This research applies the stimulus-organism-behavior-consequence framework to explore how blockchain-enabled traceability influences trust in organic food producers and retailers, which impacts consumers’ purchase behaviors and subsequent outcomes.
Using a purposive sample of 5,326 Vietnamese consumers, multiple linear and polynomial regression with response surface analysis were employed to examine the hypotheses.
Blockchain-enabled traceability significantly enhances trust in both producers and retailers, which congruently and incongruently influences organic food purchase behaviors. This behavior also drives consumers’ word-of-mouth and repurchase intentions. Serial mediation analysis confirms blockchain’s impact through trust and purchase behaviors.
Stakeholders should adopt blockchain to boost transparency and trust, which increases consumer engagement. Policymakers can support this transition through regulations and incentives to enhance food security and sustainability.
This study expands on blockchain research by applying the stimulus-organism-behavior-consequence framework in the organic food supply chain, showing how blockchain-enhanced trust synergistically affects consumers’ purchase behaviors, word-of-mouth and repurchase intentions.
