Examining the Interplay of Consumer Behavior and Local Community Engagement in the Success of OCOP Initiatives: A Case Study of Nghe an Province, Vietnam

This study explores the influence of consumer behavior and community engagement on the success of One Commune One Product (OCOP) initiatives in Nghe An Province, Vietnam, while also investigating the moderating effect of brand awareness. Drawing upon the Theory of Planned Behavior, Social Capital Theory, and brand equity frameworks, a conceptual model was developed and tested using structural equation modeling (SEM) with data from 285 OCOP enterprises, cooperatives, and household businesses. The results indicate that consumer behavior and community engagement have significant positive impacts on the success of OCOP initiatives, with brand awareness positively affecting consumer behavior and moderating the relationship between consumer behavior and OCOP success. This study contributes to the theoretical understanding of rural development by showcasing the interplay of consumer, community, and brand factors in determining OCOP outcomes. Practical implications for policymakers and OCOP stakeholders are discussed, underlining the significance of consumer-oriented product development, community engagement mechanisms, and effective branding strategies. Despite its limitations, this research offers valuable insights for designing and implementing sustainable rural development programs in Vietnam and beyond.