Blockchain Technology in the Organic Food Supply Chain: Insights from an Integrated Model of Trust Transfer Theory and Theory of Planned Behavior
Cong Doanh Duong · Journal of Global Marketing · 2025
This study integrates the Trust Transfer Theory with the Theory of Planned Behavior to examine how blockchain-enabled features influence consumer trust and, subsequently, their purchase intentions and behaviors. With a sample of 5,326 consumers in Vietnam, this study applies structural equation modeling to test the hypotheses. The results demonstrate that blockchain-enabled tracking and blockchain-supported transparency improve consumer trust in organic food producers, which subsequently enhances confidence in organic food products and significantly affects purchasing decisions and behaviors. Similarly, perceived blockchain-related privacy and perceived blockchain-related security enhance trust in organic food retailers, further increasing trust in the products and influencing purchase decisions.