Exploring the role of cultural values on consumers’ organic food consumption: Does blockchain-enabled traceability matter?
DOI:
https://doi.org/10.24136/oc.3306Keywords:
cultural values, organic food consumption, theory of planned behavior, sustainable consumption, digital technology, blockchain traceabilityAbstract
Research background: There is limited knowledge about how cultural values influence organic food consumption, as well as how blockchain-enabled traceability facilitates this behavior. Given the increasing need for transparency in food supply chains and increasing interest in sustainable consumption, understanding the role of culture and technological innovations like blockchain is crucial.
Purpose of the article: This research applies Hofstede’s cultural dimensions and the Theory of Planned Behavior to investigate the effects of cultural values on organic food consumption, and the moderating role of blockchain-enabled traceability. Therefore, the study aims to contribute to the state of the art by integrating cultural perspectives with technological advancements, offering actionable insights for consumer research and sustainable supply chain management.
Methods: Using a purposive sample of 5,326 consumers in Vietnam, the study employs hierarchical multiple regression to test the conceptual model and hypotheses.
Findings & value added: The findings reveal that uncertainty avoidance, collectivism, and long-term orientation positively influence attitude toward purchasing organic foods, which in turn enhances purchase intentions and behaviors. Conversely, masculinity negatively impacts these attitudes. However, power distance and individualism do not significantly affect attitudes or purchase behaviors. Furthermore, blockchain-enabled traceability significantly moderates the effects of perceived behavioral control on both organic food purchase intentions and behaviors. By bridging the research gap on consumer perspectives on blockchain adoption and cultural impacts on sustainable consumption, the study advances the existing literature and provides a comprehensive framework to understand and facilitate organic food consumption. These contributions have long-term implications for integrating cultural and technological dimensions into consumer behavior research and practical food supply chain management decision-making.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Journal of Behavior and Human Decision Process, 50, 197–211. DOI: https://doi.org/10.1016/0749-5978(91)90020-T
View in Google Scholar
Anisimova, T., & Weiss, J. (2023). Toward a better understanding of the attitude–behavior gap in organic food conative loyalty: A moderation and moderated mediation analysis. Asia Pacific Journal of Marketing and Logistics, 35(6), 1474–1493. DOI: https://doi.org/10.1108/APJML-06-2021-0420
View in Google Scholar
Azlie, W. E., Zahari, M. S. M., Majid, H. N. A., & Hanafiah, M. H. (2023). To what extent does consumers’ perceived health consciousness regarding organic food influence their dining choices at organic restaurants? An empirical investigation. International Journal of Gastronomy and Food Science, 34, 100843. DOI: https://doi.org/10.1016/j.ijgfs.2023.100843
View in Google Scholar
Boller, M. L., Zurwehme, A., & Krupitzer, C. (2024). Qualitative assessment on the chances and limitations of food fraud prevention through distributed ledger technologies in the organic food supply chain. Food Control, 158, 110247. DOI: https://doi.org/10.1016/j.foodcont.2023.110247
View in Google Scholar
Boubker, O. (2024). Does religion raise entrepreneurial intention and behavior of Muslim university students? An extension of Ajzen's theory of planned behavior (TPB). International Journal of Management Education, 22(3), 101030. DOI: https://doi.org/10.1016/j.ijme.2024.101030
View in Google Scholar
Camilleri, L., Richard Gill, P., Scarfo, J., & Jago, A. (2023). Resolving the masculinity dilemma: Identifying subtypes of male meat consumers with latent profile analysis. Food Quality and Preference, 108, 104890. DOI: https://doi.org/10.1016/j.foodqual.2023.104890
View in Google Scholar
Cao, D., Zheng, Y., & Li, G. (2023). Understanding food pleasure in organic consumption: The moderating effects of trust within the theory of planned behavior. British Food Journal, 126(2), 898–919. DOI: https://doi.org/10.1108/BFJ-02-2023-0162
View in Google Scholar
Chen, L., Shen, Q., Yu, X., & Chen, X. (2024). Knowledge spillovers along the sustainable supply chain of China's listed companies: The role of long-term orientation. Journal of Innovation & Knowledge, 9(2), 100478. DOI: https://doi.org/10.1016/j.jik.2024.100478
View in Google Scholar
Chen, M.-F., & Huang, C.-H. (2013). The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods. Food Control, 33(2), 313–319. DOI: https://doi.org/10.1016/j.foodcont.2013.03.022
View in Google Scholar
