Enhancing sustainable food purchasing by blockchain-enabled reviews and QR code traceability systems in Vietnam: the moderating role of environmental concern

Abstract

Blockchain functions as a “distributed ledger network,” ensuring immutability, transparency, and non-retroactivity of data, making it a key technology for sustainable development. This study explores how blockchain-enabled traceability systems influence consumer perceptions of environmental transparency, trust in technology, and purchase intentions for sustainable food in Vietnam. Using a digital survey of 450 participants and SmartPLS 4.0 with PLS-SEM analysis, findings reveal that both blockchain reviews and traceability systems significantly improve perceptions of transparency (β = 0.292; β = 0.364, p < 0.001) and technological trust (β = 0.268; β = 0.348, p < 0.001). The research bridges the gap between transparency perceptions and purchase behavior in sustainable development and foodservice strategy. It is one of the first studies to examine the combined impact of blockchain reviews and traceability. The article adds to existing literature by expanding understanding of blockchain’s effect, supporting businesses in aligning with the UN’s Sustainable Development Goals.