Blockchain Technology in the Organic Food Supply Chain: Insights from an Integrated Model of Trust Transfer Theory and Theory of Planned Behavior

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.