Blockchain-based food traceability system and green brand image: Enhancing product trust and purchase intentions for online agricultural products

Abstract

This study investigates the impact of green agriculture product brand image and blockchain-based food traceability systems on enhancing product trust and its subsequent effects on online agriculture product purchase intention. As consumer demand for transparency and sustainability rises, integrating blockchain technology in the agricultural sector provides a framework for ensuring product authenticity and traceability. By leveraging the SOR model, the research explores how product trust influences consumer perceptions and behaviors by facilitating the implementation of blockchain-based food traceability systems and green agriculture product brand image. After the hypothesized model is tested through a sample of 530 Vietnamese consumers, empirical findings suggest that green agriculture product brand image, including agribusiness image, agricultural products image, social image of agribusiness and consumer image with blockchain-based food traceability system, significantly enhances product trust, ultimately leading to increased online agricultural products purchase intentions. Meanwhile, consumer image has the most profound impact on product trust and online purchase intentions of farm products. This study contributes to understanding how technological advancements and brand image can foster sustainable consumption patterns and offers practical implications for agricultural businesses aiming to build consumer trust in their products.