Based on the consumer perspective, this paper constructs an extended technology acceptance model, conducts a questionnaire survey on the consumer group in supermarkets in Quanzhou City, and uses the structural equation model method to explore the factors affecting consumers’ adoption intention of food blockchain traceability system. The results show that the technology acceptance model can effectively predict consumers’ adoption attitude and intention. The two extended variables, “perceived security and privacy” and “technology trust,” are important factors affecting consumers’ adoption attitude.