The Role of Green Brand Identity Systems and Traceability in Shaping Sustainable Food Consumption Behavior
Downloads
This research develops and assesses a Green Brand Identity System (GBIS) to examine consumers' intentions to purchase green food, particularly fresh fruits and vegetables, in emerging markets. It analyzes how green practice identity, corporate identity, and distributive identity influence perceived green value and also examines how green food traceability affects these relationships. A quantitative study gathered survey data from 562 green food consumers in an emerging market and analyzed it using Partial Least Squares Structural Equation Modelling (PLS-SEM). The model integrates the S–O–R framework, Brand Identity System theory, and Signalling Theory to explore mediation and moderation effects. All three dimensions of GBIS enhance the perceived value of green food, with green distributive identity having the greatest impact, exceeding production and corporate identities. This underscores the importance of visible sustainability at the point of purchase. While green traceability doesn't directly increase perceived value, it enhances the effectiveness of green distributive identity, acting as a credibility enhancer rather than a standalone factor. The findings emphasize that companies need to focus on sustainable retail practices, transparent distribution channels, and consumer traceability tools. Policymakers should support certified green distribution to build trust and promote sustainable food consumption in developing markets.
Downloads
[1] Madududu, P., Jourdain, D., Tran, D., Degieter, M., Karuaihe, S., Ntuli, H., & De Steur, H. (2024). Consumers’ willingness-to-pay for dairy and plant-based milk alternatives towards sustainable dairy: A scoping review. Sustainable Production and Consumption, 51, 261–277. doi:10.1016/j.spc.2024.09.010.
[2] Wang, M., Zhou, L., & Suh, W. (2025). The Impact of Service Convenience in Online Food Delivery Apps on Consumer Behavior in the Chinese Market: The Moderating Roles of Coupon Proneness and Online Reviews. Systems, 13(8), 647. doi:10.3390/systems13080647.
[3] Nguyen-Thi-Kim, N., To-The, N., Nguyen-Anh, T., Nguyen-The, P., Nguyen-Phuong, T., Lai-Minh, H., & Pham-Anh, T. (2024). Adoption of sustainable farming practices in Vietnam: A discourse of the determining factors. Heliyon, 10(11), 31792. doi:10.1016/j.heliyon.2024.e31792.
[4] Godrich, S., Kent, K., Murray, S., Auckland, S., Lo, J., Blekkenhorst, L., … Devine, A. (2020). Australian consumer perceptions of regionally grown fruits and vegetables: Importance, enablers, and barriers. International Journal of Environmental Research and Public Health, 17(1), 63. doi:10.3390/ijerph17010063.
[5] Tarancón, P., Fernández-Serrano, P., & Besada, C. (2021). Consumer perception of situational appropriateness for fresh, dehydrated and fresh-cut fruits. Food Research International, 140. doi:10.1016/j.foodres.2020.110000.
[6] Liu, M., & Liu, H. (2024). Farmers’ adoption of agriculture green production technologies: perceived value or policy-driven? Heliyon, 10(1), 23925. doi:10.1016/j.heliyon.2023.e23925.
[7] Thuy, N. N., Saxena, G., Bhattarai, K., & Anh, H. H. (2025). A Quantitative Study on the Consumption of Organic Fruits and Vegetables in Vietnam. SAGE Open, 15(2). doi:10.1177/21582440251348843.
[8] Li, Y., & Shan, B. (2025). The influence mechanism of green advertising on consumers’ purchase intention for organic foods: the mediating roles of green perceived value and green trust. Frontiers in Sustainable Food Systems, 9, 1515792. doi:10.3389/fsufs.2025.1515792.
[9] Watson, A., Perrigot, R., & Dada, O. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819. doi:10.1002/bse.3523.
