{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,23]],"date-time":"2026-02-23T11:10:23Z","timestamp":1771845023790,"version":"3.50.1"},"reference-count":95,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2025,6,1]],"date-time":"2025-06-01T00:00:00Z","timestamp":1748736000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"The Ministry of Education, Science and Technological Development","award":["11158"],"award-info":[{"award-number":["11158"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The fashion industry is undergoing significant transformation through blockchain technology, which enhances product traceability, authenticity, and transactional transparency. This study explores blockchain\u2019s potential to revolutionize the fashion supply chain by enabling detailed monitoring from design and manufacturing to certification, quality control, storage, transportation, and delivery. To assess customers\u2019 readiness to adopt these authenticated products, an innovative model for fashion product traceability and authenticity based on blockchain was proposed. Since the adoption of blockchain models relies on widespread user involvement, it is crucial to examine the factors that motivate individuals to take part. To this end, an acceptance study was conducted using the modified UTAUT2 (Unified Theory of Acceptance and Use of Technology) framework, with data analyzed using SMART PLS software. The results indicate that the proposed blockchain model can improve transparency, authenticity, and customer trust in fashion products. Furthermore, the findings identify expected effort, perceived efficiency, and social influence as key factors influencing blockchain adoption in the fashion industry. These insights show the importance of targeted education and customer engagement strategies for successful implementations of blockchain technology in the fashion industry.<\/jats:p>","DOI":"10.3390\/jtaer20020119","type":"journal-article","created":{"date-parts":[[2025,6,2]],"date-time":"2025-06-02T03:19:38Z","timestamp":1748834378000},"page":"119","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Examining Readiness to Buy Fashion Products Authenticated with Blockchain"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0009-0002-8601-1642","authenticated-orcid":false,"given":"Danica","family":"Sovti\u0107","sequence":"first","affiliation":[{"name":"Department for E-Business, Faculty of Organizational Sciences, University of Belgrade, Belgrade 11000, Serbia"}]},{"given":"Aleksandra","family":"Trpkov","sequence":"additional","affiliation":[{"name":"Department for E-Business, Faculty of Organizational Sciences, University of Belgrade, Belgrade 11000, Serbia"}]},{"given":"Milo\u0161","family":"Radenkovi\u0107","sequence":"additional","affiliation":[{"name":"School of Computing, Union University, Belgrade 11000, Serbia"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6774-670X","authenticated-orcid":false,"given":"Sne\u017eana","family":"Popovi\u0107","sequence":"additional","affiliation":[{"name":"School of Computing, Union University, Belgrade 11000, Serbia"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7716-5845","authenticated-orcid":false,"given":"Aleksandra","family":"Labus","sequence":"additional","affiliation":[{"name":"Department for E-Business, Faculty of Organizational Sciences, University of Belgrade, Belgrade 11000, Serbia"}]}],"member":"1968","published-online":{"date-parts":[[2025,6,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Bull\u00f3n P\u00e9rez, J.J., Queiruga-Dios, A., Gayoso Mart\u00ednez, V., and Mart\u00edn del Rey, \u00c1. 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