Leveraging digital integration to enhance sustainable product authenticity and reduce uncertainty

This study seeks to examine the impact of digital platform on supply chain (SC) integration and sustainable product authenticity. It is further to understand how this authenticity is perceived by consumers, reducing their concerns about sustainable product uncertainty. In the first phase, we conducted interviews with 12 SC professionals to understand the critical factors organizations consider when ensuring product authenticity. Based on the preliminary findings and drawing from signaling theory, we have developed the research model. In the second phase, we intend to employ a multilevel modeling approach by collecting matched survey data from organizations and consumers and examine the proposed research model. The study findings will offer insights to prospective scholars on how the signals offered by organizations are interpreted by different consumers in digitally enabled sustainable markets.