This study analyzes the factors influencing the development of OCOP (One Commune One Product) product value chains, with a particular focus on examining the moderating role of state support policies. We collected data from 252 OCOP stakeholders in Thanh Hoa Province, Vietnam, and used the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach for analysis. The key factors investigated include value chain awareness, market access, product advantage, innovation, and collaboration within the value chain. The results reveal that all these factors positively influence the development of OCOP product value chains. Among them, value chain awareness, market access, and collaboration are identified as the most influential. Notably, the study highlights the moderating effect of state support policies in these relationships. When state policies are clearly defined, OCOP actors tend to align their actions more with governmental directives rather than relying solely on their own understanding of the value chain. Moreover, effective state support significantly enhances collaboration among value chain members, thereby promoting the overall development of the value chain. This finding is particularly relevant in the context where OCOP actors are primarily micro- and small-sized enterprises. The study provides important empirical evidence to inform the design of support policies aimed at constructing and developing OCOP product value chains, tailored to the specific context of Thanh Hoa Province in particular and Vietnam in general.
