Title: Supply Chain Traceability in Shaping Product Sustainability Perceptions: An Empirical Investigation of Consumer Market in Calabar Cross River State
Authors: Kanu Martin Ikechukwu
Volume: 10
Issue: 7
Pages: 202-210
Publication Date: 2026/07/28
Abstract:
The purpose of this study was to examine the influence of supply chain traceability and product sustainability perception in the Calabar, Cross River State consumer market. The study population was 384 and are made up of consumers, retailers and wholesalers in Calabar. The major instrument for data collection was the questionnaire. The proxies for supply chain traceability were on-pack digital verification and independent trust badge verification. The instrument was administered to every member of the population, out of which 370 copies of the questionnaire were completed and returned in usable form. Data collected was analysed using percentage analysis, and hypotheses formulated were tested using multiple regression analysis. Findings from the study revealed that there is a significant positive influence of supply chain traceability dimensions (on-pack digital verification, independent trust badge verification) on product sustainability perception. Based on the findings, it was concluded that Supply chain traceability influence product sustainability perception in the Calabar, Cross River State consumer market. Consequently, it is recommended that manufacturers, companies should strategically limited or get rid of greenwashing suspicions by being transparent in their branding, and install a scannable on pack infrastructure, and a verifiable third party badge on their offerings. These will create a positive product sustainable perception.