Chi, C. G., Chi, O. H., Xu, X., & Kennedy, I. (2022). Narrowing the intention-behavior gap: The impact of hotel green certification. International Journal of Hospitality Management, 107, 103305. DOI: https://doi.org/10.1016/j.ijhm.2022.103305
View in Google Scholar
Choe, Y. C., Park, J., Chung, M., & Moon, J. (2008). Effect of the food traceability system for building trust: Price premium and buying behavior. Information Systems Frontiers, 11(2), 167–179. DOI: https://doi.org/10.1007/s10796-008-9134-z
View in Google Scholar
Civelek, M., Ključnikova, J., Kloudová, J., Veselá, Z., & Ključnikov, A. (2024). From intention to action: Understanding bank credit access through the lens of the theory of planned behavior. Oeconomia Copernicana, 15(2), 683–715. DOI: https://doi.org/10.24136/oc.3082
View in Google Scholar
Contini, C., Boncinelli, F., Piracci, G., Scozzafava, G., & Casini, L. (2023). Can blockchain technology strengthen consumer preferences for credence attributes? Agricultural and Food Economics, 11(1), 27. DOI: https://doi.org/10.1186/s40100-023-00270-x
View in Google Scholar
Cozzio, C., Viglia, G., Lemarie, L., & Cerutti, S. (2023). Toward an integration of blockchain technology in the food supply chain. Journal of Business Research, 162, 113909. DOI: https://doi.org/10.1016/j.jbusres.2023.113909
View in Google Scholar
Daraboina, R., Cooper, O., & Amini, M. (2024). Segmentation of organic food consumers: A revelation of purchase factors in organic food markets. Journal of Retailing and Consumer Services, 78, 103710. DOI: https://doi.org/10.1016/j.jretconser.2024.103710
View in Google Scholar
Dong, Y., & Gao, L. (2024). Consumer attitude and behavioural intention towards organic wine: The roles of consumer values and involvement. British Food Journal, 126(4), 1743–1764. DOI: https://doi.org/10.1108/BFJ-02-2023-0085
View in Google Scholar
Dorneich, M. C., Krejci, C. C., Schwab, N., Stone, T. F., Huckins, E., Thompson, J. R., & Passe, U. (2024). Producer and consumer perspectives on supporting and diversifying local food systems in central Iowa. Agriculture and Human Values, 41(2), 661–681. DOI: https://doi.org/10.1007/s10460-023-10504-9
View in Google Scholar
Duong, C. D. (2023). Environmental corporate social responsibility initiatives and the attitude-intention-behavior gap in green consumption. Social Responsibility Journal, 20(2), 305–325. DOI: https://doi.org/10.1108/SRJ-11-2022-0487
View in Google Scholar
Duong, C. D., Le, T. L., Lee, E.-M., & Gadomska-Lila, K. (2023). How cultural values integrate with each other to trigger sustainable consumption: A cross-culture study. Asia Pacific Journal of Marketing and Logistics, 36(4), 814–836. DOI: https://doi.org/10.1108/APJML-05-2023-0484
View in Google Scholar
Duong, C. D., Vu, T. N., Ngo, T. V. N., Chu, T. V., & Pham, L. H. T. (2024). Who can you trust? The curvilinear effects of producer-retailer trust (im)balance in organic food consumption – The moderation role of trust in blockchain technology. Journal of Retailing and Consumer Services, 81, 104039. DOI: https://doi.org/10.1016/j.jretconser.2024.104039
View in Google Scholar
El Husseiny, I. A., Al Samman, A., Mansour, S., & Ibrahim, F. (2024). How do cultural values affect economic growth? An empirical evidence from world values survey (1994–2021). Review of Economics and Political Science. DOI: https://doi.org/10.1108/REPS-02-2023-0012
View in Google Scholar
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
View in Google Scholar
Gohary, A., Madani, F., Lie, D. S., & Chan, E. Y. (2024). Does rejecting inequality enhance green consumption? The effect of power distance belief on organic food consumption. Appetite, 206, 107764. DOI: https://doi.org/10.1016/j.appet.2024.107764
View in Google Scholar
Gong, Z., Gonçalves, M., Nanjappan, V., & Georgiev, G. V. (2024). Priming uncertainty avoidance values: Influence of virtual reality stimuli on design creativity in ideation. Computers in Human Behavior, 158, 108257. DOI: https://doi.org/10.1016/j.chb.2024.108257
View in Google Scholar
Guidani, B., Ronzoni, M., & Accorsi, R. (2024). Virtual agri-food supply chains: A holistic digital twin for sustainable food ecosystem design, control and transparency. Sustainable Production and Consumption, 46, 161–179. DOI: https://doi.org/10.1016/j.spc.2024.01.016
View in Google Scholar
Guo, Y. (2024). Investigating the impact of culture dimensions on Chinese citizens' continuous use of e-government websites: A cultural model-based study. Acta Psychol (Amst), 244, 104196. DOI: https://doi.org/10.1016/j.actpsy.2024.104196
View in Google Scholar
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. DOI: https://doi.org/10.1016/j.jbusres.2019.11.069
View in Google Scholar
Han, S., & Lee, Y. (2022). Analysis of the impacts of social class and lifestyle on consumption of organic foods in South Korea. Heliyon, 8(10), e10998. DOI: https://doi.org/10.1016/j.heliyon.2022.e10998
View in Google Scholar
Harman, H. H. (1976). Modern factor analysis. Chicago: University of Chicago Press.
