Sustainable purchase behavior and brand love: the impact of blockchain-enabled reviews, QR code traceability and sustainable marketing strategy in Vietnam

Purpose As global environmental challenges intensify, consumers are increasingly seeking brands that demonstrate a commitment to sustainability. Hence, companies are integrating blockchain technology and implementing sustainable marketing activities (SMAs) into their business plans. Previous studies have explored blockchain's role in enhancing transparency and trust, emphasizing its potential to drive eco-friendly purchasing behavior. This study examines the potential impact of blockchain-enabled reviews and QR code traceability systems on brand love and consumer sustainable purchase behavior. Design/methodology/approach A quantitative method was conducted through an online survey with 613 respondents in Vietnam and was analyzed using a structural equation model on SmartPLS 4.0. Findings The study demonstrates that SMAs (environmental, social, economic and cultural dimensions) and blockchain reviews enhance perceived product quality and brand love. This, in turn, positively influences customers' purchase of sustainable products. Blockchain reviews and QR traceability also have a direct positive impact on sustainable purchase behavior. Originality/value Consequently, this research advances signal theory by integrating blockchain to tackle information asymmetry in sustainable consumption, offering practical applications like improving traceability, verifying reviews, enhancing marketing communications and implementing health check-ups to boost product quality and customer engagement in the sustainable F&B industry.