Break the Barrier: Why Marketing Managers Resist Blockchain in the Sharing Economy?

Purpose Blockchain technology continues to bring benefits to businesses through transparent, secure and efficient use, especially in the fast-paced and decentralized world of the sharing economy. However, the utilization of this technology by sharing economy companies remains limited, and the underlying reasons for this resistance and non-adoption intention are not fully understood. Hence, this study aims to determine how technical, environmental, and organizational barriers influence marketing managers’ resistance, perceived value, and intentions not to adopt blockchain technology.Design/methodology/approach Drawing upon the Innovation Resistance Theory, this study examines the unique role of marketing managers as strategic decision-makers who evaluate new technologies. Both SPSS and SmartPLS were used to analyze data collected from 300 marketing managers working for the relevant companies.Findings The findings show that most of the barrier factors, i.e. perceived complexity, perceived incompatibility, costs, lack of proper regulations, and legal framework, etc., are strongly linked to resistance and non-adoption. Practical implicationsThe analysis provided us with both theoretical and practical insights on how to overcome the challenges associated with adopting blockchain.Originality/value This study contributes to our understanding of blockchain resistance from the perspective of marketing managers. It also extends the body of knowledge on how people accept new technologies in the sharing economy settings. Research limitations/implicationsReflecting evidence from Malaysia-based managerial sample, this study advocates a cross-country agenda to assess different boundary conditions.