View in Google Scholar
Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
View in Google Scholar
Ho, B. D., Duong, D. C., Ngo, V. N. T., Nguyen, H. M., & Bui, V. T. (2024). How blockchain-enabled drivers stimulate consumers’ organic food purchase intention: An integrated framework of information systems success model within stimulus-organism-response theory in the context of Vietnam. International Journal of Human–Computer Interaction. DOI: https://doi.org/10.1080/10447318.2024.2406961
View in Google Scholar
Hofstede, G. (1991). Organizations and cultures: Software of the mind. New York: McGraw-Hill.
View in Google Scholar
Hofstede, G. (2010). Culture and organizations: Software of the mind: Intercultural cooperation and its iImportance for survival. New York. McGraw-Hill.
View in Google Scholar
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. DOI: https://doi.org/10.1080/10705519909540118
View in Google Scholar
Huang, S. (2025). Reviving the entomophagy tradition among the younger generation: An application of the theory of planned behavior. Food Quality and Preference, 124, 105356. DOI: https://doi.org/10.1016/j.foodqual.2024.105356
View in Google Scholar
Huy Tuu, H., & Huu Khoi, N. (2024). The role of food-related consideration of future consequences, health and environmental concerns in explaining sustainable food (fish) attitudes. Journal of Economics and Development, 26(3), 253–271. DOI: https://doi.org/10.1108/JED-01-2024-0003
View in Google Scholar
Irawan, Elia, A., & Benius. (2022). Interactive effects of citizen trust and cultural values on pro-environmental behaviors: A time-lag study from Indonesia. Heliyon, 8(3), e09139. DOI: https://doi.org/10.1016/j.heliyon.2022.e09139
View in Google Scholar
Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9, 100121. DOI: https://doi.org/10.1016/j.clrc.2023.100121
View in Google Scholar
Khan, O., Varaksina, N., & Hinterhuber, A. (2024). The influence of cultural differences on consumers’ willingness to pay more for sustainable fashion. Journal of Cleaner Production, 442, 141024. DOI: https://doi.org/10.1016/j.jclepro.2024.141024
View in Google Scholar
Khan, Y., Hameed, I., & Akram, U. (2022). What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective. British Food Journal, 125(7), 2572–2587. DOI: https://doi.org/10.1108/BFJ-07-2022-0564
View in Google Scholar
Kim, S.-Y. (2024). Examining 35 years of individualism-collectivism research in Asia: A meta-analysis. International Journal of Intercultural Relations, 100, 101988. DOI: https://doi.org/10.1016/j.ijintrel.2024.101988
View in Google Scholar
Kreicbergs, T., Ščeulovs, D., & Bernovskis, A. (2024). Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100184. DOI: https://doi.org/10.1016/j.joitmc.2023.100184
View in Google Scholar
Ladwein, R., & Sánchez Romero, A. M. (2021). The role of trust in the relationship between consumers, producers and retailers of organic food: A sector-based approach. Journal of Retailing and Consumer Services, 60, 102508. DOI: https://doi.org/10.1016/j.jretconser.2021.102508
View in Google Scholar
Laos-Espinoza, J., Juaneda-Ayensa, E., García-Milon, A., & Olarte-Pascual, C. (2024). Why do you want an organic coffee? Self-care vs. world-care: A new SOR model approach to explain organic product purchase intentions of Spanish consumers. Food Quality and Preference, 118, 105203. DOI: https://doi.org/10.1016/j.foodqual.2024.105203
View in Google Scholar
Larrea-Killinger, C., Munoz, A., Echeverria, R., Larrea, O., & Gracia-Arnaiz, M. (2024). Trust and distrust in food among non-dependent elderly people in Spain. Study on socio-cultural representations through the analysis of cultural domains. Appetite, 197, 107306. DOI: https://doi.org/10.1016/j.appet.2024.107306
View in Google Scholar
Le-Anh, T., & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. DOI: https://doi.org/10.1111/ijcs.12588
View in Google Scholar
Lee, P.-E., Kwon, E.-H., Kim, S.-H., Kim, M.-S., Kang, J.-G., & Lee, D.-J. (2024). Establishment of an inspection standard for decomposition and methane production rates of organic waste co-digestion facilities in Korea. Journal of Environmental Management, 356, 120578. DOI: https://doi.org/10.1016/j.jenvman.2024.120578