[10] Duong, C. D., Nguyen, T. H., Ngo, T. V. N., Bui, T. Van, & Tran, N. M. (2025). Perceived blockchain-related information transparency and organic food purchase intention: an extension of the theory of planned behaviour with the moderation role of blockchain-based trust. British Food Journal, 127(3), 1131–1152. doi:10.1108/BFJ-06-2024-0610.
[11] Fu, S., Yu, Y., Su, I. H., Ling, Z., Tan, K. H., & Ma, R. (2025). The influence of corporate social responsibility information transparency on the consumption of green agricultural products on digital platforms. International Journal of Logistics Research and Applications, 28(8), 842–859. doi:10.1080/13675567.2023.2242284.
[12] Giacone, L., Siegrist, M., Stadelmann, A., & Hartmann, C. (2024). Consumers’ perceptions of healthiness and environmental friendliness of plant-based and dairy product concepts. Food and Humanity, 2, 100288. doi:10.1016/j.foohum.2024.100288.
[13] Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. doi:10.1016/j.jclepro.2023.136092.
[14] Bazhan, M., Shafiei Sabet, F., & Borumandnia, N. (2024). Factors affecting purchase intention of organic food products: Evidence from a developing nation context. Food Science and Nutrition, 12(5), 3469–3482. doi:10.1002/fsn3.4015.
[15] Ali, M., Ullah, S., Ahmad, M. S., Cheok, M. Y., & Alenezi, H. (2023). Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment. Environmental Science and Pollution Research, 30(9), 23335–23347. doi:10.1007/s11356-022-23811-1.
[16] García-Salirrosas, E. E., Escobar-Farfán, M., Esponda-Perez, J. A., Millones-Liza, D. Y., Villar-Guevara, M., Haro-Zea, K. L., & Gallardo-Canales, R. (2024). The impact of perceived value on brand image and loyalty: a study of healthy food brands in emerging markets. Frontiers in Nutrition, 11, 1482009. doi:10.3389/fnut.2024.1482009.
[17] Adamashvili, N., Ganci, G., Colantuono, F., Agnusdei, G. P., & Galati, A. (2025). How digital solutions are transforming food traceability: a systematic literature review of managerial perspectives, advantages and challenges. British Food Journal, 1–27. doi:10.1108/BFJ-08-2025-1013.
[18] Bhat, R. (2022). Emerging trends and sustainability challenges in the global agri-food sector. Future Foods, 1–21. doi:10.1016/b978-0-323-91001-9.00041-4.
[19] Liu, Z., Yu, Z., Zhao, J., Han, X., Li, C., Geng, N., & Yu, M. (2024). The influence of traceability label trust on consumers’ traceability pork purchasing behavior: Based on the moderating effect of food safety identification. PLoS ONE, 19(6), 306041. doi:10.1371/journal.pone.0306041.
[20] 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:10.1016/j.clrc.2024.100212.
[21] Thøgersen, J. (2023). How does origin labelling on food packaging influence consumer product evaluation and choices? A systematic literature review. Food Policy, 119, 102503. doi:10.1016/j.foodpol.2023.102503.
[22] Jaeger, S. R., Antúnez, L., & Ares, G. (2023). An exploration of what freshness in fruit means to consumers. Food Research International, 165, 112491. doi:10.1016/j.foodres.2023.112491.
[23] Sharma, M., Antony, R., & Tsagarakis, K. (2025). Green, resilient, agile, and sustainable fresh food supply chain enablers: evidence from India. Annals of Operations Research, 347(1), 13–39. doi:10.1007/s10479-023-05176-x.
[24] Anastasiadis, F., Apostolidou, I., & Tsolakis, N. (2025). Challenges and opportunities of supply chain traceability: insights from emergent agri-food sector. Supply Chain Management, 30(1), 106–126. doi:10.1108/SCM-05-2024-0322.
[25] Timmons, S., Whelan, A., & Kelly, C. (2024). An experimental test of a greenwashing inoculation intervention in Ireland: Effects of ‘pre-bunking’ on identification, consumer trust and purchase intentions. Sustainable Production and Consumption, 47, 318–328. doi:10.1016/j.spc.2024.03.030.
