Impact of Traceability on Purchasing Intention in Agrifood: Empirical Evidence from Viet Nam

The importance of traceability has been steadily increasing, impacting not only the operational dynamics of businesses but also significantly influencing consumer behavior. Traceability emerges as a pivotal element in mitigating the challenges associated with information asymmetry between businesses and consumers. Its multifaceted benefits extend beyond streamlining the management of agrifood for businesses to encompass an enhanced purchasing experience for consumers. This phenomenon is particularly pronounced in metropolises such as Hanoi and Ho Chi Minh city, characterized by elevated living standards and a proliferation of diverse product sources. In these urban centers, there is a discernible elevation in the discernment placed on agrifood with transparent origins.
Moreover, Traceability emerges as a pivotal solution for propelling the consumption of agrifood in the digital realm. It serves to create a seamless experience for farmers, cooperatives, and consumers alike. The digital platform facilitates consumers in Hanoi and other urban centers to conveniently and confidently procure agricultural products with a clear provenance. Through an empirical study conducted with a sample size of 193 individuals in Hanoi, this research establishes that Traceability significantly influences the purchasing intention on agrifood among the citizens of Hanoi. This influence is manifested through the impact of several traceability attributes, including safety, information availability, functionality, emotional appeal, social and and economic viability. Each of these factors demonstrates a positive regression coefficient, indicative of their affirmative impact on the purchasing intentions of individuals in Hanoi.
Furthermore, the study employs dummy variables encompassing gender and the respondents' knowledge level regarding agricultural products. The model discerns that knowledge exert a discernible influence on the decision-making process related to the purchase of agricultural products among Hanoi's populace. This underscores the assertion that purchasing intention is not exclusively determined by inherent properties but is also contingent upon the comprehensiveness of understanding regarding influential factors. In light of these findings, the authors proffer a range of strategic interventions tailored to augment purchasing intention. These recommendations span categories, encompassing initiatives aimed at enhancing purchase intent from manufacturing enterprises, strategies to elevate purchase inclination among commercial enterprises, and targeted measures to leverage Traceability for fortifying purchase intent among consumers in Hanoi. This comprehensive approach acknowledges the nuanced interplay between product attributes, consumer knowledge, and economic considerations in shaping purchasing decisions within the ambit of agricultural products.