Food Traceability Technology and Compliance Measures in Fast Food Retails: The Mediating Effect of Supply Chain Efficiency on Consumer Trust

This study aimed to investigate how Fast-Moving Consumer Goods retailers can leverage technology, compliance measures and communication strategies to improve traceability while gaining and maintaining consumer trust (CT), in Oman. The study used positivist research philosophy along with the quantitative research approach. A snowball sampling approach was used to collect data from 267 respondents. A structured questionnaire was administered in this study. The study applied the SMART PLS 4 to analyse the correlation between food traceability technology, supply chain (SC) efficiency and CT. The study found that compliance measures can enhance CT through SC efficiency. The findings show that adopting food traceability technology, compliance measures and SC efficiency can improve CT. The study significantly contributes to the field of supply chain management (SCM) in Oman’s fast-food retail industry by addressing the interplay between technological advances, compliance measures and communication strategies in improving traceability and maintaining CT. Understanding the significant relationship between traceability technology, compliance measures and customer trust allows businesses in Oman to make informed decisions and implement effective SC management practices.