[26] Nguyen, N., Dang-Van, T., Greenland, S., D’Souza, C., & Nguyen, H. V. (2025). Understanding the impact of store innovativeness on organic food purchase intention: a mediation and moderation analysis. Journal of Strategic Marketing, 33(8), 1078–1094. doi:10.1080/0965254X.2025.2576706.
[27] Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press. Available online: https://psycnet.apa.org/record/1974-22049-000?ref=nepopularna.org (accessed on February 2026).
[28] Patiño-Toro, O. N., Valencia-Arias, A., Palacios-Moya, L., Uribe-Bedoya, H., Valencia, J., Londoño, W., & Gallegos, A. (2024). Green purchase intention factors: A systematic review and research agenda. Sustainable Environment, 10(1), 2356392. doi:10.1080/27658511.2024.2356392.
[29] Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 4(3), 100105. doi:10.1016/j.stae.2025.100105.
[30] Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356. doi:10.1177/002224379703400304.
[31] Ha, M. T. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern. PLoS ONE, 17(11), 277421. doi:10.1371/journal.pone.0277421.
[32] Konuk, F. A. (2023). Trustworthy brand signals, price fairness and organic food restaurant brand loyalty. Management Decision, 61(10), 3035–3052. doi:10.1108/MD-07-2022-0889.
[33] Johri, N., Rohit, Raut, S. K., & Rana, S. (2024). Navigating cultural complexity in global markets: insights and future directions from two decades of marketing literature. International Journal of System Assurance Engineering and Management, 15(12), 5405–5419. doi:10.1007/s13198-024-02520-7.
[34] Spence, M. (1978). Job Market Signaling. In Uncertainty in Economics (pp. 281–306). Elsevier. doi:10.1016/b978-0-12-214850-7.50025-5
[35] Alexandridis, D., Kleisiari, C., & Vlontzos, G. (2024). Consumers’ Behavior toward Plant-Based Milk Alternatives. In Proceedings, MDPI (p. 60). doi:10.3390/proceedings2024094060.
[36] Vania Zulfa, Nur Fauziah Andini, & Hamiyati. (2023). The Purchase Intention of Environmentally Friendly Milk Bottles: Role of Product Knowledge and Environmental Concern. Journal of Consumer Sciences, 8(3), 379–394. doi:10.29244/jcs.8.3.379-394.
[37] Konuk, F. A. (2018). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148. doi:10.1002/cb.1697.
[38] Yang, H., Zhang, P., & Liu, H. (2023). The influence of the brand image of green agriculture products on China’s consumption intention-The mediating role of perceived value. PLoS ONE, 18(10), 292633. doi:10.1371/journal.pone.0292633.
[39] Fauzi, M. A., Hasan, M. N., Zulkepeli, L., & Karuppiah, K. (2025). Organic food consumption and the theory of planned behaviour: science mapping of present and future trends. British Food Journal, 127(8), 2741–2758. doi:10.1108/BFJ-09-2024-0931.
[40] Hu, T., Al Mamun, A., Reza, M. N. H., Wu, M., & Yang, Q. (2024). Examining consumers’ willingness to pay premium price for organic food. Humanities and Social Sciences Communications, 11(1), 1249. doi:10.1057/s41599-024-03789-6.
[41] Tasic, I., Benaissa, R. R., Gómez, P. A., Fernandez, J. A., & Cano, M. D. (2025). Revisiting Traceability of Vegetable Fresh-Products in the EU: Why Blockchain Does (Not) Work? Internet Technology Letters, 8(6), 647. doi:10.1002/itl2.647.
[42] Ip, C. Y., & Wu, C.-N. (2025). Transforming dairy for a difference: Key factors influencing electronic word-of-mouth intention and purchase intention for social enterprise dairy products. Journal of Dairy Science, 108(7), 6895–6905. doi:10.3168/jds.2025-26597.
