Current Research in Nutrition and Food Science - An open access, peer reviewed international journal covering all aspects of Nutrition and Food Science

Exploring the Influence of Corporate Social Responsibility, Blockchain Transparency, and Cultural Alignment on Consumer Trust and Premium Pricing Willingness for Local Food in Saudi Arabia

Maher Toukabri^1* and Maroua Chaouachi²

¹Department of Marketing, College of Business Administration, Northern Border University, Arar, Saudi Arabia.

²Department of Finance, College of Business Administration, King Faisal University, Al-Ahsa, Saudi Arabia.

Corresponding Author E. mail: mchaouachi@kfu.edu.sa

This study investigates the factors influencing consumer willingness to pay a premium for local food in Saudi Arabia, focusing on Corporate Social Responsibility (CSR), technological transparency, environmental sustainability, and cultural alignment. While ethical consumption is widely studied in Western contexts, limited research explores these factors in emerging markets with distinct cultural influences. This study addresses this gap by examining how these elements shape consumer confidence and purchasing behavior. Using Structural Equation Modeling (SEM) with AMOS software, data from 286 customers were analyzed. The results indicate that CSR initiatives and blockchain-enabled transparency significantly enhance consumer trust, which, in turn, positively influences willingness to pay more for local food. Additionally, cultural alignment strengthens consumer confidence, amplifying its mediating role. However, the impact of environmental sustainability on willingness to pay was weaker than expected, suggesting that economic and social factors may have a more pronounced effect in this context. The findings contribute to consumer behavior theory by integrating digital transparency and cultural factors into ethical consumption models. Practically, the study provides strategic insights for local food producers and policymakers, emphasizing the role of trust-building mechanisms in justifying premium pricing. This research advances understanding of ethical consumption in emerging economies and informs sustainable business strategies in the evolving Saudi market.

Blockchain Transparency; Confidence; Cultural Alignment; Ethic; Sustainability

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