Transparency And Traceability As Antecedents For Consumers’ Trust In

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.