[43] Naspetti, S., Mandolesi, S., Buysse, J., Latvala, T., Nicholas, P., Padel, S., … Zanoli, R. (2021). Consumer perception of sustainable practices in dairy production. Agricultural and Food Economics, 9(1), 1. doi:10.1186/s40100-020-00175-z.
[44] Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78–89. doi:10.1509/jppm.21.1.78.17600.
[45] Chen, Y. S., & Chang, C. H. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114(3), 489–500. doi:10.1007/s10551-012-1360-0.
[46] Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236–246. doi:10.1016/j.jbusres.2017.05.024.
[47] Izquierdo-Yusta, A., Gómez-Cantó, C. M., Martínez-Ruiz, M. P., & Pérez-Villarreal, H. H. (2020). The influence of food values on post–purchase variables at food establishments. British Food Journal, 122(7), 2061–2076. doi:10.1108/BFJ-06-2019-0420.
[48] Dangaiso, P. (2024). Leveraging green brand equity for organic food brands: the multifaceted role of green satisfaction. Cogent Business and Management, 11(1), 2321791. doi:10.1080/23311975.2024.2321791.
[49] Karim, R. Al, Rabiul, M. K., & Kawser, S. (2024). Linking green supply chain management practices and behavioural intentions: the mediating role of customer satisfaction. Journal of Hospitality and Tourism Insights, 7(2), 1148–1168. doi:10.1108/JHTI-04-2023-0241.
[50] Zhang, N., Guo, M., Bu, X., & Jin, C. (2023). Understanding green loyalty: A literature review based on bibliometric-content analysis. Heliyon, 9(7), 18029. doi:10.1016/j.heliyon.2023.e18029.
[51] Okpiaifo, G., Durand-Morat, A., West, G. H., Nalley, L. L., Nayga, R. M., & Wailes, E. J. (2020). Consumers’ preferences for sustainable rice practices in Nigeria. Global Food Security, 24, 100345. doi:10.1016/j.gfs.2019.100345.
[52] Donato, C. (2025). Eco-Label Visual Design and Sustainability: The Impact on Consumer Perceptions and Market Trends. Cham: Springer Nature Switzerland. doi:10.1007/978-3-031-82761-7.
[53] Vo, T. Q., & Nguyen-Anh, T. (2024). Corporate social marketing and brand equity–a case of dairy products in Vietnam. Cogent Business and Management, 11(1), 2321795. doi:10.1080/23311975.2024.2321795.
[54] Kamilaris, A., Fonts, A., & Prenafeta-Boldύ, F. X. (2019). The rise of blockchain technology in agriculture and food supply chains. Trends in Food Science and Technology, 91, 640–652. doi:10.1016/j.tifs.2019.07.034.
[55] Cui, L., He, S., Deng, H., & Wang, X. (2023). Sustaining customer loyalty of fresh food e-tailers: an empirical study in China. Asia Pacific Journal of Marketing and Logistics, 35(3), 669–686. doi:10.1108/APJML-01-2022-0013.
[56] Yadav, M., Pandey, D., Kakkar, A., & Farhan, M. (2025). Linking brand trust and attitude with purchase intention of indian organic food customers: An S–O-R Model based analysis. Organic Agriculture, 15(1), 11–27. doi:10.1007/s13165-024-00480-7.
[57] Jang, Y. S., Baek, S. W., & Kim, S. H. (2018). The effects of brand equity on consumer attitude and behavior: Food market in Vietnam. Journal of Distribution Science, 16(1), 17–27. doi:10.15722/jds.16.1.201801.17.
[58] Abdallah, W., Al-Fakeh, B., & McNally, M. (2024). Assessing Customer Loyalty with the Online and In-Store Shopping Convenience of Private Pharmacies in Kuwait. Studies in Systems, Decision and Control, 489(1), 521–532. doi:10.1007/978-3-031-36895-0_42.
