Creating Value via Transparency and Traceability in Vietnam’s Food Supply Chains: Examining Consumer Trust Using the Dual-stage SEM-ANN Analysis

Abstract

Food safety concerns are driving consumers to demand trustworthy information throughout food supply chains (FSCs). In this context, supply chain transparency and traceability (SCTT) in food information play a crucial role in fostering consumer trust (TT). Moreover, as a developing country, Vietnam provides a relevant and insightful setting for examining food safety issues and consumer behaviour. Thus, this study aims to explore the impacts of SCTT on consumer TT within Vietnam’s FSCs. Utilizing the partial least squares (PLS) and artificial neural network (ANN) approaches with data from 300 respondents, the study found that transparency [measured by accuracy (AC) and clarity (CL)] and traceability [reflected in its process (PC) and outcome dimensions] significantly enhanced consumer TT. This emphasizes the role of detailed production PC knowledge over mere information disclosure in building TT. Accordingly, this study helps Vietnamese FSCs create twofold values by fostering SCTT for consumers while driving loyalty, advocacy and willingness to pay for businesses.