The impact of traceability labels on green agricultural food consumers' brand loyalty
Vol. 134 No. 5A (2025), Original Article
Vol. 134 No. 5A (2025)

The impact of traceability labels on green agricultural food consumers' brand loyalty

Original Article
https://doi.org/10.26459/hueunijed.v134i5A.7761
Published 2025-03-31
Tran Phuong Anh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Hong Quan
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Ha Khanh Huyen
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Hoang Anh Hong
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Minh Huyen
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Tran Thi Ngoc Linh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam

Keywords

green agricultural food
traceability labels
brand loyalty
certification labels nông sản xanh
nhãn truy xuất nguồn gốc
lòng trung thành thương hiệu
nhãn chứng nhận

Abstract

Brand loyalty is a key factor prioritized by green agricultural brands to drive sustainable development and foster long-term positive relationships with customers. This research investigates the impact of traceability labels on brand loyalty when green agricultural brands add such labels, based on a survey of 404 consumers in Vietnam. Using SPSS and AMOS as analysis methods, the findings reveal that traceability labels, mediated by brand trust and self-brand connection, significantly influence brand loyalty. Furthermore, the study highlights the effects of surrounding factors, with particular emphasis on electronic word-of-mouth (eWOM) as emerging elements reshaping the traditional customer journey and for the first time integrates certification labels and traceability labels within the same model to examine their impacts on brand loyalty. The research also implies theoretical contributions to the Theory of Planned Behavior (TPB) and Signaling theory, while offering implications for green agricultural brands, retailers, distribution partners, and regulatory authorities.

https://doi.org/10.26459/hueunijed.v134i5A.7761

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