[59] Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. doi:10.1016/j.ecolecon.2016.12.019.
[60] Wang, J., Shen, M., & Gao, Z. (2018). Research on the irrational behavior of consumers’ safe consumption and its influencing factors. International Journal of Environmental Research and Public Health, 15(12), 2764. doi:10.3390/ijerph15122764.
[61] Sharma, L., Trivedi, M., Bagdi, H., & Bulsara, H. P. (2025). The influence of product availability and social media on green food product purchase intention. Asia-Pacific Journal of Business Administration, 17(3), 814–839. doi:10.1108/APJBA-04-2024-0208.
[62] M Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 587–632). Springer. doi:10.1007/978-3-319-57413-4_15.
[63] Chang, S.-H.-E., Benjamin, E. O., & Sauer, J. (2024). Factors influencing the adoption of sustainable agricultural practices for rice cultivation in Southeast Asia: a review. Agronomy for Sustainable Development, 44(3). doi:10.1007/s13593-024-00960-w.
[64] Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers’ pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 22(7), 563–586. doi:10.1080/0965254X.2014.914059.
[65] Thi, Q., & Le Van, P. (2016). Consumers’ perception towards Corporate social responsibility and repurchase intention: A study of consumer industry in Vietnam. Industrial Engineering and Management Systems, 15(2), 173–180. doi:10.7232/iems.2016.15.2.173.
[66] Jiang, H., Wang, K., Lu, Z., Liu, Y., Wang, Y., & Li, G. (2021). Measuring green creativity for employees in green enterprises: Scale development and validation. Sustainability (Switzerland), 13(1), 1–16. doi:10.3390/su13010275.
[67] Dinh, K. C., Nguyen-Viet, B., & Phuong Vo, H. N. (2023). Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention. Journal of Promotion Management, 29(6), 824–848. doi:10.1080/10496491.2023.2165209.
[68] McClements, D. J., Newman, E., & McClements, I. F. (2019). Plant-based Milks: A Review of the Science Underpinning Their Design, Fabrication, and Performance. Comprehensive Reviews in Food Science and Food Safety, 18(6), 2047–2067. doi:10.1111/1541-4337.12505.
[69] Quan Dinh, (2025). Reimagining Ho Chi Minh City by 2050: A smart and inclusive megacity. Available online: https://www.rmit.edu.vn/news/all-news/2025/sep/reimagining-ho-chi-minh-city-by-2050-a-smart-and-inclusive-megacity (accessed on February 2026)
[70] Rehman, S. U., Zhang, Q., Kubalek, J., & Al-Okaily, M. (2023). Beggars can’t be choosers: factors influencing intention to purchase organic food in pandemic with the moderating role of perceived barriers. British Food Journal, 125(9), 3249–3271. doi:10.1108/BFJ-12-2022-1095.
[71] Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. doi:10.1177/002224378101800104.
[72] Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. doi:10.1007/s11747-017-0517-x.
[73] Lei, L., Dakuan, Q., Jin, T., Lishuang, W., Yuying, L., & Xinhong, F. (2024). Research on the influence of education and training of farmers’ professional cooperatives on the willingness of members to green production—perspectives based on time, method and content elements. Environment, Development and Sustainability, 26(1), 987–1006. doi:10.1007/s10668-022-02744-2
[74] García-Salirrosas, E. E., Escobar-Farfán, M., Gómez-Bayona, L., Moreno-López, G., Valencia-Arias, A., & Gallardo-Canales, R. (2023). Influence of environmental awareness on the willingness to pay for green products: an analysis under the application of the theory of planned behavior in the Peruvian market. Frontiers in Psychology, 14. doi:10.3389/fpsyg.2023.1282383.
- The authors retain all copyrights. It is noticeable that authors will not be forced to sign any copyright transfer agreements.
- This work (including HTML and PDF Files) is licensed under a Creative Commons Attribution 4.0 International License.
