Tiêu đề Creating Value via Transparency and Traceability in the Vietnam's Food Supply Chains: Examining Consumer Trust using the Dual-stage SEM-ANN Analysis ✅

Journal of Creating Value This manuscript has been submitted to Journal of Creating Value Journal Name: Journal of Creating Value Manuscript ID: JCV-2025-0010.RV2 Manuscript Type: RESEARCH OR ACADEMIC ARTICLES Manuscript Title: Creating Value via Transparency and Traceability in the Vietnam's Food Supply Chains: Examining Consumer Trust using the Dual-stage SEM-ANN Analysis Keywords: Artificial Neural Network, Consumer Trust, Food supply chains, PARTIAL LEAST SQUARES, Supply Chain Traceability, Supply chain Transparency MeSH terms: Abstract: In the current context, the significance of social collaboration and alliances between supply chain stakeholders for mutual value creation is widely recognized. Transparent knowledge about food production information traceability builds consumer trust, supported by information exchange, coordinated planning, and joint value generation, enhancing overall performance. Besides, Vietnam, a developing country, offers a favorable landscape to explore food safety concerns and consumer behaviors. Thus, this study explores the impact of supply chain transparency and traceability (SCTT) on consumer trust within Vietnam's food supply chains (FSCs). Utilizing the dual-stage partial least squares (PLS) and artificial neural network (ANN) analysis with data from 300 respondents, the study found that transparency, particularly through accuracy and clarity, and traceability, especially its outcome dimension, significantly enhanced consumer trust. This emphasizes the role of detailed production process knowledge over mere information disclosure in building trust. Besides, the study highlights the necessity of SCTT in advancing supply chain management (SCM) practices for addressing consumer expectations in Vietnam's FSCs. Peer Review
1 Creating Value via Transparency and Traceability in Vietnam's Food Supply Chains: 2 Examining Consumer Trust using the Dual-stage SEM-ANN Analysis 3 Abstract 4 Food safety concerns are driving consumers to demand trustworthy information 5 throughout food supply chains (FSCs). In this context, supply chain transparency and traceability 6 (SCTT) in food information play a crucial role in fostering consumer trust. Moreover, as a 7 developing country, Vietnam provides a relevant and insightful setting for examining food safety 8 issues and consumer behavior. Thus, this study aims to explore the impacts of SCTT on 9 consumer trust within Vietnam's FSCs. Utilizing the partial least squares (PLS) and artificial 10 neural network (ANN) approaches with data from 300 respondents, the study found that 11 transparency (measured by accuracy and clarity) and traceability (reflected in its process and 12 outcome dimensions) significantly enhanced consumer trust. This emphasizes the role of detailed 13 production process knowledge over mere information disclosure in building trust. Accordingly, 14 this study helps Vietnamese FSCs create twofold values by fostering SCTT for consumers while 15 driving loyalty, advocacy, and willingness to pay for businesses. 16 Keywords: Consumer Trust, Supply Chain Traceability, Supply Chain Transparency, Partial 17 Least Squares, Artificial Neural Network, Vietnam 18 1. Introduction 19 Food supply chains (FSCs) encompass the entire journey of food from production to 20 consumer delivery (Bourlakis & Weightman, 2008). The industry faces numerous challenges 21 (Tian & Kamran, 2023), which have heightened consumer demand for brands to adopt socially 22 responsible practices (Sharma & Kumar, 2024). Increasingly, consumers seek verified 23 information about their purchases, reflecting the growing cultural emphasis on health, ethics, 24 and sustainability (Tian & Kamran, 2023). As a result, transparent and traceable information 25 helps to build stakeholder trust (Rodriguez et al., 2023; Aung & Chan, 2014; Sun & Wang, 26 2019), which has become crucial in markets where brand authenticity is increasingly valued. 27 Supply chain transparency refers to making supply chain information available and 28 accessible to stakeholders; traceability enables consumers to track a product’s history and quality 29 (Sodhi & Tang, 2019; Aung & Chan, 2014). Studying the impacts of transparent and traceable 30 FSCs on consumer trust is vital, as trust is considered a fundamental and stable moral value 31 (Uslaner, 2008). Brands that uphold their values can leverage this trust to strengthen consumer Peer Review
