Unveiling the Path to Purchase: Exploring the Influence of Supply Chain Visibility on Consumer Buying Intentions for Organic Food

Abstract

There is a considerable lack of information on the food product supply chains in the current consumer-driven environment. Driven by a need for better supply chain visibility, this research, therefore focuses on the consequences of enhanced supply chain visibility towards the consumer's buying decisions for organic food. Additionally, it investigates potential variations in these preferences across two distinct generational cohorts: Millennials (born between 1981-1996) Generation Z (born after 1996) Key factors, including supply chain visibility in terms of the quantity, accuracy, and timeliness of information shared, were incorporated into the analysis. Employing a quantitative methodology using tools including t test, ANOVA, Regression and Correlation, the study shows a positive correlation between the predictors (Quantity, Accuracy, and Timeliness of Information) and the dependent variable (Buying intention) Moreover, the research highlights the consequential impact of timely information dissemination on consumers' purchase intentions. It underscores that not only the accuracy, but also the timely availability and accessibility of information play pivotal roles in shaping consumers' decisions regarding organic food purchases. The findings contribute to a nuanced understanding of the interplay between supply chain visibility and consumer behavior, offering insights that can inform strategies for enhancing the transparency of organic food supply chains.