive pharmaceutical companies as being the opposite of sustainable and transparent. This has a negative impact on the customer company relationship and trust. Results of this research show the positive impact of blockchain traceability on consumer trust when purchasing medicines. Also, implementation of a blockchain traceability platform could empower consumers and create a commitment from pharmaceutical companies to have the same interests. It can also be seen that consumers feel less trust when purchasing their medicines in developing countries. This is partly due to the spread of counterfeit drugs. The transparency and security of the blockchain can ensure greater trust in the purchase of medicines in developing countries. However, challenges were also identified for the implementation. A large proportion of pharmaceutical end customers are older people. For them, the main challenge is technological acceptance.

Date of Award	24 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)