Study About The Impact of Blockchain Technology Application in Traceability on Gen Z’s Intention to Purchase Green Food in Ho Chi Minh City: The Moderating Role of Brand Familiarity

Abstract

Modern consumers are increasingly demanding when it comes to the quality of food, especially green-labeled products, as they are often positioned at a high value. However, with the limited internal information available about production processes and origins, many consumers are left wondering: Are the green-labeled foods on the market truly green? Is there a way for consumers to trace and verify the origins of green food alongside organizations and businesses? To address this issue, many companies have started applying new technologies to enhance transparency in the sustainable supply chain, with Blockchain technology being a standout. Despite this, the term remains quite unfamiliar to many customers. The question arises: along with other factors, does transparency in traceability via Blockchain technology significantly impact consumers' purchasing intentions? In addition, we also ask further research about whether the level of fame or familiarity of a brand affects how a customer evaluates the quality of products when they are labeled with Blockchain code. To clarify this question, our team conducted the study "Study About The Impact of Blockchain Technology Application in Traceability on Gen Z’s Intention to Purchase Green Food in Ho Chi Minh City: The Moderating Role of Brand Familiarity". The study aims to analyze“the factors influencing Generation Z's intention to purchase green food”based on the“Theory of Planned Behavior”and includes six variables: Product Traceability,“Attitude towards Green Food Consumption, Subjective Norms, Belief, Perceived Behavioral Control, Perceived Quality and one moderating variable Brand Familiarity.”This research adopts a quantitative method drawing from a sample of 355 Ho Chi Minh City-based Gen Z individuals who responded to a survey. The survey (Google Form) was sent via the Internet from August 01, 2024 and November 15, 2024, and secondary data were collected from articles, journals, documents, reports, and scientific studies both domestically and internationally. The study adopted a non-probability sampling method, along with descriptive statistical analysis, reliability testing of the measurement scales, exploratory factor analysis (EFA), and regression analysis using“SMART-PLS 4 software” to process the information. The results show that, all the hypotheses were accepted, of which the Attitude towards green food and Perceived Product Quality had the greatest impact on the intention to buy green food. In addition, the transparency of the product has also been shown to have an impact on trust and perceived product quality among customers.“Brand Familiarity has a negative impact on the relationship between Product Transparency and Perceived Product Quality.”Based on the research results, we propose specific solutions for the business marketer