Blockchain-driven traceability and decentralized verification: shaping consumer trust in high-risk pharmaceutical markets

Purpose This study aims to examine how blockchain-enabled supply chain visibility (SCV) influences consumer trust, perceived authenticity and purchase intentions in regulated pharmaceutical markets, highlighting the mechanisms through which transparency shapes consumer behaviour. Design/methodology/approach A quantitative, cross-sectional design was used, collecting primary data from 396 online consumers using a structured questionnaire adapted from validated scales. Constructs included SCV, trust, authenticity and purchase intention. Data analysed using structural equation modelling in AMOS, assessing both measurement and structural models while ensuring reliability, validity and ethical compliance. Findings Results confirm that SCV significantly enhances trust and authenticity, both directly and indirectly increasing purchase intention. Trust and authenticity partially mediate the visibility–purchase intention relationship, demonstrating dual behavioural pathways through which transparency drives consumer decisions. Originality/value The study extends blockchain and consumer behaviour literature by positioning visibility as both an operational and perceptual mechanism, emphasizing its role in trust-building and ethical governance in pharmaceutical retail, a sector where credibility is critical.