Tiêu đề Giải B NNCT UEH 2024 ✅

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH BÁO CÁO TỔNG KẾT ĐỀ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG "NHÀ NGHIÊN CỨU TRẺ UEH" NĂM 2024 Transparency and Traceability as Antecedents for Consumers’ Trust in the Food Supply Chains Thuộc nhóm chuyên ngành: Thương mại - Quản trị kinh doanh Ho Chi Minh, February 2024
ABSTRACT This study explores the impact of Supply Chain Transparency and Traceability (SCTT) on consumer trust within Vietnam's Food Supply Chains (FSCs). Utilizing Partial Least Squares (PLS) analysis with data from 300 respondents, the research identifies that transparency, particularly through accuracy and clarity, and traceability, especially its process dimension, significantly enhance consumer trust. The findings reveal a strong interplay between traceability and transparency, with process traceability positively affecting all transparency dimensions. This underscores the critical role of detailed production process knowledge over mere product origins in building trust. Despite the importance of SCTT, a potential misalignment with consumer expectations suggests the need for improved communication strategies. The study highlights the necessity of SCTT in advancing Supply Chain Management (SCM) practices, particularly for addressing consumer skepticism in Vietnam's FSCs. Keywords: Supply Chain Transparency, Supply Chain Traceability, Consumer Trust, Food Supply Chains, Vietnam.
TABLE OF CONTENTS ABSTRACT TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATIONS CHAPTER 1. INTRODUCTION................................................................................7 CHAPTER 2. LITERATURE REVIEW .................................................................10 2.1. Social Exchange Theory - SET ..........................................................................10 2.2. Hypotheses development....................................................................................11 H1. Overall, Supply Chain Transparency positively impacts consumers’ trust........12 H2. Overall, Supply Chain Traceability positively impacts consumers’ trust. .........13 H3. Overall, Supply Chain Traceability positively impacts Supply Chain Transparency. ............................................................................................................13 H4. Overall, Supply Chain Transparency positively mediates the effect of Supply Chain Traceability on consumers’ trust.....................................................................14 CHAPTER 3. RESEARCH METHOD ....................................................................15 3.1. Measurement scales............................................................................................15 3.2. Research design, data collection and analyzing technique.................................16 CHAPTER 4. DATA ANALYSIS RESULTS..........................................................17 4.1. Respondents’ descriptions..................................................................................17