The Impact of Blockchain-Enabled Supply Chain Transparency on Sustainable Purchase Intention: Evidence Based on Saudi Consumers.

Abstract

With the rapid developments in Blockchain in supply chains, there is still a need to study the impact of this technology, especially on individuals in the Kingdom of Saudi Arabia (KSA). The study presents a new evidence-based framework to measure the effect of Blockchain- enabled supply chain transparency (SCT) on Saudi consumers’ purchase intentions (PI) for sustainable products by developing the Theory of Planned Behaviour (TPB) framework. Data were collected electronically through a quantitative survey questionnaire completed by 200 participants of diverse educational and age backgrounds. The findings revealed that attitude is the primary and most significant driver of PI )β = 0.738, p = 0.001(, whereas subjective norms (SN) showed no significant effect )β = 0.088, p = 0.144(. This indicates that the effect of Blockchain transparency on PI is transmitted entirely through attitude. Demographic study analyses multiple cross-sectional positive correlations between knowledge of the technology and higher educational attainment, with the [30–44] age group demonstrating greater familiarity with Blockchain compared to younger groups. Based on these findings, targeted sustainable knowledge campaigns are recommended for the younger generation, who constituted most participants. The projects should particularly focus on enhancing Blockchain knowledge among women, of whom only )23 out of 93( were found to be familiar with the technology, given the observed knowledge gap compared to men )36 out of 48(. This would minimise the technological knowledge gap and narrow the intention gap in adopting sustainable SCT-enabled products. The study suggests that it is essential to create a measure for perceived behavioural control (PBC), as its current limitations hinder its ability to capture the local market context. Additionally, longitudinal studies should be conducted to track changes in consumer behaviour in line with the growing orientation and support for sustainability.