Title: Non-tariff barriers and business capabilities towards Vietnamese coffee export to the Australian and US markets
Authors: Quan Nguyen Van, Anna Nguyen
Volume: 10
Issue: 6
Pages: 28-44
Publication Date: 2026/06/28
Abstract:
The progressive decline of tariff barriers under international trade agreements has shifted the focus of trade policy toward non-tariff measures (NTMs), which have become critical determinants of export performance, particularly in agricultural sectors. This study examines the effects of business capabilities and non-tariff barriers on export readiness of Vietnamese coffee-exporting firms in the United States and Australian markets. Drawing on the Resource-Based View (RBV) and Dynamic Capabilities Theory, the study develops and empirically tests a model incorporating product quality capability, certification capability, market knowledge, and financial capacity, alongside non-tariff barriers as both a direct and moderating factor. Data were collected from 300 respondents representing for 30 Vietnamese coffee-exporting firms, and analyzed using Structural Equation Modeling (SEM) via SmartPLS3. The results indicate that all four business capabilities significantly enhance export readiness, with product quality capability exhibiting the strongest effect. Non-tariff barriers are found to negatively affect export readiness directly. However, their moderating effects are mixed: while they strengthen the impact of product quality capability, they weaken the effects of certification capability, market knowledge, and financial capacity. These findings highlight the dual role of non-tariff barriers as both constraints and catalysts depending on firm capabilities. The study contributes to international business literature by integrating firm-level capabilities with institutional trade barriers and provides practical implications for exporters and policymakers seeking to enhance competitiveness in highly regulated markets.