ANTECEDENTS AND OUTCOMES OF RICE EXPORTER’S WILLINGNESS TO ADOPT PRODUCT TRACEABILITY MECHANISM

Abstract

The global food supply chains face growing challenges related to safety, authenticity, and transparency. Consumers today demand greater accountability and assurance regarding the origin and quality of the products they consume. In the realm of global trade and food security, the rice sector stands as a pivotal player, particularly in countries like Pakistan. It not only contributes substantially to the country's GDP but also provides livelihoods for millions of people, from farmers to exporters and beyond. Pakistan holds a prominent position in the global rice market as both a producer and an exporter of rice. As global markets become increasingly quality-conscious and demand greater transparency and traceability throughout food supply chains, the need for robust traceability mechanism in the rice export sector becomes evident. This study delves into the willingness of rice exporters in Pakistan to adopt product traceability mechanism, considering their implications for ensuring the quality and safety of rice exports. Understanding the antecedents and outcomes of this willingness is essential for enhancing food safety, supply chain transparency, and overall industry performance. Due to the lack of studies on the willingness of rice exporters to adopt traceability mechanism, the major objective of this study was to explore the antecedents of rice exporters' willingness to adopt traceability mechanism. This study develops a hypothesised framework to address a gap in the literature. A sample of 157 rice exporting companies was selected through random sampling. A survey questionnaire was developed for the measurement of constructs, gauging responses on a five point Likert scale. Structural equation modelling (SEM) is the primary data analysis technique used in this study. IBM SPSS statistical software was employed to conduct descriptive analysis, and SmartPLS 4.0 software was employed to evaluate the predictive capacity of the structural model and the relationships between constructs. The study's structural equation model revealed several significant relationships among key variables. These comprehensive findings provide robust empirical evidence in favour of all hypotheses, demonstrating statistically significant and meaningful relationships between the respective independent and dependent variables in the research model. This study adds to the prevailing literature by developing and testing an underexplored framework within the scope of product traceability in food supply chains. As the rice export industry continues to evolve in an increasingly globalised marketplace, our research serves as a foundation for making informed decisions, policy development, and future exploration. The pursuit of efficient, secure, and transparent supply chains remains paramount, ensuring the well-being of consumers and the sustainability of the rice export industry.