Tiêu đề How do Transparency and Traceability enhance Purchasing Behaviors via Consumer Trust? Insights for Food Supply Chains ✅

How do transparency and traceability enhance purchasing behaviors via consumer trust? Insights for food supply chains Minh Hue Nguyen and Duy Ha Nguyen School of International Business - Marketing, College of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam Abstract Purpose – This paper aims to investigate the relationship between supply chain transparency and traceability (SCTT) and consumer behavior in Vietnam. Design/methodology/approach – This study uses a quantitative approach with the aid of SPSS 26 and SmartPLS 4.0 software to evaluate the data collected from 430 respondents in Vietnam through a questionnaire-based survey. Findings – Research findings highlight the critical role of consumer trust in linking the SCTT with consumer behavior, particularly noting its significant impact within the Vietnamese context. Generally, transparency has a positive effect on consumer trust in products. Ethical and conscientious disclosure practices enhance consumer trust and encourage positive buying actions, as precise information guarantees product safety and authenticity. The provision of accurate (not intentionally misled or fabricated) information is vital for building trust and influencing purchasing decisions. Moreover, traceability exerts a strong influence on consumer trust. However, the expected relationship between transparency’s clarity aspect and consumer trust was not significant, indicating space for further investigations and discussions. Originality/value – This is among the pioneering studies to investigate the determinants and mechanisms of consumer behavior by exploring SCTT in a developing country. This study offers insights into the development of SCM in Vietnam and suggests directions for future research. Keywords Supply chain, Transparency, Traceability, Consumer behavior, Vietnam, Food industry Paper type Research paper 1. Introduction Food supply chains (FSCs) encompass the entire process of delivering food from producers to consumers (Bourlakis and Weightman, 2008). Unlike other supply chains, FSCs face unique challenges related to quality control, limited shelf life, food safety and unpredictability due to meteorological conditions, fluctuating demand and pricing volatility (Salin, 1998). Recent transformations in FSCs have significantly influenced production and consumption patterns, highlighting the critical need for robust management practices (Govindan, 2018). 1.1 The rising significance of supply chain transparency and traceability From the business perspective, governments have mandated supply chain transparency and traceability (SCTT) practices, such as food labeling policies, to ensure consumer protection. However, companies can go beyond compliance by integrating sustainability practices, such as proactively highlighting ethical sourcing, to gain a competitive edge (Sanchez-García et al., 2023; Zhou et al., 2022). Despite these efforts, achieving traceability is challenging due to factors like complex networks, and fraudulent activities that can erode consumer trust (Liu et al., 2021; Macready et al., 2020). In Vietnam, where multiple food safety inspections in 2023 revealed widespread noncompliance, trust in FSCs has significantly diminished (Tinh Duy, 2023; Giang Hoang, 2023). To address these challenges, Vietnam has initiated policies such as Government Decree No. 13 / 2022 and Project 100, which aim to improve traceability laws, establish a national traceability system and enhance supplier connectivity to rebuild consumer trust and promote economic progress (Giang Hoang, 2023). The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0736-3761.htm Journal of Consumer Marketing © Emerald Publishing Limited [ISSN 0736-3761] [DOI 10.1108/JCM-07-2024-7005] First, the authors would like to express their gratitude to the University of Economics Ho Chi Minh City (UEH), Vietnam, for fully funding this research (Grant code: 2024-07-10-2363). During the time implementing and completing this research, the authors have received the sincere and valuable supports as well as encouragement from many people, respondents, experts as well as their colleagues from the UEH. The authors sincerely thank all. Funding statement: This research was funded by the University of Economics Ho Chi Minh City, Vietnam (Grant No. is 2024-07-10-2363). Conflict of interest statement: The authors declare no conflict of interest. Ethics statement: The study adhered to the “Regulations on Academic Integrity in Scientific and Technological activities at UEH,” issued under No. 4233/QD- - DHKT-NCPTGKTC. Approval for the research design - was granted by the UEH ethical committee under No. 2024-07-10-2363. Received 1 July 2024 Revised 31 December 2024 5 February 2025 Accepted 6 March 2025