32 relationships (Williams, 2016). This study explores how transparent and traceable FSCs generate 33 value through consumer trust. While value is not explicitly measured as a construct in this model, 34 it is an implied outcome derived from enhanced consumer trust in these FSCs. 35 Although previous research has examined the operational benefits of SCTT, consumer 36 perceptions remain underexplored (Duan & Zhu, 2024; Nguyen & Nguyen, 2025). Moreover, 37 most studies on food safety and SCTT have focused on high-income countries (e.g., Duan & 38 Zhu, 2024; Centobelli et al., 2022; Aung & Chan, 2014; Sun & Wang, 2019), despite significant 39 differences in food safety concerns in low- and middle-income nations (Nguyen & Nguyen, 40 2025; Liguori et al., 2022). In Vietnam, nearly 15% of inspected food businesses were operating 41 in violation of safety regulations (Youth News, 2023), underscoring the urgency of examining 42 consumer behaviors in this context. Accordingly, this study aims to address these gaps within 43 the Vietnamese FSC landscape. 44 Overall, this study aims to examine how SCTT factors influence consumer trust. Thus, it 45 contributes to dual value creation: for consumers, by promoting greater SCTT and ensuring their 46 access to high-quality food; and for businesses, by encouraging consumer loyalty, brand 47 advocacy, and a greater willingness to pay for trusted products. 48 2. Literature review 49 Trust is the mutual expectation between partners that the other party is dependable, will 50 act predictably, and will behave in a fair and reasonable manner (Mayer et al., 1995). Consumer 51 trust in FSCs is built through transparent and traceable supplier practices, according to signaling 52 theory (Spence, 1974), which explains how signals reduce uncertainty in information 53 asymmetry. The theory involves three elements: the signaler, the signal, and the receiver. 54 Signalers provide information to assure receivers of their trustworthiness, using signals to 55 communicate hidden quality attributes (Connelly et al., 2011; Taj, 2016). Without clear and 56 credible signals, consumers may develop skepticism, leading to doubt and reduced confidence 57 in a product’s reliability (Panigyraki & Polyportis, 2024). 58 Effective signals must be both observable and credible to shape consumer trust (Nguyen 59 & Nguyen, 2025). For example, businesses that adopt Information and Communication 60 Technology (ICT) tools can instantly share data, giving stakeholders real-time access (Olarewaju 61 et al., 2021). This timely information sharing fosters greater trust among stakeholders, including 62 consumers. When trust is established, consumers feel more secure in their purchases, reducing Peer Review
63 perceived risks and increasing the perceived value of the products they buy (Nguyen & Nguyen, 64 2025; Duan & Zhu, 2024). 65 Research has consistently highlighted the importance of transparency in fostering trust 66 (Kassahun et al., 2023; Olarewaju et al., 2021; Walker, 2016; Williams, 2016). Specifically, 67 transparency helps dismantle secrecy by making information accessible and enabling 68 stakeholders to hold institutions accountable (Olarewaju et al., 2021). On that basis, transparency 69 not only reassures stakeholders but also enhances their decision-making process by providing 70 access to verified information (Olarewaju et al., 2021; Liu et al., 2021; Macready et al., 2020). 71 Schnackenberg et al. (2021) categorized transparency: disclosure (appropriate share of relevant 72 information), accuracy (authentic and misrepresentation-free information), and clarity 73 (comprehensibility of information). 74 When suppliers disclose FSC information, they contribute to building stakeholder trust 75 (Rodriguez et al., 2023). Providing information reduces information asymmetry between 76 consumers and food businesses, fostering confidence (Yuan et al., 2024). In line with signaling 77 theory, transparency alleviates consumer uncertainty—when consumers perceive disclosed 78 details as signals of quality, safety, or reliability, they are more likely to trust the supplier 79 (Nguyen & Nguyen, 2025). 80 Accuracy is equally crucial in strengthening trust. In situations where consumers cannot 81 directly verify product attributes, accuracy acts as a key signal—highlighted by signaling 82 theory—to bridge the gap between consumer expectations and supplier claims (Liu et al., 2021; 83 Macready et al., 2020). Providing precise and reliable information reduces perceived asymmetry, 84 reinforcing consumer confidence and enhancing trust (Nguyen & Nguyen, 2025). 85 Clarity also enhances consumer trust (Schnackenberg et al., 2021; Sahay, 2003; 86 Panayides & Lun, 2009). Clarity helps consumers better understand the presented information— 87 in this case, FSCs businesses' quality signals (Nguyen & Nguyen, 2025)—therefore reducing 88 misapprehension. Previous research indicated misapprehension by consumers could undermine 89 their trust in businesses (Anisimova et al., 2019). 90 H1: Supply chain transparency, in terms of (a) information disclosure, (b)accuracy, 91 and (c) clarity, positively impacts consumers’ trust. 92 FSCs traceability refers to “the ability to locate an animal, commodity, food product or ingredient 93 and follow its history in the supply chain forward (from source to consumer) or backward (from Peer Review