View in Google Scholar
Leong, L.-Y., Hew, T.-S., Ooi, K.-B., Metri, B., & Dwivedi, Y. K. (2023). Extending the Theory of planned behavior in the social commerce context: A meta-analytic SEM (MASEM) approach. Information Systems Frontiers, 25(5), 1847–1879. DOI: https://doi.org/10.1007/s10796-022-10337-7
View in Google Scholar
Leontitsis, A., & Pagge, J. (2007). A simulation approach on Cronbach's alpha statistical significance. Mathematics and Computers in Simulation, 73(5), 336–340. DOI: https://doi.org/10.1016/j.matcom.2006.08.001
View in Google Scholar
Li, Y., Liao, A., Li, L., Zhang, M., Zhao, X., & Ye, F. (2023). Reinforcing or weakening? The role of blockchain technology in the link between consumer trust and organic food adoption. Journal of Business Research, 164, 113999. DOI: https://doi.org/10.1016/j.jbusres.2023.113999
View in Google Scholar
Liang, H., Wu, Z., & Du, S. (2024). Study on the impact of environmental awareness, health consciousness, and individual basic conditions on the consumption intention of green furniture. Sustainable Futures, 8, 100245. DOI: https://doi.org/10.1016/j.sftr.2024.100245
View in Google Scholar
Ma, H., Velasco, F., Janakiraman, N., & Yang, Z. (2024). A meta-analytic investigation into the pay-it-forward phenomenon: The roles of individualism-collectivism and social distance. Journal of Business Research, 183, 114822. DOI: https://doi.org/10.1016/j.jbusres.2024.114822
View in Google Scholar
Mai, N. T. T., Jung, K., Lantz, G., & Loeb, S. G. (2003). An exploratory investigation into impulse buying behavior in a transitional economy: A study of urban consumers in Vietnam. Journal of International Marketing, 11(2), 13–35. DOI: https://doi.org/10.1509/jimk.11.2.13.20162
View in Google Scholar
Maleki, S., Naeimi, A., Bijani, M., & Salahi Moghadam, N. (2025). Comparing predictive power of planned behavior and social cognition theories on students’ pro-environmental behaviors: The case of University of Zanjan, Iran. Journal of Cleaner Production, 486, 144386. DOI: https://doi.org/10.1016/j.jclepro.2024.144386
View in Google Scholar
Mosadegh Sedghy, B., Nematollahi, M., & Tajbakhsh, A. (2024). Market dynamics between retail channels and short food supply chains: A case of organic fruits. Journal of Retailing and Consumer Services, 79, 103775. DOI: https://doi.org/10.1016/j.jretconser.2024.103775
View in Google Scholar
Nascimento, J., & Maria Correia Loureiro, S. (2024). Understanding the desire for green consumption: Norms, emotions, and attitudes. Journal of Business Research, 178, 114675. DOI: https://doi.org/10.1016/j.jbusres.2024.114675
View in Google Scholar
Pakseresht, A., Yavari, A., Kaliji, S. A., & Hakelius, K. (2023). The intersection of blockchain technology and circular economy in the agri-food sector. Sustainable Production and Consumption, 35, 260–274. DOI: https://doi.org/10.1016/j.spc.2022.11.002
View in Google Scholar
Parashar, S., Singh, S., & Sood, G. (2023). Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude. Journal of Cleaner Production, 386, 135553. DOI: https://doi.org/10.1016/j.jclepro.2022.135553
View in Google Scholar
Phung, T.-B., & Tran, C.-M. (2024). The study of consumers' post-purchasing behavioural intentions towards organic foods in an emerging economy: From the S-O-R model perspective. International Journal of Services, Economics and Management, 15(1), 84–100. DOI: https://doi.org/10.1504/IJSEM.2024.136069
View in Google Scholar
Polisetty, A., Chakraborty, D., Singu, H. B., & Behl, A. (2024). Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation. Journal of Environmental Management, 359, 121095. DOI: https://doi.org/10.1016/j.jenvman.2024.121095
View in Google Scholar
Saracevic, S., Schlegelmilch, B. B., & Wu, T. (2022). How normative appeals influence pro-environmental behavior: The role of individualism and collectivism. Journal of Cleaner Production, 344, 131086. DOI: https://doi.org/10.1016/j.jclepro.2022.131086
View in Google Scholar
