Supply chain transparency, traceability and consumer behaviors: Empirical Evidence in Vietnam

Abstract

Food supply chains (FSCs) are inherently complex, especially in developing nations like Vietnam, where recent changes have significantly altered production and consumption dynamics. This research explores how Supply Chain Transparency and Traceability (SCTT) influence consumer behavior in the Vietnamese context. The study gathered data from 430 Vietnamese respondents using a questionnaire-based survey. The data were analyzed with SPSS 26 and SmartPLS 4.0. The results demonstrate that transparency and traceability positively impact consumer trust, which serves as a vital link between SCTT and consumer actions. Ethical and transparent disclosure practices enhance trust by ensuring product authenticity and safety, ultimately fostering favorable purchasing decisions. Interestingly, the expected link between the clarity dimension of transparency and trust was not supported, indicating an avenue for further investigation. This study is among the first to examine SCTT as a driver of consumer behavior in a developing country, offering important contributions to the literature. It delivers practical guidance for advancing supply chain management (SCM) in Vietnam, particularly by emphasizing the role of SCTT in building consumer trust. Additionally, the findings lay the groundwork for future studies on transparency and trust mechanisms within emerging markets