In an era where consumers are increasingly scrutinizing the origins and sustainability of their food, a groundbreaking study published in *Cleaner and Responsible Consumption* sheds light on how blockchain technology and green branding can revolutionize the agricultural sector. Led by Duong Cong Doanh of the National Economics University in Vietnam, the research explores how blockchain-based food traceability systems and a strong green brand image can significantly boost consumer trust and purchase intentions for online agricultural products.
The study, which surveyed 530 Vietnamese consumers, reveals that integrating blockchain technology into the agricultural supply chain can enhance transparency and authenticity, thereby fostering greater product trust. This trust, in turn, translates into higher purchase intentions for online agricultural products. The research also highlights the pivotal role of a green brand image, encompassing the image of agribusinesses, agricultural products, and the social perception of these businesses, in shaping consumer behavior.
“Our findings suggest that when consumers perceive a brand as environmentally responsible and trustworthy, they are more likely to purchase agricultural products online,” said Doanh. “The blockchain-based food traceability system acts as a catalyst, providing the transparency and authenticity that consumers increasingly demand.”
The implications for the agricultural sector are profound. As consumer demand for sustainable and transparent food sources grows, businesses that adopt blockchain technology and cultivate a strong green brand image stand to gain a competitive edge. By leveraging these tools, agricultural businesses can build consumer trust, ultimately driving sales and fostering sustainable consumption patterns.
The study also underscores the importance of the consumer image within the green brand image framework. The research found that the consumer image has the most significant impact on product trust and online purchase intentions, suggesting that understanding and enhancing how consumers perceive themselves in relation to agricultural products is crucial.
This research not only offers practical insights for agricultural businesses but also paves the way for future developments in the field. As blockchain technology continues to evolve, its integration into the agricultural sector could become a standard practice, ensuring greater transparency and sustainability. Moreover, the emphasis on green branding highlights the growing importance of environmental responsibility in consumer decision-making processes.
In an increasingly digital and eco-conscious world, the findings of this study provide a roadmap for agricultural businesses to navigate the complexities of modern consumer expectations. By embracing blockchain technology and green branding, the agricultural sector can build trust, drive sales, and contribute to a more sustainable future.