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189. DOI: https://doi.org/10.1016/j.jretconser.2017.12.002
View in Google Scholar
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838. DOI: https://doi.org/10.1016/j.foodqual.2019.103838
View in Google Scholar
Tao, Z., & Chao, J. (2024). The impact of a blockchain-based food traceability system on the online purchase intention of organic agricultural products. Innovative Food Science & Emerging Technologies, 92, 103598. DOI: https://doi.org/10.1016/j.ifset.2024.103598
View in Google Scholar
Tawde, S., Kamath, R., & ShabbirHusain, R. V. (2023). ‘Mind will not mind’ – Decoding consumers' green intention-green purchase behavior gap via moderated mediation effects of implementation intentions and self-efficacy. Journal of Cleaner Production, 383, 135506. DOI: https://doi.org/10.1016/j.jclepro.2022.135506
View in Google Scholar
Treiblmaier, H., & Garaus, M. (2023). Using blockchain to signal quality in the food supply chain: The impact on consumer purchase intentions and the moderating effect of brand familiarity. International Journal of Information Management, 68, 102514. DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102514
View in Google Scholar
Ume, C. (2023). The role of improved market access for small-scale organic farming transition: Implications for food security. Journal of Cleaner Production, 387, 135889. DOI: https://doi.org/10.1016/j.jclepro.2023.135889
View in Google Scholar
Vinayavekhin, S., Banerjee, A., & Li, F. (2024). “Putting your money where your mouth is”: An empirical study on buyers’ preferences and willingness to pay for blockchain-enabled sustainable supply chain transparency. Journal of Purchasing and Supply Management, 30(2), 100900. DOI: https://doi.org/10.1016/j.pursup.2024.100900
View in Google Scholar
Wan, Y., Gao, Y., & Hu, Y. (2022). Blockchain application and collaborative innovation in the manufacturing industry: Based on the perspective of social trust. Technological Forecasting and Social Change, 177, 121540. DOI: https://doi.org/10.1016/j.techfore.2022.121540
View in Google Scholar
Winterstein, J., Zhu, B., & Habisch, A. (2024). How personal and social-focused values shape the purchase intention for organic food: Cross-country comparison between Thailand and Germany. Journal of Cleaner Production, 434, 140313. DOI: https://doi.org/10.1016/j.jclepro.2023.140313
View in Google Scholar
Xia, Y., & Yang, Y. (2019). RMSEA, CFI, and TLI in structural equation modeling with ordered categorical data: The story they tell depends on the estimation methods. Behav Res Methods, 51(1), 409–428. DOI: https://doi.org/10.3758/s13428-018-1055-2
View in Google Scholar
Xu, H., Xiao, M., & Zeng, J. (2024). How public opinion of food safety affects green food purchase intentions: The mediating role of insecurity and the moderating role of green label trust. Cleaner and Responsible Consumption, 14, 100212. DOI: https://doi.org/10.1016/j.clrc.2024.100212
View in Google Scholar
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122–128. DOI: https://doi.org/10.1016/j.appet.2015.09.017
View in Google Scholar
Yazdanpanah, M., & Forouzani, M. (2015). Application of the theory of planned behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342–352. DOI: https://doi.org/10.1016/j.jclepro.2015.02.071
View in Google Scholar
Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede's five dimensions of cultural values at the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), 193–210.
View in Google Scholar
Yoon, C. (2009). The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China. Information & Management, 46(5), 294–301. DOI: https://doi.org/10.1016/j.im.2009.06.001
View in Google Scholar
Zarbà, C., Chinnici, G., Matarazzo, A., Privitera, D., & Scuderi, A. (2024). The innovative role of blockchain in agri-food systems: A literature analysis. Food Control, 164, 110603. DOI: https://doi.org/10.1016/j.foodcont.2024.110603
View in Google Scholar
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Oeconomia Copernicana

This work is licensed under a Creative Commons Attribution 4.0 International License.