Consumer Trust and Purchase of Perishable Fresh Food Online Versus In-Store: The Case of beef

Online sales of perishable food have increased lately. Selling beef online requires consumer trust, which can be achieved by providing information about attributes and quality, and a quick and reliable delivery service. Among U.S. consumers, there is high trust in institutions and government offices involved in beef quality assessment. Yet, the introduction of traceability systems, such as Blockchain, could help consumers tracking perishable food items. The industry could increase beef online sales by providing certifications and product information, by developing reliable delivery services and packaging, and by allowing consumers to inspect fresh items visually online to reduce the quality uncertainty.