because transparency mitigates information asymmetry, thereby fostering confidence (Panigyraki and Polyportis, 2024; Morey et al., 2015). Therefore, this study proposes the following hypotheses: H1. Supply chain transparency in terms of (a) disclosure, (b) clarity and (c) accuracy in the food products’ information positively impacts consumer trust. H2. Supply chain traceability positively impacts consumer trust. 2.2.2 Social influence, consumer trust, intention and behavior Social influence is the change in an individual’s attitudes, behaviors and perceptions because of the interactions with others, particularly those who are respected or admired (Ajzen, 1991). Endorsements and positive feedback from others play a vital role in positively influencing consumer perceptions of SCTT foods. These recommendations can greatly increase consumer trust in the products (Pandey et al., 2019). Essentially, social influence, manifested through positive consumer feedback, fosters a trusting relationship with SCTT products. In reality, people actively seek information from their social community to assess the potential consequences of using or not using the product. Liet al. (2008) also demonstrated that social influence plays an important role in belief formation, helping to reduce uncertainty outcomes. Furthermore, we followed the direct impact of the social influence on trust as suggested by Ngo et al. (2023). Therefore, this study proposes that: H3a. Social influence positively impacts consumer trust. Intention serves as a predictor of specific behaviors, reflecting an individual’s readiness to act (Montano and Kasprzyk, 2015). In Vietnam, where personal relationships are deeply valued, consumers are highly responsive to social influence. Within the original TPB framework, purchasing intention is shaped by subjective norms, which are influenced by the expectations and opinions of others (Ajzen, 1991). This dynamic is particularly relevant in Vietnam’s food safety context, where social interactions during food shopping strongly influence consumer behavioral intentions (Ngo et al., 2023; Al-Swidi et al., 2014). For example, individuals may choose safe food products based on encouragement from family members, friends or colleagues. As a collectivist society, Vietnam places a high priority on social interactions, further amplifying the role of social influence in shaping food purchasing willingness (Wertheim-Heck et al., 2014). Thus, we hypothesize that: H3b. Social influence positively impacts consumer intention to use. Trust plays a critical role in influencing people to choose a certain course of action. Specifically, consumer trust plays an essential role in motivating consumer purchase of safe food (Ngo et al., 2020; Lassoued and Hobbs, 2015). The effect of trust in food safety, brands or information on intention was also examined in relation to the TPB (Lobb et al., 2007; Pandey et al., 2019; Teng and Wang, 2015). In another work, trust was found to have a direct effect on purchase intention toward safe food (Konuk, 2018). Ji et al. (2020) also highlighted the importance of enhancing consumer trust in the food business. In the food safety context of Vietnam, trust was important for consumer purchasing decisions (Ngo et al., 2020; Wertheim- Heck et al., 2014). This means consumers who trust SCTT foods tend to have a higher willingness to use them. Based on these rationales, the hypothesis is proposed: H4. Trust positively impacts consumer intention to use. Purchase behavior encompasses consumers’ frequency of purchase, extent of usage and interaction with SCTT foods. The well-established relationship between intention and behavior has been extensively validated in the literature, particularly in food purchasing contexts (e.g. Matharu et al., 2024). Building on this foundation, we proposed that consumers’ intentions to use SCTT products positively influence their actual purchase behaviors toward such products. According to the TPB, behavioral intentions are strong predictors of actual actions. Once individuals form a clear intention to engage in a behavior (e.g. purchasing SCTT foods), they are likely to translate these intentions into concrete actions, reinforcing the transition from intention to behavior. As a result, this study hypothesizes that: H5. Intention to use positively impacts consumer purchase behavior. Figure 1 shows our proposed research model. 3. Research method 3.1 Measures This research employed a cross-sectional approach using a structured, self-administered survey. Scales, chosen based on the theoretical framework and previous research, were adapted for cultural and contextual validity and measured on a five- point Likert scale (1 1⁄4 “strongly disagree” to 5 1⁄4 “strongly agree”). This format effectively captures attitude and behavior variations and ensures response consistency and reliability (Preston and Colman, 2000; Revilla et al., 2014). To minimize response bias, construct names were not disclosed in the questionnaire. The instruments were initially in English, then translated to Vietnamese based on Brislin’s (1986) suggestions for clarity and reliability (see Appendix). Since the SCTT instruments were originally firm-based, and were adapted for consumer-based analysis, we consulted experts in international business, supply chain management, logistics management and operations management (Haynes et al., 1995) to ensure content validity and reliability. Based on their suggestions, we finalized the initial set of measures. Pretesting is essential for identifying underlying issues, minimizing measurement errors, reducing respondent burden, ensuring accurate interpretation of questions and confirming that question order does not influence responses, thus ensuring the survey instrument’s validity and reliability. Our pre-test involved eight participants who were newly graduated students in related fields, ensuring the translated questionnaire was clear and logically structured. Based on feedback, we refined the questionnaire for the subsequent pilot test. A pilot study, a Insights for food supply chains Minh Hue Nguyen and Duy Ha Nguyen Journal of Consumer Marketing