Blockchain-Based Traceability for Green Digital Marketing: Opportunities and Challenges for Businesses in Central Vietnam

Abstract

This study examines how blockchain technology can enhance transparency in green digital marketing, with a particular focus on businesses in Central Vietnam. While green digital marketing helps firms build sustainable brand images and attract environmentally conscious consumers, misleading environmental claims and greenwashing remain major challenges. Blockchain-based systems can support product traceability, verify sustainability claims, and improve consumer trust through tamper-resistant and auditable records. This paper reviews relevant literature and international case studies to identify potential applications in organic agriculture, eco-tourism, and sustainable fashion. The findings suggest that blockchain can help businesses substantiate green claims and strengthen brand credibility. However, adoption in Central Vietnam is constrained by high implementation costs, limited technical expertise, and an evolving regulatory framework. The paper proposes recommendations related to financial and technical support for SMEs, regulatory guidance for blockchain-based green claims, and collaboration among enterprises, universities, and technology start-ups.