Consumer responses to blockchain-based transparency

: investigating the moderating role of product category and the mediating roles of trust in labels and greenwashing concerns

Abstract

Consumers are increasingly interested in sustainability when it comes to supermarket purchases, but their attitudes do not always translate into actual buying behavior. Main reasons are mistrust in sustainability labels and greenwashing concerns. This thesis investigates blockchain-based transparency as an underexplored solution to increase perceived credibility and sustainable purchase intention. A mixed-methods approach was used, including a literature review, exploratory interviews, a pilot survey and an experimental online survey with a 2x2 between-subjects design (label type: blockchain versus traditional; product category: milk versus day cream). 206 valid responses were used for the analysis. The findings show that blockchain-based transparency can increase perceived credibility and purchase intention more than traditional sustainability labels. The moderation of product category and mediations of trust in sustainability labels and greenwashing concerns are not significant but reveal positive trends. These findings offer important insights for retailers, policy makers and technology developers who want to reduce greenwashing and improve sustainability communication.

Date of Award	23 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Estarreja (Supervisor)