Value Co-Creation in Transparent and Traceable Supply Chains: The Dynamics of Trust and Commitment

Abstract

This research delves into how Supply Chain Transparency and Traceability (SCTT) facilitate value co-creation in Vietnam's Food Supply Chains (FSCs), with a focus on the intermediary roles of consumer trust and relationship commitment. Through analyzing data from 249 valid respondents in Ho Chi Minh City via Partial Least Squares (PLS) analysis, it was found that traceability exerts a more substantial influence on consumer trust and relationship commitment compared to transparency. Nonetheless, both transparency and traceability indirectly contribute to value cocreation, predominantly through the mediation of trust and relationship commitment. The study also reveals that perceived supplier and product quality moderate the relationship between trust and value co-creation, and identifies significant gender differences in perceptions of SCTT. These findings emphasize SCTT's critical role in promoting value co-creation and inform the development of nuanced supply chain management strategies in Vietnam