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Do Consumers Truly Care? Transparent supply chains effect on consumer trust

Wahlgren, Ellen LU and Pattyranie, Céline LU (2021) IBUH19 20211
Department of Business Administration
Abstract
This study investigates the effect on consumer trust for companies in the fashion industry as a result of working with transparent supply chains. Specifically, it investigates if increased traceability and transparency results in increased consumer trust. This research further investigates the potential of blockchain technology as an enabler to increase traceability and transparency. Previous research suggests that consumers would stop or significantly reduce purchasing from a specific brand if they do not disclose more information regarding the supply chain. By conducting six in-depth semi-structured interviews, this study identifies three patterns with the theoretical observations and the empirical data. The overall findings of this... (More)
This study investigates the effect on consumer trust for companies in the fashion industry as a result of working with transparent supply chains. Specifically, it investigates if increased traceability and transparency results in increased consumer trust. This research further investigates the potential of blockchain technology as an enabler to increase traceability and transparency. Previous research suggests that consumers would stop or significantly reduce purchasing from a specific brand if they do not disclose more information regarding the supply chain. By conducting six in-depth semi-structured interviews, this study identifies three patterns with the theoretical observations and the empirical data. The overall findings of this study suggest that increased traceability and transparency positively affect consumer trust from a sustainable perspective. This is done by providing consumers with more information, which reduces the information asymmetry between the company and the consumer. It is important to highlight that the information conveyed must be easy to comprehend to positively influence consumer trust. Congruent with the theoretical observations, the empirical observations identified a positive attitude towards blockchain as an enabler to increase traceability and transparency, thus increasing consumer trust. (Less)
Please use this url to cite or link to this publication:
author
Wahlgren, Ellen LU and Pattyranie, Céline LU
supervisor
organization
course
IBUH19 20211
year
type
M2 - Bachelor Degree
subject
keywords
consumer trust, traceability, transparency, blockchain technology, supply chain management, sustainability, fashion supply chain management, fashion industry
language
English
id
9052853
date added to LUP
2021-06-24 14:58:02
date last changed
2021-06-24 14:58:02
@misc{9052853,
  abstract     = {{This study investigates the effect on consumer trust for companies in the fashion industry as a result of working with transparent supply chains. Specifically, it investigates if increased traceability and transparency results in increased consumer trust. This research further investigates the potential of blockchain technology as an enabler to increase traceability and transparency. Previous research suggests that consumers would stop or significantly reduce purchasing from a specific brand if they do not disclose more information regarding the supply chain. By conducting six in-depth semi-structured interviews, this study identifies three patterns with the theoretical observations and the empirical data. The overall findings of this study suggest that increased traceability and transparency positively affect consumer trust from a sustainable perspective. This is done by providing consumers with more information, which reduces the information asymmetry between the company and the consumer. It is important to highlight that the information conveyed must be easy to comprehend to positively influence consumer trust. Congruent with the theoretical observations, the empirical observations identified a positive attitude towards blockchain as an enabler to increase traceability and transparency, thus increasing consumer trust.}},
  author       = {{Wahlgren, Ellen and Pattyranie, Céline}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Do Consumers Truly Care? Transparent supply chains effect on consumer trust}},
  year         = {{2021}},
}