Search results

Although technologies such as blockchain (BCT) hold great potential to improve global food supply chains (GFSCs), our understanding of BCT use in GFSCs remains limited. The purpose of this study is to broaden BCT discussions by exploring its benefits and challenges across the entire GFSC.

Qualitative interviews with 23 industry experts were used to identify and comprehend the nuanced issues with BCT application in GFSCs.

The study identifies 21 perceived benefits and challenges with BCT use in GFSCs, including the benefit of broader data incentives beyond BCT use and the challenge of reluctance to assume dominant roles among the GFSC actors.

While prior studies mostly focused on BCT use for traceability and food safety in the GFSC midstream, this study extends the scope to include upstream and midstream actors. It highlights socio-economic benefits for traditionally disadvantaged farmers in the upstream and normative challenges to its adoption in the GFSC midstream and downstream. It also identifies three paradoxes emerging with BCT use in the GFSCs including the paradoxes of food technology, transparency and de-centralization.

In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how conflicting cultural elements shape consumer behavior remains limited. To address these issues, the current article seeks to identify higher- and lower-level tensions inherent in the consumer cultural paradox.

Using in-depth interviews, the authors investigate tensions experienced by Chinese consumers of international private education services. This study applies a paradox lens, a tension-based conceptual approach that is well suited for studying consumer paradoxes.

Ten lower-level tensions of the consumer cultural paradox arise in the focal international service context; these tensions in turn form three higher-level tensions.

The study is among the first in marketing to use a paradox lens and empirical research to delineate multiple dimensions of the consumer cultural paradox, then categorize them into lower and higher-level tensions. The findings offer theoretical and managerial implications, in that recognizing the multiple tensions experienced by consumers allows scholars and marketers to gain a better understanding of how consumers perceive and evaluate services from different cultures.