How do transparency and traceability enhance purchasing behaviors via consumer trust? Insights for food supply chains

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.