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The increasing complexity of sustainability challenges necessitates transdisciplinary research and knowledge co-creation approaches that can discover the gaps and nexuses between technology, market dynamics and human behaviours. Against this backdrop, the rise of "conscious consumerism" or “sustainable consumerism” is reshaping market dynamics, as conscious consumers increasingly demand transparency and authenticity in corporate sustainability disclosures. However, greenwashing and limitations of traditional disclosure mechanisms have eroded consumer trust. This research investigates the potential of Blockchain technology, a decentralised and immutable ledger system, to promote sustainable consumerism by addressing this trust deficit and by providing transparent and verifiable information about the sustainability of a product's value chain. Through in-depth interviews with predetermined conscious consumers, this qualitative study explores their perceptions of current sustainability disclosures, their willingness to pay a premium for verified sustainability, and their views on Blockchain's potential to enhance transparency and trust. The findings highlight the nuanced nature of conscious consumer behaviour, thus emphasising the importance of credible and accessible information, robust verification mechanisms, and blockchain's potential to empower consumers and thereby drive the transition towards a more sustainable and ethical marketplace. The research also underscores the importance of consumer education and the need for businesses to prioritise authentic sustainability practices. While blockchain technology’s ability to positively influence the conscious consumer movement by disrupting conventional power structures is evident, it is not a panacea. It must be complemented by consumer education, credible and trustworthy verification mechanisms, and product quality and affordability, if sustainable purchase decisions are to be effectively influenced by Blockchain.