This study aims to examine how blockchain-based storytelling functions as a trust signal in the value co-creation process between speciality coffee brands and consumers in Ho Chi Minh City, Vietnam, an emerging market where transparency and ethical sourcing are increasingly important.
A qualitative case study approach was employed, informed by signalling theory, trust theory and service-dominant logic. Data were collected through semi-structured interviews with 25 participants (brand representatives and consumers), participant observation in speciality coffee cafés and analysis of blockchain-enabled brand communications. The data were analysed thematically to explore how blockchain transparency and storytelling shape trust and consumer engagement.
The findings reveal that blockchain-based storytelling operates as a hybrid trust mechanism. Blockchain attributes such as immutability and traceability enhance perceived transparency and cognitive trust, while storytelling and barista mediation foster affective trust. When these dimensions align, they enable value co-creation outcomes, including consumer engagement, ethical connection and brand loyalty. However, blockchain storytelling may also generate scepticism and value co-destruction when disclosures are perceived as overly technical, performative or misaligned with cultural expectations and levels of digital literacy.
This study contributes to the literature by conceptualising blockchain-based storytelling as a composite digital trust signal and introducing hybrid trust as a socio-technical phenomenon. It advances understanding of value co-creation in speciality food markets and offers practical insights for ethically oriented branding in emerging economies.
