Title: Consumer acceptance toward blockchain technology for anti-counterfeiting: hype, credence or future?

Authors: Geetika Jain; Archana Shrivastava; Mohsen Brahmi

Addresses: Keele Business School, Keele University, Newcastle-under-Lyme, ST5 5BG, UK ' Jaypee Business School, JIIT, A-10, A Block, Block A, Industrial Area, Sector 62, Noida, Uttar Pradesh 201307, India ' IAE Southern Campus, University of Research Center Institute, Tunisia

Abstract: Blockchain, a decentralised protocol, is broadly considered to have a huge innovation potential in all fields. To date, it is largely in the banking arena where blockchain use cases have been identified. One of the most convincing objectives of using blockchain technology for the purpose of anti-counterfeiting is its ability to detect an error and eliminate any fraudulent activity. Use of the blockchain technology will be revolutionary in the fashion industry, where difficulty in identification and lack of transparency are major challenges. Implementation of blockchain is a long-term project as it depends on network effects as well as on defining the regulatory conditions. This study is an attempt to understand the customers' acceptance towards implementation of blockchain technology for anti-counterfeiting for branded fashion accessories through the unified theory of acceptance and use of technology (UTAUT).

Keywords: consumer acceptance; blockchain technology; innovation; anti-counterfeit; UTAUT.

DOI: 10.1504/IJBIR.2024.138144

International Journal of Business Innovation and Research, 2024 Vol.34 No.1, pp.90 - 108

Received: 10 Apr 2021
Accepted: 17 Jun 2021
Published online: 30 Apr 2024 *

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